Having been in the retail business most of my life, I’m almost sure I can tell the difference between a good retailer and a bad one. Having said that I also have a confession: whether by luck or simply great timing, I was already out of the retail industry when the economy went south in 2008. But what I do know is that if you were a good retailer before, you have to be a great one now in order to survive.
Hence the story of what I believe is probably one of the best out there – Nordstrom. They sell many of the same brands your “average” department store sells – not just expensive stuff.
I buy things from them all the time, especially from nordstrom.com (ok I admit, mostly for my wife). What an easy site to navigate, what great people they have to talk to whenever you have a question. The process, whether in store or online, is seamless. Get a size and it doesn’t fit? They’ll send another size, regardless of how much you order, for free. They treat you the same whether you are making a purchase or a return. Their attitude is consistent – consistently pleasant and helpful.
My last visit to one of their main competitors (after having purchased 6 items and needing to return 1) went something like this:
Me: “Yes I have an item I need to return.”
Salesperson: “If that’s Men’s then you have to return it there.”
Me: “Really?”
Salesperson: (with big sigh of disappointment) Well, you’re supposed to, but I guess I could do it here.”
Me: “Thank you.”
Salesperson: No reply (and blank coarse stare).
The same dollars were spent in both stores, yet the experiences that I take away are completely different. I’ll remember it the next time and I may even tell the story a few times because it makes for great cocktail party conversation. Not good for average retailer, good for “Nordy’s.”
My last Nordstrom visit was this week – it was my wife Sheri’s birthday, and a few items I bought her were the wrong size. We returned 2 items and bought 6 more – the two we returned we ended up exchanging because the salesperson offered to ship the new sizes free to our home because they weren’t in stock at that store but were at another.
Later that day, while walking through the mall, my wife saw an outfit on display in the window of an independent retailer that caught her eye. We walked in and waited for the salesperson to finish a transaction. Ten minutes later we were still waiting so we left and came back later. When we did we found out all sale items are final. Having shopped most of the day she didn’t want to try it on so we did what most of us would do in that situation – we left (and probably won’t go back). As a side note, I’ve never had Nordstrom question anything I have ever bought or returned, regardless of the sale price.
In this day and age you have to be pretty close to perfect because consumers are pickier than ever and as that consumer I feel I have every right to be. Make me a happy customer and you’ll keep me a happy customer.
One final note – I just saw today that December retail sales were published and for many the results were less than spectacular. Some chains blamed the weather, some blamed the consumer and some laid no blame – one was Nordstrom, whose same store sales were up 8.4% year to year, over 11% if you’re counting overall sales.
I wonder why….no wait; I think I do know why.
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