It's Official - Retail Associates DO Make the Difference

Retailers in any industry should consider the findings of a new study by J.D. Power and Associates that measures customer satisfaction with midscale and upscale department stores.

The 2007 Department Store Experience Study measured four key factors in order of importance: sales staff, store facility, merchandise, and pricing in three upscale department stores in three metropolitan areas: Atlanta, LA, and New York.

Michael De Vere, executive director of emerging industries at J.D. Power and
Associates, confirmed the importance of the store staff on the customer’s experience and purchase intent.  He said, "While customers primarily decide where to shop based on appealing fashions and styles of merchandise, the sales staff has the greatest
influence on the overall department store experience."

So one could say that while customers might decide where to shop based on appealing fashions and styles of merchandise, the quality of the staff decides where those customers will make their purchases.  The same is true whether you sell wine, luggage, phones, handbags, pet supplies, jewelry. . . . you name it.

Customers decide to shop your store because of their interest in the products you sell. This doesn’t mean they will decide to buy.  Not a one of us sells anything that they must buy and they can’t find somewhere else.  This is why it is so vital that we engage every customer to understand their needs and recommend products for them to buy.  If we don’t make the sale, someone else will.

Forget customer service, it’s all about the experience.