by Nissa Hanna
Like many Millennial and Xer consumers, I’m an eclectic sartorial shopper, mixing mostly moderate-priced pieces with fast fashions. I’ve come to accept that aside from the occasional splurge in a high-end store, I’m just not paying enough to get good customer service. But a recent encounter at apparel store Martin + Osa changed my mind.
As a sales assistant walked me back to the dressing room to try on a $40 shirt, she offered me a complimentary bottle of water. I’m pretty sure I heard a record scratch. I might have stopped in my tracks. And when I asked a few fit questions, she made competent and articulate style suggestions. The chain also offers complimentary alterations.
It’s these kinds of touches that have the power to engage customers in an era where shopping can often equal guilt or drudgery. A multi-country consumer survey by Euro RSCG found that even in the recession, customer service is still critical: 67% of respondents said that top-notch attention factors into their purchasing decisions (MarketingCharts.com 5.22.09).
When so many stores are vying for shoppers, it’s time to think beyond subtracting (prices) from the experience and focus on ways to add value through better customer service. How ’bout a snack with that water?
