So it’s January and that means January sales. At times Oxford Street was so busy I felt as though I could barely move. I popped into two different shoe stores. The first was Aldo. The place was manic. I didn’t fancy my chances at getting served. Despite this, within a few minutes of my arrival, a staff member approached me and offered me assistance.
I asked for three different pairs of shoes in my size. The staff member went straight over to a screen in the middle of the store and was able to type in a request for the shoes. Aldo obviously had carefully planned for the busy footfall and had plenty of staff in place. The process for requesting shoes on a screen was efficient as it cut out the time taken for a staff member to walk back and forth to the stock room. Instead they had different members of staff in each area to complete each part of the task – great teamwork. My requested shoes were with me within a couple of minutes.
The second store was Camper. This was a much smaller store. I could see three staff members on the shop floor. I noticed a couple of pairs of shoes that I wanted to try on. As I looked around to see if any staff member was free, I noticed another customer asking a staff member for a pair of shoes. I was quite shocked. The staff member completely blanked the customer and walked past her. I could see the disappointment and disgust in the customer’s face and she put down the shoes and left the store straight away. I decided that I wasn’t going to hang around to be treated in the same manner and I too left the store.
Clearly the staff members in both stores were under pressure. Camper had no process or plan in place to make the service more efficient. However I think the key thing here is that the staff member in Camper chose to ignore the customer. It would have made a world of difference if he had been able to calmly apologise and state that he was busy serving another customer and that he would be with her as soon as he had finished. Even better would have been if he had acknowledged the customer before she had resorted to try and approach him herself. Although the customer may not have been served any quicker, it would have shown that the staff member cared. Attitude is important when it comes to customer satisfaction. What is your experience of shopping in the sales? I would be interested to know in the comments below.