Comment: Old-fashioned customer service goes a long way in retail

The battle between online and multichannel retailers shows no sign of abating, despite the Government seemingly
dismissing the call for an online sales tax.

Retailers across the divide are eyeing up each other’s competitive advantages and crying foul when something appears unfair or unequal.

It was interesting to follow coverage of Best Buy’s robust performance in the US in rebuilding its business, but also in taking the battle to Amazon.

Best Buy won plaudits for its aggressive price-matching strategy, cost-cutting initiatives and the introduction of new
in-store areas to attract customers. Many also noted that in several US states that have introduced an online sales tax, Amazon’s price advantage has been eroded.

Jacques-Antoine Granjon, the founder of Vente-privee.com, takes a sanguine view, seeing equal challenges for both online and offline retailers.

He says that consumers are motivated by “needs” and “pleasures” and that applies to all retailers. And he recognises that the in-store experience is still able to deliver an advantage that online can’t.

One of those advantages has to be old-fashioned salesmanship. Much is made, rightly, about great customer service. Actual ‘selling’ is often overlooked but, if done well, it can leave the customer feeling satisfied about their experience.

I can vouch for that, having recently experienced a couple of great examples over just two days. One was in a DIY store where the young assistant showed great product knowledge and a willingness to go looking for an item not on the shelf. Then, because it was a large item, he insisted on carrying it to the car.

The ultimate was at Pets at Home, which I suddenly have a reason to visit beyond just professional interest.

While I was looking confusedly at the shelves, an assistant offered to help, explaining everything I asked of him and sent me off with an armload of products.

Overhearing his knowledge and confidence, a small queue of customers formed to speak to him. Take a bow Darren ‘the dog man’. Brilliant.

• Ian McGarrigle, Director, World Retail Congress