First let me begin today's post with a moment of silence and reflection for the tragedy in Nice, and for all those around the world who are suffering, unsafe, or are unwell.
A few weeks ago, I was enjoying a quick lunch and getting some work done remotely at Chickfila, and overheard the owner/operator conducting a few interviews. Miss Laurie was looking to hire a community relations type manager, and conducted each interview the same way. She began by explaining the strengths, weaknesses, opportunities, and threats of the business, the direction she was hoping the position would take, and engaged in dialogue to really get to know the candidates as people, and not just professionals.
It's one thing for an owner / operator / manager to define expectations for their employees and their business, but it's another for them to lead by example. I can't tell you how many times I've been to this location and witnessed Miss Laurie walking around the dining room, talking to customers, refilling beverages, and cleaning tables, let alone working the cash register, taking orders, or busy in the kitchen. When most quick service restaurateurs are hoping to turn customers in and out as quickly as possible, Miss Laurie fosters and encourages a community atmosphere, where customers are encouraged to take their time, relax, and enjoy their meal and the pleasure of their company. From students doing homework, to older customers visiting with their friends over weekly coffee and biscuits, people are welcomed to the restaurant just as warmly as they would be in Miss Laurie's own home. How many times have you been to a business, let alone a busy restaurant, and felt like there were no employees working, let alone a manager supervising?
When you lead by example, you not only intensify your location's business plan, but you also show your employees and customers that you care. You care that employees have the right tools, at the right time to accomplish their jobs. You care that customers' needs are not only met, but expectations are exceeded. You care that the experience for all is positive, professional, comfortable, and complete.
In any business, but especially luxury retail, your mind must always be moving. Don't just limit your observation to businesses in your same demographic or neighborhood; push your growth by observing multiple types of businesses in your community. Which businesses have a comfortable atmosphere for their clients? Which businesses think creatively to market their brand, intensify their awareness, or redefine their image? What can you do to make your store / business more marketable, more profitable, or more efficient?
Take a hike. Literally walk out to the parking lot. See what greets your clients. Do you see trash, litter, and dead plants? Are carts scattered throughout, making more of a hazardous obstacle course, rather than an easy place to leave the car? Are signs lit, doors operating properly, and accessibility easy for all? Walk in your facility. What's the first thing that you notice? Are the lights all burning brightly? Is the floor shiny, free of dirt, debris, and dust? Is the fragrance of your store pleasant? Do signs make sense, encourage and entice a purchase, or spark a conversation between associates and customers? Each week, I try to walk with my teammates, encouraging them to "think like our customers" and focus to the customer experience. As operators, it's so easy to get lost in a sea of never-ending tasks, to-do lists, floor updates, and reports. The more we walk and work on the floor, the better.
To be on top of our game, we must constantly assess and observe. Perform a SWOT analysis and encourage your managers, supervisors, and teammates to periodically conduct their own assessment. Celebrate your strengths, identify your weaknesses and formulate a plan to turn them into strengths, highlight opportunities for growth and improvement, confront threats head-on with a concise plan of action. Not only will this effort make your own brand more marketable, more profitable, and more efficient, but you'll also build a strong team and provide the opportunity to develop talent from within your own organization.
Who do you look for inspiration? What companies go above and beyond? Who impresses you?
I've worked in luxury retail for nearly 18 years now. A friend was asking me if I thought I'd only ever work in luxury. And my first response was plain and simple: anything can be luxury. So my short answer: yes.
Consider this: with the right attitude, approach, and communication, every job can be luxurious.
The attitude: you must always convey a "can-do" tone with your clients. The more service you deliver, the more time and resources you invest, the relationship becomes more meaningful and more valuable. Asking open ended questions will determine not only the immediate needs of your clients, but help you learn valuable details about their life and long term goals. In luxury retail especially, personal details and knowledge is more than power. They lead to money in the bank.
Your approach must be consistent. You must warmly welcome your clients, quickly determine their needs and wants, and start achieving those goals. Customers don't buy shovels because they want a shovel; customers buy shovels because they need to get digging. The quicker you respond, the more time you save the clients, and thus, the most loyalty you establish. Time is everything, no matter what demographic you may be categorized.
Communication is everything. What does your uniform or clothing say about your personality and salesmanship? Are you trendy, polished, and professional? Or did you just roll out of bed and last launder your wardrobe when Tony Blair was at the helm of the kingdom? Speak confidently and competently; know as much as possible about the goods and services on offer, what you can do for your clients, and how to achieve their goals quickly and discretely. When you act with purpose, you'll be viewed more seriously and more favorably. Ultimately, you should be committed
to driving the business and mastering your craft. And when you do, you'll exceed your
own goals and do so with an added dash of style + class.
In doing so, you'll want to offer your clients either a sample of the goods or services you wish to sell. Recently I was visiting my favorite Nordstrom store in Nashville with a friend. While we were browsing the cosmetics and skincare department, an associate quickly and casually greeted us, offered herself for assistance if needed, and told us she'd check back with us. She was unobtrusive and quite lovely. A few moments later, upon reapproach, the conversation turned to new products on offer. Candy, the associate, asked if we had ever heard of the brand Diptyque. I had indicated that I had a favorite candle, but that's all I really knew of the brand. Her simple question turned into the biggest smile. Apparently the brand wanted to remove their skincare range from the store, but Candy was so excited and had built a loyal customer base for the products, that they were able to keep the extended range. And since I had never tried the skincare before, she wanted to offer me a few samples. After a moment away, I was presented with the loveliest little bag of a handful of samples, her business card, and the invitation to follow up and share my thoughts on the products.
I'm so impressed. Not only was Candy excited about her products, but she knew exactly how to introduce the brand. And with her fabulous presentation, she not only signaled to me that the products were really wonderful, but she signaled to me that she had established a great relationship with the brand's executives, she was willing to go above and beyond for her customers, and the service she could provide me would be top notch as well.
Candy could have very easily pointed to a few "tester" products on the shelf and told us to take a look. But instead, by offering a few samples in a small bag with her business card, and asking the right amount of questions, she created a solid relationship.
We can all take a few tips from Candy. If you work at a supermarket, offer to push the groceries out to your client's car. It'll give you a moment to grab some fresh air, a little added exercise, and you will be able to push the empty cart back in and prevent unwanted dings and dents in the parking lot. Or if you work at a clothing store, make sure to nicely fold the purchases before placing them in the bag. Wrap them with tissue paper if available. And walk around the cash register to present the purchases to your clients and thank them for their business. Or if you're a travel agent, be sure to follow up with your clients after their return. Not only will your interest in their happiness solidify business in the future, but you may also learn additional tips or updated information from your clients to pass along to others.
No matter what you're selling, offer a sample as much as possible. You never know what big successes may stem from such a small gesture.
Is it just me, or does it seem like more and more companies are merging into conglomerates and mega-companies? Over the last few years we've seen many airlines merging into super-lines, expanding their routes and minimizing their reach. We've seen car companies gobbling up each other like a buffet, mixing the expected with the unexpected. If you told me 15 years ago that Jeep, Fiat, Chrysler, and Maserati would all be owned by the same Group, I would have laughed in your face. Canada's Hudson Bay Company boasts a myriad of retail brands throughout Canada, Belgium, Germany, and the United States, including Galeria Kaufhof, Gilt.com, Hudson's Bay, Home Outfitters, Lord & Taylor, Saks Fifth Avenue, and the Saks outlet version OFF 5th. I'm all for increasing efficiency, implementing best practices, and improving the final product for customers. However, sometimes these mergers aren't as seamless or positive as one would have hoped - often resulting in decreased customer service, layoffs, and lost brand identity.
I read an article recently that said Nordstrom had reported an increased inventory of 12% in the last quarter, and this must mean their having a hard time selling their merchandise. I understand that inventory levels can shed some insight into a brand's business strength and sales figures. But as both a businessman and a customer, I know this only shows a portion of the picture. Have they considered that Nordstrom is constantly evolving with their customers - often featuring new brands and designers, new product categories, and new services? Offering newness takes both time to implement and time to test. Every time I visit my local Nordstrom, there's a line at their coffee bar, the restaurant is packed, and there are plenty of customers - not just looking, but actually buying. It makes me wonder, are those business analysts comparing traditional departments from year-to-year, or are they including the overall inventory?
Buying a Fiat is a completely different experience than buying a Maserati. Buying a wardrobe at gilt.com is a totally different experience than buying a wardrobe at Saks Fifth Avenue. The end result may be basically be the same, but the approach, the expectation, and the experience couldn't be farther apart. Regardless of what products and services are sold, when brands commit themselves to establishing the most incredible experience for their customers, prioritize product knowledge, and implementing a "can-do" attitude to help their customers identify and reach their own goals, every business wins.
Retail = Relationships. Relationships between employees and customers drive the business. Relationships between business partners and shareholders shape the direction of the brand. Relationships between the buyers and designers influence product availability. Relationships between managers and employees effect the atmosphere and culture of each location. And relationships between influential clients and their friends can impact general consumer sentiment toward the brand in general. Better brands prioritize these relationships and spend massive amounts of time and resources both establishing and maintaining positive relationships. And rightfully so.
Yes, companies should focus on the bottom line. But they can't lose sight of the two most important
aspects: their customers and their employees. When you establish a
corporate culture that includes clear expectations, constant support to
not only perform those job expectations, but to succeed and surpass
goals, and an environment that adds value to your employees' lives, this
will only intensify and increase levels of customer satisfaction.
Happy Employees = Happy Customers.
Across every culture and country, there is only one resource that is traded equally: time. When you do something that saves time, there is added value to that task. When you spend time with someone, there is more meaning, more passion, and more value to that moment. When someone gives their time to your cause, you're more thankful, more loyal in the future, and more committed to their relationship and cause. Time is everything. And the same is for the retail industry. When an employee takes time to walk you to a specific department, rather than just point or give you instructions, the customer feels more value and loyalty to the brand. When a manager takes time to train an employee on a new task or improved function, the employee retains the knowledge, feels increased care from their superiors, and an increased priority for teamwork and education. The feeling is contagious.
When has an employee gone above and beyond for you? How did it make you feel? When have you spent extra time with a customer or client? Was there a positive return on investment?
Christian Dior is so much more than small leather goods, ready-to-wear, footwear, fragrance, and beauty products. It is art. It is history. It is elegance.
You know a brand is on their A-game when they are true purveyors of the art world. Take a look at this movie. It is simply beyond.
My faith is very important to me and an integral part of my life. As with all personal preferences and private details, this aspect of my life is usually hidden from plain site in business relations and activities. Unless I've built rapport with a client that extends beyond standard business pleasantries, most would have no idea how I vote and how I worship.
I must admit: my mind wandered during yesterday's gospel at mass. I couldn't stop thinking about the second reading, and how much it applies to my business philosophies.
First, the reading:
1 Cor 12:12-30
Brothers and sisters:
As a body is one though it has many parts, and all the parts of the body, though many, are one body, so also Christ. For in one Spirit we were all baptized into one body, whether Jews or Greeks, slaves or free persons, and we were all given to drink of one Spirit.
Now the body is not a single part, but many. If a foot should say, “Because I am not a hand I do not belong to the body,” it does not for this reason belong any less to the body. Or if an ear should say, “Because I am not an eye I do not belong to the body,” it does not for this reason belong any less to the body. If the whole body were an eye, where would the hearing be? If the whole body were hearing, where would the sense of smell be? But as it is, God placed the parts, each one of them, in the body as he intended. If they were all one part, where would the body be? But as it is, there are many parts, yet one body. The eye cannot say to the hand, “I do not need you,” nor again the head to the feet, “I do not need you.”
Indeed, the parts of the body that seem to be weaker are all the more necessary, and those parts of the body that we consider less honorable we surround with greater honor, and our less presentable parts are treated with greater propriety, whereas our more presentable parts do not need this. But God has so constructed the body as to give greater honor to a part that is without it, so that there may be no division in the body,
but that the parts may have the same concern for one another. If one part suffers, all the parts suffer with it;
if one part is honored, all the parts share its joy.
Now you are Christ’s body, and individually parts of it. Some people God has designated in the church
to be, first, apostles; second, prophets; third, teachers; then, mighty deeds; then gifts of healing, assistance, administration, and varieties of tongues. Are all apostles? Are all prophets? Are all teachers? Do all work mighty deeds? Do all have gifts of healing? Do all speak in tongues? Do all interpret?
The very opening is perfect for any business! "Regardless of your position, we have one mission."
Like the parts of the body referenced above, each department in an organization is unique. There are specific people completing defined duties, separate and equal from other departments. Receivers in your warehouse must check-in merchandise, while operations associates focus on putting the right products in the right places at the right time with the right signs at the right prices, while cashiers quickly and accurately record transactions, customer service agents tend to clients' needs, sales associates push merchandise, visual merchandisers guide displays and signage, supervisors and managers guide the business and direct the action executives plan for the future, ensure marketability, profitability, and efficiency. Without one department, the business picture is incomplete.
As a manager or director, it's important to make sure your team stays motivated and acts in harmony. Your receivers don't need to know the detailed actions required for your cashiers. But they must understand how their positions compliment each other. I like hosting small departmental meetings, focusing on tasks, priorities, updates, and expectations pertinent to each individual group. This makes for maximum efficiency and targeted development. Additionally, regular meetings with the entire team emphasize mission-centric action, positive attitudes, and allow for group celebration of success and identification of opportunities for growth and development.
Don't just wait for a scheduled meeting to communicate with your team! Provide regular feedback by coaching in the moment. If you see behavior that's above and beyond your expectations, praise your employees straightaway. If you observe tactics that could use additional training or tweaking, discretely and quickly identify the actions in question, facilitate a review, document the conversation for training and development tracking, and move forward without delay.
An informed team, clearly aware of their job description, your expectations, working toward the mission of your organization is the end goal. When you take good care of your employees, they in turn take good care of your customers.
Talk the talk and walk the walk. With an added dash of style + class.
China China China. And I don't mean the home-goods term describing generic pottery used for eating, either. I mean that massive country with the world's biggest population. To understand why retailers and businesses, especially those of the luxury segment, can't get their Manolo's moving fast enough toward the great Asian nation, you have to understand a little background history.
Right now, China is gobbling up luxury products - wine, cars, leather goods, and all things fashion and glamour. The economic growth rate from China over the last 10 years has been the fastest in history, estimated to account for nearly 25% of luxury purchases worldwide. This ravenous demand has left many companies scrambling how to, not only provide enough supply to meet demand, but to really understand their new clients' culture, tastes, and buying trends. Everything is so new. Everything is so exciting. Potential beyond imagination. The Chinese market is so enthusiastic that prices are driving through the roof, even pricing out some traditional customer demographics. For example, the wine craze has absolutely erupted in China, driving up the prices of Bordeaux wine to record highs. The current prices are so high, many Europeans can no longer afford the wines they know and love.
Mao Tse Tong's culture revolution literally persecuted external culture and influences. In the late 1970s, sanctions on private ownership and personal wealth were slowly eased, but this pent up energy of the lively people was quickly replaced with a more capitalistic spirit, and it spread like wildfire.
Now, you no longer have to travel to massive metropolises like Beijing, Shanghai, or Hong Kong to find luxury brands. Many small to medium sized cities are also home to those same luxury brands.
I absolutely love watching how brands respond to their new marketplace. Chateau Lafite capitalized massively on their marketing campaign and prioritizing their relationships. Focusing on the societal influencers, Lafite included a simple number "8" on their 2008 vintage directly above the label. Seems simple. Until you understand how important the number "8" is in Chinese culture - it represents luck, fortune, and prosperity. So you can imagine how this culture update paid off massively. Same wine. Different bottle.
It's not uncommon for businesses to tweak their assortments. Global restaurant chains offer regional menus, while designers may offer modified size ranges more in shape with their clients' dimensions. At Dior, for example, sunglasses come in an "as designed" fit and also "modified for the Asian market", fitting the bridge of the nose and head more comfortably and precisely. KFC is currently the leader of the quick serve market in Africa, and offers traditional Jollof rice dishes throughout their Nigerian outlets. Literal catering to local tastes makes for more acceptance and popularity amongst customers.
French powerhouse Hermes didn't tweak their collections for the Chinese market; they created an entirely new brand, exclusive to their new Asian customers: Shang Xia.
Shang Xia is a brand for art of living that promises a unique encounter with the heritage of Chinese design and craftsmanship. The
renowned designer Jiang Qiong Er established Shang Xia with a mission
to create a 21st century lifestyle founded on the finest of Chinese
design traditions. The brand's name is simple yet profound. It
embodies the concept of "up" and "down" in the continuous flow of energy
from past, present and future, transmitting the essence of Chinese
culture and its sublime aesthetics. Building on 5,000 years of
unique inheritance, and in the spirit of dialogue between tradition and
modernity, Shang Xia integrates the warmth, balance and harmony of
Chinese grace into all its products.
Shang Xia's collections are
comprised of striking furniture, fine decorative objects, exquisite
accessories and luxurious garments. Uniquely, it also creates an
annual series of limited edition "cultural objects". These collectibles
convey messages of tradition, guardianship and remembrance. With
flair and exacting attention to detail, Shang Xia preserves the
historical beauty and craftsmanship born of Chinese ingenuity, to
provide a simple, elegant 21st century aesthetic.
What's still even more fascinating to me is that, with all of the money and investment of brands in China, the ultra-high-net-worth and luxury Chinese clients still prefer to buy their luxury goods abroad, not primarily in the mainland. You see, exclusivity is everything. Buying the latest Lady Dior bag is one thing. Buying the latest Lady Dior bag in Paris is another level. Considering import duties, value added taxes, and consumption taxes, prices of luxury goods in China are nearly 50% more expensive than they are in the United States, and can reach as much as 75% more than their European counterparts. It sounds a little funny, but shopping for luxury abroad can prove a bargain!
Smart businesses will have one eye looking east and one eye looking west. they must strike a balance between retaining their identity and heritage, while extending their reach and market share. The next time you're shopping in a luxury boutique, chances are at least one of the staff will be fluent in Mandarin, and quite possibly Shanghainese, Cantonese, or Taiwanese.
The holidays are prime time for adverts - whether print, digital, online, or on the air, smart companies do more than shout sales and new products; smart companies intensify their grand awareness, highlight their company values and ethos, and improve their image. Case en pointe: Canada's WestJet.
For the last few years, the maple flavored airline's Christmas campaigns have gone viral. Absent are sales, new product pitches, and all the traditional commercial aspects. Instead, the company highlights their employees, giving back to their constituents' communities. In doing so, the brand builds upon their diversity, strong customer service, exhibits the priority for compassion and integrity, and overall love for humanity.
It's no longer "just enough" for retailers to have the right products in the right place at the right time with the right signs at the right prices. Consumers demand the best assortments, with the next-best-things, at their fingertips with immediate availability, at prices they can afford or want to pay, and the most incredible service. Who could blame them? With the rise of eCommerce solutions and "two-hour shipping", brands are forced to think outside the box and dazzle the customers.
One advantage traditional brick-and-mortar stores will always hold over eCommerce and other non-contact shopping solutions is the experience. To capitalize on this, brands are amping up their customer service and literally rolling out the red carpet. You're no longer just getting a haircut; you're probably drinking vintage champagne or feasting on delectable dolci. You're no longer navigating parking structures at the airport or waiting in line for an espresso; you're probably being chauffeured in a sedan by the airline and whisked away to the discrete and ultra chic lounge for private check-in and the most extravagant bar, food, and pampering options. You're not just buying shoes or traversing oceans; you're paying for the experience.
Part of the luxury retail experience is this service. It's expected. And it definitely woos clients en masse. At Christian Dior, I learned straightaway the importance of product knowledge and mastering the codes of the House. These minute details are part of the story, and clients absolutely eat it up. So whether describing the intricate detail of the Broderie Cheval t-shirt and its Luneville stitching, the intricate process of hand washing and air drying the calf skin before constructing the coveted Gaucho collection, or describing the pomp and circumstance of Madam Chirac personally requesting the creation of the Lady Dior bag for Princess Diana as a symbol of France on one of her many visits to the country, instilling a piece of this history, an air of this luxury, and enhancing the experience drove the business like none other.
When you get to peak into the business owner's mindset, or learn the story behind a particular piece from a designer, you have so much more appreciation and understanding of the process, the direction, and the artwork behind the product. It transforms the experience from just shopping in a store to acquiring artwork from a very curated and edited offering.
A few weeks ago, I was browsing my favorite shoe store in Nashville, Peter Nappi. At Peter Nappi, the most incredible footwear and small leather goods are fatti a mano (made by hand) in Italy. The space is impressive, the product quality and styling are simply beyond. I was hooked. The space envelopes you and quickly transports you to Firenze. But what I wasn't expecting to see and feel was the detail, the love, and the story behind the designs. The impressive space is often rented for special events and private parties, but business comes first. So as you're shopping, you may notice caterers, sound engineers, lighting professionals, and other event staff quietly and unobtrusively preparing for the festa della notte. While trying not to drool on the countless boots and bags that I thought I couldn't live without, I noticed these incredible arrangements on the bar:
I didn't want to intrude, and couldn't help to take a look at the floral displays. Simple, elegant, and oh-so gorgeous. I had to take a closer look:
Nestled in the midst of these fabulous flowers was rosmarino - fragrant, textured, and so unexpected! Come to find out, these arrangements were personally created by the store's owner in honor of her daughter's engagement. When you love a space so much, investing heart and soul to create the perfect environment, how can you not feel love? Seeing these arrangements, and knowing the simple story instantly made me know that my obsession with Peter Nappisaràper sempre (will be forever). Seeing the love and care taken, the genuine understanding of all things Toscana, and honest passion manifest in every detail is so obvious. They're not just shoes; they're more than that. They're the time spent by the cobbler in Florence. They're the artisanal methods and traditions passed down from generation to generation. It's not just leather. They're repurposed leather pads from a boxing gymnasium in Eastern Europe from the 1930s. Lapiùbellezza.
I feel the exact same way about Tanis & Co. at modelcitizen. Fashion isn't just something to buy - it's a way of life. The ladies at modelcitizen truly represent their namesake, living their best with style, class, and kindness. One could easily order the latest frock from Parker, fabulously flattering denim from Current/Elliott, or the most iconic wrap from DvF - but the experience, the fun, the advice, and extraordinary level of service provided at modelcitizen separate the professionals from the amateurs. You might find tens of thousands of options at a department store and only like one or two pieces, but the hand picked offerings at modelcitizen are incredibly edited and perfectly selected, leaving you with limitless choices that are all top notch and stunningly suited. You could spend years globetrotting, searching for the coolest accessories, most stunning dresses, and most flattering denim around, or you could just take a trip to modelcitizen. Whether virtually or in person, the service and selection are quite impressive.
You don't have to own a business or design your own range to exhibit ownership and elevated attention to detail. Caring for your teammates and clients, focusing on as many aspects of the business as possible, and treating the store/space like your own will instantly elevate your value to the company and solidify your presence to the clients.
Don't get me wrong. Not every product or store must come with an elaborate experience and endearing story. Automobile oil changes need not come with complimentary service for your vacuum cleaner. At the risk of sounding insensitive, I don't really care to learn the detail of refining oil and creating petroleum for fueling my Fiat. I just need to know that the price is right and the fuel is safe for operating.
There's a time and place for everyone and everything in retail. Thankfully as consumers, we can put our money where our mouth is and signal to retailers what we like, what we don't like, and what we expect. And if you're lucky, and if they're smart, they'll engage in dialogue to learn exactly what you're hoping for.
From the retail perspective, do us all a favor this holiday season - take a moment to thank your favorite associates, managers, owners, shopkeepers, service providers, and designers. Tell them what you like, what you may not be in love with, and feel free to ask questions to learn more about the brand, the design, or the people who work there. Relationships are two-ways. And in retail, relationships are everything. After all, tutto (e tutti) ha una storia. Everything (and everyone) has a story.
'Productivity' doesn't just refer to the amount of goods made or services performed; it describes how much an employee may contribute to the financial operation of a business or organization. At first sound, it doesn't make much sense to suggest "slowing down to speed up", but the more you think about it, the more it is manifest.
Slow down with your customers: when you're interacting with clients, your relationship matters almost more than the products/goods you're selling. If the client feels rushed, chances are they don't feel like you're listening. Fast service often equates to unfriendly service. If you've taken the time to woo your clients, inviting them in, pitching new goods/services, and setting aside some time to converse and develop a more meaningful relationship, why shortchange them and rush the experience? If you're in the business of relationships, your goal should be for the client to feel as though you're their only client of the day, giving them your full attention, courtesy, and care. Furthermore, if you pretend they're your only client for the day, you'll also be more in tune with their needs and maximize their spending potential.
Slow down with your employees: when you're constantly rushing from task to task, event to event, meeting to meeting, or location to location, you're often missing out on the power of observation. How do you implement best practices, let alone have the opportunity to make any decent observations? If you're always in a rush, you're setting the tone for your employees and teammates to also speed things up, in turn cutting corners, sacrificing quality for lackluster quantity. Not only will your employees pick up on this behavior, your customers will notice as well. Employees who feel appreciated and enjoy their job environment always work harder, smarter, and pass this positivism on to your clients. Everyone wins.
Slow down with yourself: even the most organized, disciplined multitaskers need a break. It's impossible to always "be on" without taking time to recharge the body, mind, and soul. Whether it's incorporating lunch daily away from your industry, colleagues, and office, planning a quick coffee break or walk around the parking lot, or ultimately a holiday away from life as you know it, getting away, taking a moment to slow the pace and breathe, will allow for greater successes upon your return.
Slow down your interactions: our society is "on-demand" - we want what we want, when we want it, and exactly how we've planned. Sometimes, switching up your interactions will cause your clients, coworkers, and even your competitors to rethink their own agendas. If you always walk the same path from your office to the toilet, choose a different direction. If you always eat in the same cafe, try somewhere new. When you alter your vantage point, you see things differently.
My favorite journalism professor in college taught some powerful life lessons. She'd encourage us to take "walk-abouts" - getting into our community, looking for the extraordinary in our everyday. What looks different? Why is something the way it is? What motivation do you see? What energy is present? What is the tone of your surroundings? If you take a moment to get out of the box, you'll think outside of the box, too.
I'd ask you to stop what you're doing right now, but I hope you at least finish reading my humble thoughts. So when you've completed this moment, I encourage you to do the following exercise:
turn off your mobile communication devices
go outside (either your home or office)
take a quick walk. Introduce yourself to someone you don't know. If you see employees working, family members positively contributing, children behaving, be sure to stop for a moment, meaningfully observe, and thank them for their contributions.
observe. What do you see that you love? What can you improve? What can you enhance of yourself?
When you slow down, you ultimately speed things up.
What makes for the perfect bar? For me, it's an effort by several parties and includes a multitude of factors. I'll describe one of my favorite bars, as an example and try to shed a bit more description and understanding.
Over the weekend I visited my alma mater for a fraternity reunion. I was amongst friends and familiarity, so nostalgia was peak. Walking downtown with one of my best friends, I remembered how wonderful a past birthday celebration was and how much I loved the hotel's bar. So a return visit was necessary.
Decor and lighting: the lighting should be bright enough to see the menu, your friends, and provide seamless ambiance. Sunglasses and squinting need not be required. The desired experience of the owner / creator should be enhanced by the decor. From the furniture materials to the way the wine, spirits, and other liquid refreshments are housed and displayed, to the art, accessories, and dinnerware / flatware / linens, everything should be in harmony.
Happy Distractions: for me, bars are more than just a place to drink. There should be another hook. Maybe it's incredible food, a gorgeous view, or the perfect setting for wonderful conversation.
Options: selections on offer should be edited, varied, and of the best quality. Gorgeous garnishes. Mixers of top quality. Maximum flavor.
The barkeep: an expert, hands down. Their gentle smile welcomes you, setting the stage for what's to come. They decipher your tastes, leading you on a journey around the culinary globe with finesse and flair. They might pepper in an opinion, fact, or story, shaking in a spice to your conversation. The service provided by bartenders is a true art - just the right amount of attention, interaction, and privacy.
The points above are all demonstrated at many places, and especially the Grand Bohemian hotel. Amongst an endless row of typical downtown bars, filled with beer stained floors and a bit too tipsy tourists, enter the stylish + swanky Grand Bohemian: part art gallery, part hotel, part restaurant and lounge, all class. A gorgeous rotunda and lobby, with incredible art and sculpture, and one of a very few Imperial Grand Bösendorfer pianos literally set the tone.
We quickly met Ivy. And I must say, she's a pure professional. Ivy is smart, skilled, polite, kind, and simply beyond. From the very first of many drinks, her ability to not only identify personal tastes and desires and shape that understanding into the most wonderful culinary journey seemed effortless. Her drink recommendations and crafting were spot on. The contribution to our conversation was that of an old friend. And the food - incredible. The perfect portion, execution, and presentation. Thin pizza crispy on the outside, pillowy on the inside, with mountains of mozzarella and mushrooms, finished with herbs and truffle oil. Wagyu beef carpaccio perfectly prepared. And the most copious crab cakes you've ever imagined, with so much crab you swear their held together with magic and angel's breath.
I love this bar. But ultimately, any time spent with your best friend, no matter the location, regardless of decor, will always be the best.
First impressions are everything: they set the tone, establish a framework of what to expect for your clients or guests, and introduce what's to come. You only get one chance to greet someone; there are no do-overs. You must be spot-on every time.
When you're working in a small boutique or office, the most logical time for greeting is upon immediate entry to the space - whether a quick hello, a smile or wave, you physically acknowledge your clients' presence. As the employee, remove all barriers. Walk to meet your clients on the same plane, introduce yourself, and welcome them to your business. It's at that time that "discovery" begins - learning what brings the client in, what goods and services you can suggest, and execute those plans.
In a larger store or office, sometimes there are layers - multiple floors, departments and private areas. If you're assigned a particular zone, welcome your clients when they enter your space, just as you would as if the space was it's only building. Speaking of space within spaces - it's important to always treat your zone like it's in a building of its own - how does your space look to the outside? Do your fixtures and displays tell a "story" from all sides? Is your cash wrap / desk space organized and free from clutter from all angles? Ensuring your area maximizes space and impression will ensure strong profits and successes.
Never assume your clients have been greeted. Maybe they slipped in unnoticed. Or they were engaged in conversation and the other associates / greeter / security guard didn't want to interrupt. Regardless, start from the beginning. And remember, body language is everything. Tall posture, not slouching or leaning. Never fold your arms. If your body is physically open, you'll be professionally ready to receive your clients. You want to be as approachable and available as possible.
Especially in a luxury setting, keep the "clutter" to a minimum. Other than the store telephone, your client book, and maybe an iPad or store issued device, there shouldn't be much else on the salesfloor but your products and props. This allows your "look" to be in harmony with the vision of the brand, and allow you to be even more ready to serve the client. If you've "set up shop" on top of a display case, you're not only blocking the view, but you're sending the message to your clients that you're not available to offer assistance. In luxury, and any segment for that matter, you must be ready for your customers as much as possible. Ready to serve. Ready to please.
Think about external factors that assist in welcoming warmly. Lit candles or room fragrances, music, lighting, even wall colors or treatments and textured flooring all add to the ambiance. Attention to detail will not be lost on your discerning clientele.
A warm welcome is genuine. A warm welcome is your physical body language, the words that you speak, and the added attention from the space you're working in. Make it happen and all will be well.
Do you value shock? A single event that stops you in your tracks, paralyzing your ability to comprehend, to breathe, to process. Nothing else matters.
I think it's safe to understand that no business values shock, save electricians and power providers. However, some businesses' response to shock seems to promote the ensuing behavior. This can be easily avoided with consistent training, coaching-in-the-moment, and not only establishing expectations, but holding those expectations accountable.
For example, Starbucks has a very simple policy: if the customer doesn't like their beverage, with no questions asked, the Barista will remake the drink or offer a refund. Plain and simple. I can't tell you how many times I've witnessed customers react so angrily, so hastily. Over coffee! We're not talking about an event so detrimental to your health, let alone your existence, to merit such a heinous response. Regardless, customers still go overboard, reacting unnecessarily. What's so incredible is that Starbucks trains their employees on how to react; relationships are a priority.
Just yesterday, I witnessed a customer berating the Barista because she received the "wrong sandwich". Now you must understand, I heard the Barista myself seek clarity and repeat the customer's order. Which is exactly what she received, but not what she was hoping for. After spewing anger and hate, demanding to speak to the manager (which the Barista involved was actually the shift manager to start with), the Barista apologized, remade the not-requested-but-hoped-for panino, and even thanked the customer for their business. I was so impressed with her ability to hold control of the situation and demonstrate kindness, in addition to the very ethos of the brand, when the customer displayed the exact opposite.
This type of professional behavior can be replicated in any business. Treat everyone like a "guest", and you won't get lost.
G: Greet. You must greet your customers. A quick "hello" or "welcome to ____" sets the tone. Make sure your tone is sprite and springlike, as a disingenuous welcome instantly detracts from the business. If the client is on the telephone or in conversation, a simple smile and wave will announce your attention and signal you're availabilty.
U: Understand. Why are your clients there? Are they taking a stroll through your boutique, gathering ideas and enjoying the day? Are they comparison shopping, looking to gather education and data? Maybe they'll just "know it when they see it". Whatever their intentions - as the salesperson, it's your job to find out what exactly the client is hoping to accomplish, and make that happen. And then some.
E: Explain. What can you do for them? Once you've identified what exactly they're hoping to accomplish, explain what you can do for them, both immediately and longterm. This can be as simple as helping the client find the perfect dress to wear to for a special occasion, or as complex as executing customer business enterprise solutions.
S: Suggest and sell. You've identified the clients' needs and explained what you can do for them. Now it's time to hit the ball out of the park and set the wheels in motion. Suggest solutions to meet their needs and ask for the sale. All too often, employees will identify the needs of the customer, present a solution, but never ask for the close. To me, that's like creating a menu, shopping for the groceries, spending all day preparing a beautiful meal, but then never serving the dishes. You must ask for the sale!
I understand you're looking for a new vehicle. You want something classy, with great power, loaded with every amenity and safety feature available, that will last you the better part of a decade and grow with both you and your lifestyle to come. I suggest the 2016 Mercedes-Benz AMG GLE Coupe. Shall we place the order for your new car?
I recognize selling a car usually brings a much lengthier process and requires infinite more resources, but you get the gist. Ask for the sale.
T: Thank. What was the original goal of the customer? To purchase goods or services? To gain education and insight? To try something new? Whatever the reason, thank your customer. Invite them to return. Tell them you want to stay in touch, ask for their contact information, and do something with it. Within a week, send a quick thank you note. It must be hand written. Short, sweet, and to the point.
Hello Mrs. Thompson,
I hope this message finds you well. I want to thank you for stopping in to the boutique today. I know you're going to love your new Lady Dior bag. Remember, the bag is made of luxurious lambskin, so be sure to keep it away from your dark denims. I hope to see you soon! à bientôt, Joseph Within two weeks of sending the note, follow up with a phone call. Your reason for calling: securing future business. Your approach, making sure you had the right address on file, that they received the note, and that they're loving their purchase. This will massively decrease product returns and ensure happiness with the customer. It also allows for even more understanding about your client. In the example above, where did Mrs. Thompson first take her new Lady Dior bag? Was she celebrating a special occasion (that you should be notating in her client file for future acknowledgement), or was it "just because..." Learning why clients buy, understanding their motivation and spending abilities, will help you with future business engagements.
You've now officially started clienteleing - or leveraging your professional relationships to drive the business. With consistency and practice, you'll grow your network of customers and clients beyond measure. And once you're at the next level, it will never matter again what good or service you're selling - you'll always have a strong customer base loyal to you.
Treating your clients like GUESTs every time is only enhanced by your attitude. Find your voice. In the car example above, if I worked for the very storied Mercedes-Benz, I'd learn about German culture. Maybe offer clients' children a small bag of Haribo gummy bears or sign every thank you note with a simple and easily translated danke. The simple gestures can exceed your clients' expectations, setting you above and beyond the competition, and ultimately benefit the sales probability and outcome.
A friend asked if this method is applicable to more than just traditional retail situations. The answer: absolutely.
Imagine for a moment that you're an insurance salesman. Of course, you'll follow an established sales tactic: become well versed in your products and services, identify potential clients, pitch your solutions, ask for the sale, and close the transaction. But it doesn't stop there. Clients want to know that you're going to grow with them, not just sell them one product and move along. Regardless of what you're selling, you must include the promise of future growth and commitment between you (or your company) and the client. If you're selling software, will you offer regular check-ins to train new employees? Will you reassess the clients' business needs on a consistent schedule, ensuring the right solutions for the right needs? Do you offer a discount or incentive to purchase additional products/services/solutions in the future?
It's not always what product or service you're selling, but the access to your expertise and assistance in the future. In the world of computers and telecommunications, Apple not only sells wonderful products, they also push solutions and prioritizes the customer relationship. Senior Vice President of Retail Angela Ahrendts doesn't just bring the style and class of Burberry to the table, but a commitment to building trust and longevity with their very valuable customers.
Sometimes, unconventional leaders are the way to drive the business to unexpected heights. Many might have questioned why the fruitful technology giant would have lured a luxury fashion executive, but for those who know Ms. Ahrendts' critical thinking abilities, quest for excellence in customer experience, and remarkable methods to not only capture clients' attention but their loyalty and lifelong business, it was no surprise. Subsequently, her realigning of the eCommerce department with the traditional brick-and-mortar retail department has already increased profits, minimized expenditures, and maximized customers' opinions.
In short, treat your customers like you want to be treated. Maximize each opportunity to strengthen the relationship, further your brand's awareness, and be honest. After all, the answer is no...until you ask.
I know, I know. It's been way too long. And the last time I posted, I promised I would try to post more often. It's not for a lack of trying. I hate to sound cliche, but time really does fly by when you're having fun.
Regardless, we're back together and I love this moment.
I wanted to start this post with "I was thinking about retail the other day..." but I think about retail all the time. When you work in retail, regardless of what goods or services you're selling, you're always thinking about retail. A trip to the local Target or Sainsbury's isn't just a quick trip, but an absorption of best practices. You're constantly looking at what others are looking at, what're they buying or not buying, the level of service, what are others doing.
Competition in the retail marketplace has never been more intense - when it comes down to it, anyone can get anything at any time. Whether online or in your local retailer, nothing is out of touch or off limits. This is where the brand loyalty and customer experience separate the professionals from the amateurs. Everyday elegance is key.
What is everyday elegance? That feeling you get when you know you're being paid attention to, with the right amount of care, where you accomplish your tasks, possibly more, and leave appreciated and excited.
As a retailer, I understand how frustrating it can be when customers are
shopping by themselves and have a Bluetooth earpiece - they may be
engrossed on a phone call, or listening to an important podcast or their
favorite song. You want to greet them and offer your services, but
don't want to interrupt - so when I'm shopping solo, I make sure to take
the most obvious headphones I have, so it's clear to the associate I'm
focused on something else. With eye contact, a quick wave or smile, and
a motion of the phone, the associate will get the message you don't
want to be bothered. When you've wrapped up your business, you can get
to business wherever you may be.
The other day I was visiting the local Nordstrom department store. I was shopping by myself, really just enjoying the day. I had nothing particular on my shopping list, and was happy to be enjoying the moment. Since I was by myself, I made sure my iPhone was fully charged and my headphones in hand. I was so pleased to wander - both mentally with the music, and physically in the store. Watching what people were gravitating towards, how the merchandise was displayed, traffic patterns, and how customers and associates interacted. The approach is most important to me - you want to be friendly, engaging, and offer your services, without being too pushy or persistent. You want to be genuine and professional, friendly and casual, good and poised. In "the rail" department, I believe her name was Caroline - such a fabulous interaction. She saw I was on the phone, made eye contact, waved a hello, and then went about her business. Once I concluded my conversation, she reapproached, introduced herself, and let me know she didn't want to interrupt while I was on the phone. She told me about some new products that I "just had to see" and offered her name, for any requests or assistance needed.
I was so impressed.
I went upstairs to the second floor and began to navigate the hustle and bustle of the cosmetics and fragrance department. I felt like I was in a train station - people everywhere, loud music, women getting primped, slathered, and pampered with the latest potions, lotions, and perfumes. I made my way to the Tom Ford Beauty counter, and casually smelled a few of the fragrances. Tonya, like Caroline, was spot-on. The most welcoming smile, genuine love of her brand, and passion for her craft - I was absolutely blown away. Product knowledge, tips and tricks, and ability to drive the business were so very obvious. The best part - Tonya's sales presentation and interaction appeared effortless.
It didn't stop there. I wanted to pass along the positive compliments to management. In less than the blink of an eye, Alyssa was there to tend my needs. Kind, compassionate, and concerned, I shared my thanks and praise. The look on her face was absolutely priceless. You could tell instantly that everyday elegance was a corporate culture prioritized at Nordstrom. It takes a lot of work, but very clearly pays off. I told her I wouldn't mind putting my thoughts onto paper, so she shared the details of her supervisor. The very next day, director Trevor phoned me to thank me in person, and invited me to say hello in person on my next visit. From the top down, this is everyday elegance in action.
That's exactly what everyday elegance is - the ability to meet and exceed your clients' expectations, while gifting them with an experience like none other. You're confident. You're competent. You're an expert in your products and services, friendly and approachable in demeanor, and value the client more than the immediate sale. It's not what you sell, but how you sell it. It's the relationships that matter most.
You don't have to be in a traditional brick-and-mortar store to experience this everyday elegance. B.Brooks is my floral authority - and I've only ever ordered online or over the phone. The customer service is beyond. Once you've created a profile, you're greeted by name every time you phone. They remember who you send flowers to, your preferences, billing/paying details, and important dates. Imagine a consortium of the best florists worldwide, all linked by one best friend. This best friend ensures the best quality, design, and service every single time, no matter where you may be sending flowers to. Want to send Dutch tulips to Tokyo? No problem. On a budget, but still expect a wonderful bouquet? No problem. The friends on the phone at B.Brooks will make it happen, with the freshest, most fragrant flowers you could ever imagine.
Everyday elegance can't be manufactured. It must be genuine, practiced at all levels of the organization, and be a priority. This culture is in the DNA at Christian Dior. Each boutique leaves you not just with a shopping trip, but instills in clients an air of elegance and passion for craftsmanship and iconic codes. Even the fashion shows present this culture - like an unexpected mountain of flowers. Monsieur Dior adored flowers, especially the lily of the valley, so to see Raf Simons honor this at his most recent Parisian presentation, not only gives nod to the fashion founder, but thrusts the brand even more into the state of everyday elegance, a floral fantasy for all.
For me, it's all about that experience. As a customer, you want to know that your places of business prioritize this focus. Show care in the way you display merchandise; provide the right amount of attention and service to your clients; listen; respond accordingly and react with fervor. Smile, say thank you, and follow up.
Everyday elegance isn't reserved for exclusive boutiques and high end shops. You can be warmly greeted anywhere. Happy employees make for happy customers. As a manager, constant coaching and communication in-the-moment are the name of the game. Do you have any upcoming special events? New product launches? Limited releases? Arming your associates with a timely hook, something new and exciting to share, are the perfect ice-breakers. Imagine walking around your local general store and being greeted mid-aisle by an employee. They ensure you're finding everything alright, welcome you again to the store, and point your attention to an end-cap display of seasonal products. That is everyday elegance. Something a little extra, showing you're valued and appreciated. Or at the checkout counter, having the associate look you in the eye and telling you "thank you for shopping here; we really appreciate your business" and concluding with a smile. Those little touches, that extra effort, that is everyday elegance.
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