Comments on: The Return of Full Service http://insidetheaisle.com/2009/09/the-return-of-full-service/ Purpose Driven Retail...Linking strategic retail design and the shopper mind. Fri, 25 Mar 2011 23:42:35 +0000 hourly 1 By: Estee Lauder CEO Boosts Sales by Letting the Shopper Take the Lead http://insidetheaisle.com/2009/09/the-return-of-full-service/comment-page-1/#comment-2620 Estee Lauder CEO Boosts Sales by Letting the Shopper Take the Lead Mon, 08 Mar 2010 22:31:47 +0000 http://insidetheaisle.com/?p=1143#comment-2620 [...] through signage boosts sales.  This is very different for beauty counters which are typically a full-service, luxury experience.  Estee Lauder’s beauty brands like Clinique are synonymous with personal [...] [...] through signage boosts sales.  This is very different for beauty counters which are typically a full-service, luxury experience.  Estee Lauder’s beauty brands like Clinique are synonymous with personal [...]

]]> By: Luxury’s Loss is Middle Markets’ Gain http://insidetheaisle.com/2009/09/the-return-of-full-service/comment-page-1/#comment-2471 Luxury’s Loss is Middle Markets’ Gain Wed, 16 Sep 2009 20:27:35 +0000 http://insidetheaisle.com/?p=1143#comment-2471 [...] have similarly struggled in recent months. Meanwhile, JC Penny’s invaded Manhattan and Sears is planning a [...] [...] have similarly struggled in recent months. Meanwhile, JC Penny’s invaded Manhattan and Sears is planning a [...]

]]> By: Peter Stamos http://insidetheaisle.com/2009/09/the-return-of-full-service/comment-page-1/#comment-2458 Peter Stamos Thu, 03 Sep 2009 19:30:40 +0000 http://insidetheaisle.com/?p=1143#comment-2458 On balance, customer service at retail has gotten so bad the past several years, that going the "extra mile" is no longer necessary. Just going the extra ten feet can differentiate a retailer nowadays. Too bad. What this really means to retail is that your customers now have the option to "de-select" your store and you may never really know why. Attention to service (or lack thereof) may be the slim line between success and Chapter 11. On balance, customer service at retail has gotten so bad the past several years, that going the “extra mile” is no longer necessary. Just going the extra ten feet can differentiate a retailer nowadays. Too bad. What this really means to retail is that your customers now have the option to “de-select” your store and you may never really know why. Attention to service (or lack thereof) may be the slim line between success and Chapter 11.

]]> By: Steven Skinner http://insidetheaisle.com/2009/09/the-return-of-full-service/comment-page-1/#comment-2457 Steven Skinner Thu, 03 Sep 2009 19:20:54 +0000 http://insidetheaisle.com/?p=1143#comment-2457 I have seen a number of retailers going the opposite way -- cutting back on non-store costs in order to beef up sales associate coverage in stores. As an example, Home Depot recently cut 1000 HR managers from their stores and re-deployed those costs to additional in-store coverage. I think too often we mistake a cut in retail company staff to mean a cut in their store staff -- I no longer think this is the case. I think they are cutting their non-store staff! I also believe companies are increasing their investment to improve their communications to customers via static and digital means. We are seeing more use of digital content at the shelf level to provide product information and product comparison -- especially for "highly considered" product categories (that is products that take a while for a consumer to make a final determination as to whether to buy it or not). This is a perfect use of digital technology at the store level. With the dramatically reduced cost and smaller footprint of digital viewing devices, the return on investment for retailers is becoming compelling. I have seen a number of retailers going the opposite way — cutting back on non-store costs in order to beef up sales associate coverage in stores. As an example, Home Depot recently cut 1000 HR managers from their stores and re-deployed those costs to additional in-store coverage. I think too often we mistake a cut in retail company staff to mean a cut in their store staff — I no longer think this is the case. I think they are cutting their non-store staff!

I also believe companies are increasing their investment to improve their communications to customers via static and digital means. We are seeing more use of digital content at the shelf level to provide product information and product comparison — especially for “highly considered” product categories (that is products that take a while for a consumer to make a final determination as to whether to buy it or not). This is a perfect use of digital technology at the store level. With the dramatically reduced cost and smaller footprint of digital viewing devices, the return on investment for retailers is becoming compelling.

]]> By: editor http://insidetheaisle.com/2009/09/the-return-of-full-service/comment-page-1/#comment-2456 editor Thu, 03 Sep 2009 19:08:16 +0000 http://insidetheaisle.com/?p=1143#comment-2456 Good point, Therese. It's a tough balance for retailers right now. I wonder if we're going to see more digital help in-store over the next few years if it proves less expensive than associates. Could shoppers be re-trained to interact with kiosks at retail? Good point, Therese. It’s a tough balance for retailers right now. I wonder if we’re going to see more digital help in-store over the next few years if it proves less expensive than associates. Could shoppers be re-trained to interact with kiosks at retail?

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