so sales managers are only now realizing how annoying sales clerks can be due to the ease of online shopping?
nytimes.com
‘Can I Help You?’ Irks the Web-Savvy Customer
By TAFFY BRODESSER-AKNER
ON a Friday morning last autumn, a reporter walked into a Gap store at the Grove, a shopping mall in Los Angeles. A young, bright-eyed woman in jeggings and a side ponytail bounded over with a warm greeting.
“How are you?” she asked. “Can I help you with anything?”
Over the next 15 minutes, four other similarly young, beaming and bejegginged women approached with the same question. The first two circled back and asked again how they could help.
Less than 10 minutes later, the second one said, “Still doing good?”
And this was at a store where all the clothing is on display, with plentiful colors and sizes.
Roxanna Booth Miller, a fund-raiser who lives in Hartford, said she has had negative reactions to solicitous salespeople at Nordstrom, a store famous for customer service.
“They’re more subtle at Nordstrom, but the message is the same: Buy this!” said Ms. Miller, 43. “I try to be empathetic. They’re trying to make a living, I understand, but as I get older, I just can’t keep feeling bad about it. I was at a Victoria’s Secret, trying something on in a dressing room, and a salesclerk stood outside my door with 10 more items that she thought I’d like.”
Some shoppers may like that kind of hands-on service, but not Ms. Miller. “I really prefer a more solitary shopping experience,” she said.
So does Robin Walker, a children’s clothing designer in Los Angeles. She used to shop at J. Crew and Abercrombie & Fitch in malls, but began to find the salespeople too aggressive.
“Whenever someone sees you, it’s their job to say, ‘Do you need anything?’ ” said Ms. Walker, 32. “They don’t really care how you are. I’m pretty frank. I’d say, ‘I’m good for right now.’ And I’d say, over and over, ‘If I need something, I’ll ask you.’ ”
Eventually, Ms. Walker said, she began doing most of her shopping on the Internet, buying clothing from Gilt.com and
ShopBop.com, as well as the online portals of her favorite stores.
Intolerance of salespeople’s traditional swarm-and-greet approach is increasingly common, said Mark G. Pingol, a vice president at Envirosell, an international consumer behavior research and consulting firm in New York.
“Sales associates have always been aggressive, but it is our exposure to new types of self-shop retail models that have made us more attuned to their pushiness,” Mr. Pingol wrote in an e-mail. “At the department store, the beauty associate is on top of shoppers from the moment they walk into the section. In our studies, women often described them as ‘sharks’ or ‘vultures.’ ”
A customer’s attempt to get to an intended counter “becomes as planned and calculated as a military airstrike,” he added.
Self-service has long infiltrated the consumer experience, most recently with self-checkout at grocery stores. But the biggest factor affecting attitudes toward salespeople may be the amount of time people spend shopping online, which tends to be a solitary experience. In 2011, online shopping on Cyber Monday was up 22 percent over the previous year, according to comScore, which tracks Internet traffic.
“The element of control, by contrast to the salesperson service experience, is attractive,” said Ravi Dhar, a professor of marketing and psychology at Yale. “You feel like you’re in control of the entire experience, and people like that. There is this notion for the millennial generation that they don’t quite like the style of salesmanship that was going on, since they were raised on online shopping. But it might be becoming true for a larger group of people.”
Mr. Dhar and Mr. Pingol mentioned the practice adopted by Sephora, the cosmetics chain, which asks its sales staff to hover in the background until a customer signals for help, as an antidote for those turned off by aggressive salespeople. Mr. Pingol said that women describe Sephora and the Apple chain, which also prefers the soft sell, as “playgrounds.”
A New York company, Shanker Inc., has been helping train salespeople to narrow what its president, Martin Shanker, called the “distancing of the customer from salespeople.”
“This distancing is so serious today that some customers walk into stores and hold their hand up and say, ‘Just looking,’ ” said Mr. Shanker, who said he has trained the employees of luxury stores like Ralph Lauren, Burberry and Van Cleef & Arpels. Mr. Shanker, who has worked in retail and who calls himself a behaviorist, said he believes that customers have been turned off by years of what he calls “greeting clichés.”
“The customer walks into a store, and they need time to adjust their eyes to the light,” he said. “They maybe never were in the store before. They want to feel the lay of the land even if they know what they want. So if you go up to them before they’re ready and say, ‘Can I help you?’ which is a cliché, you hear, ‘No, thank you.’ That’s a silent derailer because, as subtle as that is, the salesperson unintentionally actually pushed the customer to say no. You don’t ever ask or pose any question that would get you a no.”
The key, Mr. Shanker said, is to get salespeople comfortable with silence after their initial approach, which runs counter to the traditional model of following a customer around and offering information about a product the minute the customer looks at or touches it.
As for the high level of attention at the Gap store, Nick Costino, a district manager in Southern California, said the company was aware of customers’ varying attitudes and was adjusting accordingly.
“We see the customer with their earbuds in” who does not want to be approached by a sales representative, Mr. Costino said. “Some shoppers don’t want that kind of service, especially the ones we see who have done their pre-shopping online. But some do. That’s why we have personal stylists in some stores. People ask for that level of interaction.”
In the end, he said, “We are working on being able to deliver on both ends of that service spectrum.”