Here in Canada, just like it is in many parts of the world, the luxury market is expanding rapidly. With that comes a lot of new and very good competitors from near and far. Of course, add to this the fact that customers are more knowledgeable than ever before, and you’ve got the potential from some really exciting (both good and bad) shopping experiences.
Right now, there’s just too many bad shopping experiences in some of the high end luxury stores.
All too often I find myself wandering around stores without anyone even acknowledging me. Lots of store staff seem more focused on making their store displays even prettier or chatting amongst themselves than on waiting on customers. That’s not always the case … but it sure is a lot of the time!
Yes, the ‘luxury’ customer often has a pretty good idea of what she wants. But does she know where it is? What about all the potential add-ons that could and should be suggested? Too often I’m just ‘clerked’ through at the register without anyone ever attempting to show me one, two or more accessories, new arrivals or other items that I may need. That’s not just disappointing and shocking … it’s ridiculously poor service and salesmanship.
Look, your products won’t sell themselves. Just stand back one day and watch how many potential sales are lost every day in your stores because staff just aren’t focused on effectively selling to and serving your customers. Maybe, just maybe, the realization of what you’re losing in your stores will be the kick in the pants you need to train and manage your staff to sell to your customers more effectively.