Wednesday, June 15, 2016

Retail Branding: Don't Confuse The Customer

Over the past few days I’ve done my fair share of browsing unfamiliar retail environments.

I cannot find a goddamn thing.

In Publix (grocery store) I needed a protein bar. Well who would think that the protein bars would be in the same aisle as the…Snapple and shampoo.

Perhaps you’re thinking Macy’s, a national brand, would be better.

No.

Here is what we confronted in our quest to buy a bathing suit for my husband.




It was a dizzying array of merchandise, but everything was piled on top of everything, placed adjacent to every other thing, and the store was almost impossible to navigate.

Plus the customer service staff was scarce.

One guy with a mountain beard stood there trying to look preoccupied with folding things.

Another lady was sweeping the men’s dressing room (???).

And then of course there was a person at the cash register, dealing with customers.

For goodness sake, carry less stuff and use white space. Have better signs. And require staff to interact with customers in a way that is genuinely kind and helpful.

Don’t you want to sell stuff?

_____

All opinions my own.



All opinions my own. Photos by me.

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Copyright 2016 by Dannielle Blumenthal, Ph.D. All opinions are the author's own. Powered by Blogger.