Retail times in Australia are desperate for most retailers.
On a previous occasion in these columns I have commented on the need to run the gauntlet through cosmetic departments in fear of attack from the sales consultants. Incidentally I can share a ploy that really works. I now put my mobile to my ear as I enter the store. It doesn’t matter whether it is switched on or off. Talk into it. Widen your eyes in concentration. Gesticulate with your other hand as one does. You will avoid attack. Same tactics with those pesky people outside supermarkets collecting for the “Cruelty to Battery Hens” charity.
What the cosmetic sales consultants and their bosses fail to understand is that there is a difference between salesmanship and attacking customers.
Others seem to have caught this disease.
My wife returned from shopping last week having visited six stores. She told me that she had been “attacked” in five of them. On entering each shop, the salespeople descended upon her and she felt quite uncomfortable.
The sixth store was Kmart. You could fire a cannon through any Kmart at peak hour on a Saturday and I guarantee you would never hit a salesperson anyway so this lack of attack will not surprise anyone.
So what is the lesson?
What retailers need to understand is that it is not clever to hound their staff for increased sales to the point where they are adopting terrorist tactics. There is a distinct difference between this and sales training and ability.
There are also so many other things that they can do to take market share. Starting with their offering, how it is presented and how they market themselves.
How good is their range planning? Are they always in stock of core items? Have they got replenishment down to a fine art for these core items? Are their in store ‘stories’ kept fresh and renewed?
It is surprising how many retailers get caught up in the flavour of the day (like multi channels – now called omni channels!) and yet you visit their stores and there are glaringly obvious basic retail principles that are being overlooked.
You will be pleased to hear that my wife is recovering quite well and has taken on board my mobile phone strategy for her next shopping visit.
Stuart Bennie is a retail consultant at Impact Retailing. Email Stuart
