Macy’s announced today that it will be closing 100 stores across the United States. The reasons were; decreased mall traffic, less purchase of apparel overall, and online shopping.

Online shopping is the fastest growing market in retail. I am an Amazon Prime member, but I also search other sites for the best possible price. However, I do not purchase clothing items in this manner. I prefer to see and feel shirts, pants, and shoes, as well as try them on before I decide to purchase them.

Retailers claim that they don’t know how to attract customers; especially millennials. I have the answer; but I know they’ll refuse to use it.

Fifty-five years ago, when I first began to shop for my own wearing apparel, I walked into a store and was almost immediate greeted by a salesperson. I was asked if I needed assistance, and what in general I was planning to purchase. Then that individual walked me over to the area where the items I planned to buy were located. Finally, he or she told me that if I needed any more help from them to please let them know.

It was called customer service. Today it is rare to see a salesperson on the floor. That would be the first step to encourage consumers to favor your establishment over another. Hire and train associates who had complete knowledge of the store. Most importantly; pay them wages and benefits which would encourage them to stay in the employ of that particular establishment.

Pricing is important; secondary only to quality. Brand names have become less important than how well the garments are actually manufactured.

Stock your establishment with clothing “made in America,” and advertise that fact.

Finally, offer a new concept which would offer true customer service, and not just a vague imitation. Most stores today are cluttered, and “looked over” items are strewn everywhere. Create more displays of apparel items other than underwear, and sales items. A more attractive environment is conducive to increased sales. Instead of having shelf after shelf of pants, shirts, dresses, etc., keep the majority of your items in the stock room. When the customer and associate have worked together to make a decision, that associate should talk to a clerk in the backroom, insure that the item in your size was in stock, and retrieve the item from the stock room; that’s customer service.

There should be very few registers. Hand held computers with the capability of completing credit card transactions should be used whenever possible. Several areas where shopping bags were located in enclosed areas would finalize the customer’s experience.

The actual sales floor could be smaller; the emphasis on a well-stocked “backroom.”

If customers become as important as profits, retail stores will remain in our nation’s malls and strip shopping centers. If not, they will all disappear.

I owned a hair salon some years ago. I trained my employees well in reference to excellent customer service. Ours was the busiest establishment of its type in the area. We offered more than talented individuals, we offered a pleasant and memorable experience.

I doubt that any “department store” is willing to take my advice; it might cost them one-percent of their profits.

Op-Ed

By James Turnage

Photo Courtesy of Mike Mozart

Follow me on twitter; @jamesturnagenov

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