Big Box of Apathy

So, yeah, the economy is crashing around our ears and consumer confidence is lower than ever. Wouldn't ya think that retailers would rally their troops - get their front line employees (oh, pardon me: associates) to wake up and start treating active customers better? Wouldn't you take a moment to explain that the consumer who actually drives to their charming concrete haven has a lot of choices and should be given, if not respect, at least eye contact?

I visited 3 large retailers today, looking for electronics item that can cost $70-300. In none of these locations was I offered any help as I shifted from foot to foot comparing the options. And in all 3 of these retailers, the out-of-stock in this category was about 60%. So even if I was able to discern my choice from the cryptic shelf "talkers" (ha!), there was a good probability the one I wanted was not available.

I've been involved in some form of retail for more than 20 years. I get out-of-stocks. I get the challenge of conveying a message from the ivory tower down to the front lanes. I get the balance required to offer assistance to those who want it without being overly cloying to those who are "just browsing, thanks." I get it. Really.

But I also get that there is a bloodbath happening as we speak in retail. Too many stores, too much inventory, and too many employees who don't give a flying fig what I want, if I can find it, or if I'm happy with my shopping "experience."

What would it take? Here's a couple suggestions:

1. Demand that the floor associates to make eye contact.
Target recently initiated a policy (or at least the stores in my area seem to have) where every time an employee crosses paths with a shopper he or she looks them in eye and asks, "Can I help you find something." 99% of the time, my answer is no, but this is a huge improvement over chasing down the retreating back of a red shirt as it rushed on some internally critical task. At the very worst of the Big Box retailers I visited today, not only did I not get eye contact, when I finally found a person, he took out his walkie-talkie to have in internal discussion with another employee. Maybe he was in the middle of helping another customer, I give you that possibility -- but he neither acknowledged me or suggested that he'd be available to help in a moment. In fact he simply walked away.

2. Insist that the floor associates to stop talking to each other.
This one kills me. One store brand seems particularly bad at this -- and their associates hover around endcaps like 1950's steno gals around the water cooler. Asking them for help results in blistering sighs and eye rolls---as if you had to interrupt the cool kids after gym class to get to your locker back in 7th grade. I'm glad they enjoy their co-workers' company...but if they don't wake up to the fact that the SHOPPER PAYS THEIR SALARY, they are going to enjoy standing in the unemployment line when their company closes down.

3. Empower the greeter to identify frustrations ...and solve
Several retailers have people sitting or standing at the front door -- ostensibly to greet the shopper, but also as a line of defense, I imagine, on shoplifting. In one of my frustrating visits, I caught the greeter's eye and said "sure would have been nice to get some help in here." She replied, sarcastically, "have a nice day." The stores are big and the floor personnel is spread thin. It's certainly possible to not cross paths with someone during your stroll thru the aisles---but, why couldn't the "greeter" have served me with her little walkie-talkie, saying "I'm sorry, let me get you someone to help." Why? because she didn't care.

You can blame the economy all you want. Life sucks, yadda yadda. But here are people who have jobs. Here is a consumer with cash in her pocket wanting to buy an item, and willing to upsold if someone can explain the difference between the $70 and $300 version. You'd think it would be a match made in heaven. But no. I wasted gas driving to several places and ultimately bought the cheapest version that was in-stock at Big Box #3.

Yup, these are the time that try men's souls. These are also the times that can make a retailer stand out, if they take the time to give true direction to their front line representatives. And, Mr. or Ms. Retailer, if you discover your current employees really don't care -- go hire new ones.

We are reminded daily in the media: It's a buyer's market on hiring. So why aren't you hiring people who want to be there and want to help?