Retailers should take on the mantra “do unto others as you would have them do unto you” and sales will follow.

Wandering into a wine merchant in east London on Saturday it was hard not to be beguiled by the service that was on offer. This was not a cheap place and its selection was impressive, but the wine sought was not stocked. In most stores that would be it, you’d be left to your own devices or, at best, an alternative might be offered. Instead, the member of staff asked for the full name of the wine, headed for the computer at the cash desk and looked it up. Information was then offered about where it might be purchased nearby and what might be the best way to get there. 

All good, but where’s the payoff for the retailer who’s failed to make the sale? In truth, there wasn’t one and all that was offered was a simple pitch: “The next time you need something, just give us a call ahead of coming in and we’ll see what can be done.”

Simple therefore, but more than sufficient to ensure that a return visit will be made. There was a generosity of spirit about the whole process that meant you’d probably be inclined to give this retailer a second chance, even although it didn’t have what was asked for. This, of course, is retail on the micro scale and the shop itself was a beautiful piece of design that would probably make you want to have a look around anyway. That said, how many instances of the kind are likely to be encountered on the high street?

John Lewis on Oxford Street stands proud as an example of what is possible, even in the considerably more impersonal surroundings of a very large store. Walk into this one on a busy weekend afternoon and the chances are good that a member of staff bearing an iPad will be close to the door ready to proffer advice on where other shops are located and the best way of getting to them using public transport. This costs just the time of a member of staff and is a whole lot more engaging than the usual ‘greeter’ that tends to be found at this end of the retail spectrum.

The lesson perhaps of the east London wine shop is a simple one and it boils down to retail karma – or perhaps do unto others are you would have done unto you. It will work.   

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