Why Some Brick-and-Mortars Get Their Tails Kicked in 2019

How long is the Amazon casualty list these days?

Truth be told, it may not be Amazon that causes all the harm. In fact, it could be brick-and-mortar’s inability to adjust to the way consumers want to shop in 2019.

It’s not always clear. But one retail expert went on a visit to a well-known brick-and-mortar retailer that sells designer fashion products…and didn’t have such a great experience. We won’t share their name in this post.

So, here’s a rough summary of what he experienced when visiting their flagship store – and why it doesn’t work.

1. Aloof Employees

Should your employees meet-and-greet proactively so customers know where they can find help? Or should they wait until asked?

Customers prefer the first. But many of the employees at this store simply stood around aloof, passively waiting for customers to ask for help.

The number one reason consumers go to stores is to feel a certain way. And it doesn’t really put them in a buying mood if they have to chase down an employee who seems to not be overly concerned with helping them out.

Your employees out on the floor need to understand that they should proactively engage customers. If nothing else, they should simply let the customer know their name and that they’re in the area should the customer need help.

A small, but essential, way of establishing a relationship.

2. Still No Help as The Retail Expert Shopped

As this undercover retail expert shopped this store, he didn’t get any help from the sales team as he tried on various designer shirts and jackets.

Upon finding something that looked just the way he wanted, he went to the cashier and paid. After he finished paying, the sales clerk said,”You know, you would look great with a black pair of pants with that jacket.”

Now this was after he had already made his purchase and was ready to leave.

Missed sales opportunity. He wasn’t going to go back to the floor and find the perfect pair of pants to go with the jacket!

This particular retailer is $3 billion in debt, and no one knows how long they’ll be around.

Sure, the store sold this person what they wanted. But floor sales team members should have been nearby assisting him through the process and asking questions to figure out if he was interested in adding more apparel to his wardrobe.

You might say,”Oh. We don’t want to be pushy.” You can still ask questions to gauge customer interest in additional purchases (or not). And if they’re not interested, simply say you’re available if they have any other concerns.

The point is to help the customer, not overcome objections so you get another sale.

Because, this gentleman did want to make another purchase. It’s just that he ended up doing it at another store!

When customers leave your store, they should feel genuinely cared for. Helping them find what looks good on them at a price they like is something they appreciate.

So, how can you show your customers you care for them and are more than happy to help in 2019?

After all, in-person service is something you can give which Amazon cannot.