During my time there, I overheard the store manager proudly boasting that she has no life other than the store: no relationships, no pets, no "interferences". I'm not sure what prompted that part of the conversation, but I doubt it's the correct message to convey to your staff--especially in front of prospective clients. Out of earshot (but closer to me), two idle sales associates commented about that manager, that her overblown dedication stems from her unpolished "country bumpkin" Arkansas origins... and her "lacking luxury" work history. If true, how such a person got hired to manage that company's national flagship store on Manhattan's Madison Avenue is astounding. Either way, it's unprofessional to gossip near customers.
Breaking up their chatter, I asked about the luggage pieces. While an associate rattled off the "script" about the merchandise, another came around the corner and joked, "Oh my God, remember when the new CEO came in with his new suitcase because the wheel broke in half?!" Obviously, he had spoken before seeing me. Regardless, that's not something you mention aloud. ("broke in half"?? What kind of low-quality are they trying to peddle?)
Bypassing the luggage, I browsed their sportswear. A nylon / polyurethane "fused together" shirt "had a value of" $200.00. A "breathable" polyester shirt was priced at $140.00. In another showcase, a stainless steel ballpoint pen cost $500.00. I examined another collection of men's items, but the associate couldn't operate the $4,000.00 piece (which I won't mention to protect the brand).
I was informed of their Ladies collection. The saleswoman brazenly vented frustration at me, describing the popularity of the initial handbag, but the company wasted the profits by designing more bags that were undesirable. Each was "inspired by" (a knockoff of) a iconic handbag from competitors... except they had been created without any female involvement/feedback. Hence, they were too large, too bulky, too complicated, had too few compartments, and had uncomfortable straps. Thus, the company lost money on the unsold products. The saleswoman further stated that instead of researching simple solutions, the company intended to discontinue the handbag collections altogether. "They don't ask for feedback or input at Corporate," she moped. I appreciated her honesty, but it merely highlighted an internal disaster.
"What's your best-selling item?" I asked. She answered that it was a type of sunglasses, which had been around for decades--without much success. Since the company didn't do much advertising, the sunglasses had only gotten popular because a Kardashian started wearing them.
At that moment, I became aware of a penetrating rumbling sound in the boutique. Since the front doors were propped open (I thought the city made it illegal for retailers to keep doors open on hot days, wasting their air-conditioning to attract pedestrians), all the noise from the street flooded in. A bus idled outside, and the echo of its motor ruined the ambiance. An approaching siren, honking horns, and a loud passing truck added disturbance. I'm sure the store gets dirty/dusty from the doors being open, too. It all worked against any attempt to create a luxury shopping experience, and it seemed to repel shoppers.
Retracing my steps to the front door, I saw a line of sales associates and customers at the cash-wrap. Only one cash register? No other "Point of Sale" (POS)? That's crazy for a 2-story flagship store on Madison Ave.! How could they design a store so poorly? In addition, the cash-wrap counter was so small that it didn't allow room to gift-wrap (meanwhile plenty of empty space was available on the sales floor). Curious, I observed closer. As I suspected, the associates were trying to make an antiquated register software work faster. At that moment, the customer at the counter leaned too hard, and the plastic countertop slid loosely! The customer was filling out a New Client Information Form on paper. Who uses paper anymore?
Suddenly, a group of men entered the store and briskly bypassed the sales associates who over-eagerly encircled the front door. I overheard a sales associate remark, "He's another realtor. I'm telling you that they're gonna close this location without telling us--just like they did downtown. As if we won't notice real estate agents showing off our store!" Another associate replied, "Are you surprised? What kind of company would hire two salesmen and tell them that only one will survive... like it's Gladiator-type competition? And then they fire both right before they qualify to get paid commission, after selling for 3 months."
Hmm.
Before leaving, I asked my saleswoman about the brand's parent company, whose name is incorporated in her company's name. How come the parent company didn't use its marquee on the merchandise? Surely, that would be a selling point. "Because the parent company doesn't want anything to do with us," she answered, "They manufacture (blank to protect the innocent) with a great reputation." Why would the profitable parent company want to stay unassociated with the retail branch? Perhaps a difference in product integrity/operations?
I'll say it again: good brand ambassadors are maintained by good treatment / operational activity from their company. More than social media, customers observe the heartfelt enthusiasm and professionalism of a company's representatives.
Breaking up their chatter, I asked about the luggage pieces. While an associate rattled off the "script" about the merchandise, another came around the corner and joked, "Oh my God, remember when the new CEO came in with his new suitcase because the wheel broke in half?!" Obviously, he had spoken before seeing me. Regardless, that's not something you mention aloud. ("broke in half"?? What kind of low-quality are they trying to peddle?)
Bypassing the luggage, I browsed their sportswear. A nylon / polyurethane "fused together" shirt "had a value of" $200.00. A "breathable" polyester shirt was priced at $140.00. In another showcase, a stainless steel ballpoint pen cost $500.00. I examined another collection of men's items, but the associate couldn't operate the $4,000.00 piece (which I won't mention to protect the brand).
I was informed of their Ladies collection. The saleswoman brazenly vented frustration at me, describing the popularity of the initial handbag, but the company wasted the profits by designing more bags that were undesirable. Each was "inspired by" (a knockoff of) a iconic handbag from competitors... except they had been created without any female involvement/feedback. Hence, they were too large, too bulky, too complicated, had too few compartments, and had uncomfortable straps. Thus, the company lost money on the unsold products. The saleswoman further stated that instead of researching simple solutions, the company intended to discontinue the handbag collections altogether. "They don't ask for feedback or input at Corporate," she moped. I appreciated her honesty, but it merely highlighted an internal disaster.
"What's your best-selling item?" I asked. She answered that it was a type of sunglasses, which had been around for decades--without much success. Since the company didn't do much advertising, the sunglasses had only gotten popular because a Kardashian started wearing them.
At that moment, I became aware of a penetrating rumbling sound in the boutique. Since the front doors were propped open (I thought the city made it illegal for retailers to keep doors open on hot days, wasting their air-conditioning to attract pedestrians), all the noise from the street flooded in. A bus idled outside, and the echo of its motor ruined the ambiance. An approaching siren, honking horns, and a loud passing truck added disturbance. I'm sure the store gets dirty/dusty from the doors being open, too. It all worked against any attempt to create a luxury shopping experience, and it seemed to repel shoppers.
Retracing my steps to the front door, I saw a line of sales associates and customers at the cash-wrap. Only one cash register? No other "Point of Sale" (POS)? That's crazy for a 2-story flagship store on Madison Ave.! How could they design a store so poorly? In addition, the cash-wrap counter was so small that it didn't allow room to gift-wrap (meanwhile plenty of empty space was available on the sales floor). Curious, I observed closer. As I suspected, the associates were trying to make an antiquated register software work faster. At that moment, the customer at the counter leaned too hard, and the plastic countertop slid loosely! The customer was filling out a New Client Information Form on paper. Who uses paper anymore?
Suddenly, a group of men entered the store and briskly bypassed the sales associates who over-eagerly encircled the front door. I overheard a sales associate remark, "He's another realtor. I'm telling you that they're gonna close this location without telling us--just like they did downtown. As if we won't notice real estate agents showing off our store!" Another associate replied, "Are you surprised? What kind of company would hire two salesmen and tell them that only one will survive... like it's Gladiator-type competition? And then they fire both right before they qualify to get paid commission, after selling for 3 months."
Hmm.
Before leaving, I asked my saleswoman about the brand's parent company, whose name is incorporated in her company's name. How come the parent company didn't use its marquee on the merchandise? Surely, that would be a selling point. "Because the parent company doesn't want anything to do with us," she answered, "They manufacture (blank to protect the innocent) with a great reputation." Why would the profitable parent company want to stay unassociated with the retail branch? Perhaps a difference in product integrity/operations?
I'll say it again: good brand ambassadors are maintained by good treatment / operational activity from their company. More than social media, customers observe the heartfelt enthusiasm and professionalism of a company's representatives.
