FORT WAYNE – Shopper Joe Dumas isn’t a fan of holiday hoopla.
“Instead of creating a riot atmosphere, why not just have the sales all day long?” asked the 43-year-old Fort Wayne resident, who frowns on early-bird specials and other Christmas promotions.
“I don’t go to those (holiday) sales. Stores should just order more merchandise and put it on the shelves. They’d still make their money.”
Dumas isn’t alone in his feelings. Sure, shoppers want big deals, but customer satisfaction isn’t just about price.
As yuletide shopping enters its final stretch, a marketing expert says retailers are smart to consider the role that customer service plays in purchases.
The National Retail Federation last week revised its holiday shopping forecast to a 3.3 percent increase over 2009. In October, the group in Washington, D.C., said sales this year would rise only 2.3 percent.
Even so, merchants would do well to not take customers for granted, said Christopher Groening, assistant professor of marketing at the University of Missouri, who researches customer service and satisfaction.
Free gift wrap, complimentary coffee, gift bags and similar offerings are all indicators that a merchant isn’t just fixed on making a buck, he said.
“It is important that people feel like they’re not just a number,” Groening said. “Little things do mean a lot. When you pull up to the store’s entrance, is it easy to get in, and once you’re in, how are you treated?”
Groening said there is a segment of consumers whose only concern is low prices, but for others, customer service determines whether they’ll loosen their purse strings.
“There are touch points that decide if a person shops at a particular store,” Groening said.
A greeting that comes across as “plastic” isn’t likely to melt hearts, he said.
“People can tell when a smile is forced,” Groening said. “It’s like when you call a customer service line and you can almost hear the pages turn as the person on the other line talks to you.”
Going beyond
David Skelly is the manager of Uncle Bill’s Pet Center in Fort Wayne. Store associates there try to go beyond what is required of them, he said.
“We carry out dog food to people’s cars,” Skelly said. “We’ve had customers say they like that because they don’t get it at (other pet outlets).”
The pet store, 6339 W. Jefferson Blvd., also provides free delivery for large fish-tank purchases and will test the chemical levels for patrons without a fee.
“They just have to bring in a sample from their tank,” Skelly said.
The store also avoids a cookie-cutter approach when addressing customer concerns, he said.
“We look at every situation on its own merit,” Skelly said. “We’re very service-oriented.”
Groening said that is lacking at manyother retailers. A store that refuses to take into account extenuating circumstances if a customer misses the deadline to return merchandise can be viewed as harsh.
“You want to make an effort to treat people as individuals,” he said.
“Stores should empower non-managerial employees to grant special exceptions. People shouldn’t always be told by associates that they’re just following the rules.”
Ann Wespon of Fort Wayne said she doesn’t patronize stores where staffs are rude – no matter how cheap the prices.
“If they treat me wrong, I’m gone,” said the 46-year-old production worker.
Wespon said she has noticed that some sales clerks “can get attitudy” when crowds start pressing in on them.
“I just say have a blessed day,” Wespon said. But she also will think twice about shopping with them again.
“Overall, I’ve had good experiences shopping this year,” said Wespon, who recently bought toys at the Family Dollar outlet next to George’s International Market on Broadway. “Everybody has been nice for the most part.”
Officials at the National Retail Federation are optimistic.
“The start to the holiday season has surpassed all expectations,” Matthew Shay, federation president and CEO, said in a statement.
“While employment data is still a concern, we are starting to see improvement in other economic indicators that support an increase to our forecast. In order to sustain this momentum for retailers and the U.S. economy, there must be a renewed focus on jobs as we enter the new year.”
