Focus Group - Lacking Luxury in New York City Retail

     Today, I was part of an elite Focus Group.  All of us had experience in luxury retail, sales, and customer service.  We addressed the low level of luxury retail and its environment in New York City.  Targeting Manhattan's famous ultra-lux retail district, Fifth & Madison Avenues, we observed salesmanship and the treatment of customers.  22 people were dispersed in that radius.  
     Among many things, they evaluated:

-Was there a prompt greeting/non-verbal acknowledgement?

-Did the sales associate introduce themselves?

-Did someone offer the client a refreshment?

-Did someone discover the reason for the client's visit?

-Did the sales associate learn about the client?

-How was merchandise shown/handled to the client?

-How was merchandise displayed in the store/boutique?

-How well was the merchandise described?

-Did the client learn about its value?

-Did the client learn about related services from the store?

-Were the sales associates sincere?

-Was related merchandise suggested to accompany the item of interest?

-Did the sales associate offer their business card?

-Was an attempt made to collect the client's information?

-Did someone escort the client to the exit?

     The kinds of brands that you might consider top-tier luxury were tested in that region:

     The average score for all of them (1 = low, 10 = high) was 4 or 5.  From 22 individuals.  That's terrible!  Terrible for an international city that touts itself as the global mecca of fashion & retail!  Terrible for a metropolis that is targeted by millions of tourists, annually.  Terrible for a historically famous luxury shopping district with the highest rents in the city (and America).  Terrible for flagship store locations!  Terrible for those brands, which are capable of doing better. 

     Where is the quality control? 

     Where is the education of how to treat a luxury client?

     Where is the impetus to care? 

     At LVMH, uncaring salesmen ignored customers and expected the customers to merely approach them when they were finally ready to pay for something.  I suppose they expected the products to "sell themselves".  In Barney's, salesmen were snooty to clients who weren't dressed luxuriously.  In Saks Fifth Avenue, sales associates were crass and impolite when customers gently interrupted their personal conversations to ask for assistance.  
     Someone took a picture of how carelessly the Rolex watches were displayed at Wempe Jewelers on Fifth Avenue (upside down, lower left) for all to see--on the main floor!  (Not to mention how sloppily misaligned each one is).  What kind of unprofessionals do they employ?  If they don't pay attention and respect the brand, why are they working there? These are supposed to be the city's best stores.  

     If you refer to my prior blog entries about Filth Along Fifth Avenue and the Interview Process in NYC, you'll understand why the level of customer service in NYC plummeted.  Uncaring management--treating employees like disposable resources amidst a sea of job-seekers (they treat clients similarly)--depends on the cache of their brand name/image without thinking that SERVICE deserves attention.  Why else would they condone such unhelpful staff, sloppy stores, unprofessional behavior, or crass ways of handling valuable merchandise?  We know that Manhattan was historically founded on the basis of merely making profit.  Yet, it's silly for such companies to assume that their clients will tolerate such behavior in NYC... when other shopping locations are available around the world... when e-commerce is growing... when mid-level purveyors are offering better service... when all of their merchandise is mostly an "emotional buy" (not a need).  So simple.  Such a failure.