I had rather an embarrassing conversation this week.
There I was in a shop looking at a white shirt. I have a bit of a thing for crisp a white shirt, but that is another story.
Sadly, the shirt in my size was not on the rail. So, I had a look around for an assistant. That was when my dilemma began.
Out of the other five people in the shop, who was the staff member? Surely one of them must be, but no one was wearing a uniform or anything that resembled a uniform. As it is warm, I couldn’t even sort the customers from the staff by who is wearing a coat!
I was brave and picked out the lady who I thought was the most likely suspect. Off I went, with a shirt in hand. I was sure I had made a good choice. As you have probably guessed, unfortunately, I was wrong.
The lady I accosted was just another customer. She looked at me like I was a little potty and went back to what she was doing, looking a little offended.
At least I had now narrowed my odds to 1 in 4, as they were only four people left! I decided to take the safe option and stood by the counter and wait for a staff member to help me.
I was told it was company policy for staff to wear the clothes, which are for sale in the store.
However, looking at it from a customer’s point of view, which I was at the time. In my opinion, all this policy does is cause confusion. I don’t really care what the staff look like in the clothes. I want to be able to have the right size and see what I look like in them.
As it was, I didn’t even buy the shirt in the end!
So why am I telling you about this? Is it just to let off a bit of steam?
Well actually no. It is to say that what we all need to do is look at things from the customer's point of view and do what makes their buying journey as easy as possible. If you don’t, there is sure to be a company down the road which will.
You see when I eventually found the member of staff and they found the correct shirt in my size my patience was already wearing thin. Admittedly patience is not my strong point and shopping is not my favourite pastime, but by me not being in the best of moods when I tried the shirt on. They had already reduced the chances of me buying.
So, what can you do to make your customers and prospects buying journey as seamless as possible?
It could be something as easy as just helping them to tell the difference between the staff and other customers, or to reassure them that the person turning up on their doorstep is whom they are expecting.
This look can be easily achieved with a branded shirt or jacket. These are just simple touches which can make a big difference.
If you would like details of branded clothing, get in touch. We have a wide range of options from polo shirts, dress shirts, fleeces and jackets.