On Monday 20th June 2016, the day after “Fathers Day” I decided to go do a little shopping to try and gauge if retail stores are serious about making a sale and deliver a great customer experience.
Arrived at Tygervalley at 12h10 and was glad to get into the mall from the cold rainy weather outside. First store to attract me over the threshold was Cape Union Mart. Always a great store to shop in when the cape winter is blowing a gale and temperatures are dropping.
In the middle of the rear wall in the men’s department I spotted a chocolate coloured leather jacket I have had my eye on for the past few weeks. The only one I could see was actually on a bust as a display item.
No other leather jackets were nearby on hangers where I could look at the price ticket and check the size. Unfortunately although plenty of sales associates around, none came forward to offer assistance with the leather jacket. Disappointed, I moved along to the shoe department where excitement started to take over when I saw some styles of Salomon active shoes were on promotion.
The yellow style with red trim cried out to me “Buy me buy me” and I immediately made up my mind I would buy if they had my size. Within a few seconds sales associate Ashley was beside me offering to go and fetch my size. Then a few minutes later he was back with a size 42 and I knew this sale was going to happen.
Shoes fitted perfect, great promotional price, easy to decide — sold.
Ashley then went on and introduced the recommended cleaner which gave him an extra add on sale of R99. This business is really trying to both achieve the sale and provide good service. When I went to the cash wrap to pay I was third in the que, but the store had three terminals operating so no long wait. I was a little disappointed when the cashier apologised about only having a plastic packet which was four times larger than the size of the shoe box I was buying. (Said they had run out of smaller packets). This made the rest of my shopping trip a bit frustrating as the shoes were difficult to carry in this gigantic packet.
Next store was Zara, thought I may see a leather jacket in the new winter collection. As I walked through the entrance I was very conscience of the “Big empty store”.
Not a customer to be seen, no music playing and very little staff On the floor. The lack of customers almost made the shopping experience negative no vibe or atmosphere which I enjoy when I am shopping. No leather jackets, all PU, so time to move along.
Walking past Edgars which I normally do as actually going into the store usually ends up leaving me frustrated and depressed for the rest of the day. I decided to go in anyway and do a quick visit to the men’s and ladies shoe departments to see if Edgars management had upped thier game and had some sales associates on call eager to sell a pair of shoes.
But no, true to form, Edgars is still not interested in any type of customer service at the shoe departments as not a sales person was in sight even after hanging around in the men’s shoe area for just over ten minutes. Oh well, this business obviously is not focused on selling product.
On my way back to the car park I spotted Due South on the right and thought I would go have a look at what Salomon shoes they had in stock and see if I actually did get a bargain at Cape Union Mart.
Once over the entrance door I walked through the trading floor to the shoe area which was situated at the back of the store. I stayed in front of the shoe display for close to ten minutes and never once did anyone appear to ask me if I needed assistance or if I wanted to buy. Another business not switched onto this service and selling theory.
Anyway I felt good because I had confirmed I got a great buy on the Salomon purchase at Cape Union.
It was a quick shopping spree just over one hour and at the end I must compliment Cape Union Mart who were the only retail store that actually took the time to interact with me and yes, they made the sale.
enjoy your shopping…..