over the outlet

Retail confession: I have a love/hate relationship with outlets.  Who doesn't love a bargain, though?  And many times, a brand's outlet store is your "last chance" to buy that one piece from last season that you passed up and simply can't get out of your head.  Other than any price savings or last-ditch-effort to procure something you didn't buy and you've been kicking yourself for months over, the hate comes flooding down.  Outlets are typically staffed with associates who lack product knowledge and brand heritage, let alone any initiative to actually help you find something, keep the store tidy and organized, or prevent the place from mimicking more of a garage sale and less of an actual place of business.

With that being said, I'm pleasantly surprised with J.Crew's Mercantile concept.  Imagine taking a typical J.Crew store, staffing it with the expected happy-go-lucky and uber trendy/preppy college crowd, merchandising the store beautifully with props from Martha's Vineyard to Montauk - but the surprising twist - all the merchandise is from the "factory outlet", cleverly disguised as the "Mercantile" - and the prices match, to boot! 

CEO Mickey Drexler is absolutely brilliant.  The economy is slowly allowing a bit of extra spending money, but customers are a little wiser with their money and much more budget conscious, for all spending abilities.  Instead of hoping customers will trek to the outskirts of town on a wild goose chase for a bargain, why not bring a beautiful store to the customers' neighborhoods, construct it just like the full service / full price boutiques they know and love, but supply it with more inexpensive wears, while treating them like their higher-end siblings.

I visited my first J.Crew Mercantile in Charlotte.  It was organized, well stocked, staffed with energetic associates eager to assist, and was beautifully merchandised.  I left inspired, excited, and with a few unexpected purchases. 

arm yourself with awareness

Over the last few weeks, I've been approached by three different retail situations.  I'd like to discuss them all.

First, I was with a friend a few weeks ago at a department store in Florida.  I wanted to show her my favorite coffee counter and pick up a few goodies.  While we were there, we decided to the home goods and furniture, as she was in the market for a new bed.  As luck would be in our favor, there was a collection of brand new mattresses and box springs that were drastically reduced due to a sourcing issue with the manufacturer.  So of course, we had to test out the beds and ultimately bought one.  In the process, the very kind and knowledgeable salesman shared with us a very interesting comment.  He said that business had usually been pretty slow in his department, and there are even employees who work in the store on other floors who didn't even know they sold furniture, let alone beds and mattresses.

Secondly, I was at a more luxurious department store also in Florida, but another city.  I absolutely love skincare and fragrances, so I'm always excited and interested to scope out these departments in various cities.  I like to see what's new, how the stores promote the brands and category, and see what best practices the salespeople implement.  While visiting one of my favorite brands, I recognized the associate.  I had known her through retail for at least a decade, so we had some established rapport.  I was genuinely shopping for myself, but also listening to her interaction with a customer.  After the customer left, she approached me and we began talking about the brand, new products, business, and the like.  She asked my opinion about a new product, and we began sharing tips and tricks of the beauty industry. She also felt comfortable enough to share with me that she was beyond hungry for product knowledge and training, but that her Account Executive was virtually nonexistent. 

Thirdly, while I was shopping at my favorite mall, I stopped in an Italian designer's boutique to take a look around.  I was quickly and warmly greeted by a sales associate, offered a beverage, and encouraged to look around.  So far so good, and impressive, to be honest.  After a few minutes, we started talking about business and insights.  The gentleman shared with me how business was a little tricky, especially since most of their target demographic "only comes to the big department store" and doesn't come out into the mall. 

All three of these problems can be solved with increased and refocused awareness.

In any sales position, it doesn't matter what product or service you're selling.  What does matter are the relationships that you establish and maintain, the manner you sell those products and services, and how you represent yourself and the company.  If you were building a house, you'd need to know what tools are in the toolbox before you begin construction.  This same principle works for retail - know what goods and services are on offer, know what decisions you can or cannot make, and understand  your job description.  

For the mattress example above, it would be so simple to build into your team's schedule a daily, weekly, or even biweekly "walk about" throughout your store.  Encourage your associates to walk around other departments, see what products are new or on special feature, and remind themselves what it's like to view the store as a client.  Then, when you overhear a client talking about a specific need or product they may be seeking, employees can quickly and accurately provide suggestions or guidance. One-stop-shopping and maximized sales at it's finest.

For the beauty counter example, I partly blame the Account Executive.  All too often, companies are so focused on maximizing profitability and minimizing expenses that they disconnect the human aspect of business and distance themselves from success. If this employee's AE had visited in person even one time, it would have been obvious that they were in need of additional training and resources and had the aptitude to take the information and run towards success.  Merely analyzing numbers virtually only tells a part of the retail reality.  Furthermore, employees can always take the initiative on their own time and think creatively.  With some much information easily accessible online, just an hour or two per week at the company's website would offer so much product knowledge, company history and heritage, and insight into inspiration and creative development. 

For the luxury Italian brand, there are always ways to increase traffic to your store.  A hypothetical scenario: if I worked in a Goyard boutique on Mount Street, and there was also a small Goyard section inside Harrod's on Brompton Street, I would go out of my way to make a relationship with the people in Harrod's.  As an employee of the brand in the boutique, you always want people to go to the boutique first. So to be more attractive, I'd introduce myself to the employees at the counter and the management of the store.  Chances are, the boutique employees get more training, more insight, and more attention than employees of leased spaces inside department stores.  When you approach the relationship with honesty and a team spirit, the customer gets more support and the brand sees even more success.  If the department store's buyers bought a shirt in two colors, but the client mentions they want it in an alternate color, how will the department store employees know whether or not the shirt was available in other colors?  If they had a relationship with the actual boutique, this information may be easily shared.  Or, if the department store employee had a relationship with their store's managers or buyers, they could easily see if the requested product was available to their inventory.  Also, if I was working at the smaller boutique, I'd go out of my way to introduce myself to all the concierges at the luxury hotels, local magazine editors, and other luxury industry insiders.  The more networking and brand awareness, the better.  And in luxury, a personal connection is exactly the invitation needed to realize even more opportunity and success.

Long story short: arm yourself with awareness.  Shopping should be simple: customers should find the right products in the right places at the right times with the right signs and at the right prices.  Plain and simple.  Right?

Everyday Elegance

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.