Tag Archives: experience

Interesting contrast in experiences while shopping on Black Friday

I followed my family to the mall on Friday. I’m not a big shopper, but did my duty as a father to join my family and whip out the credit card when necessary. While in the mall, I made note of the “experience” various retailers created.

I noticed the greatest contrast when comparing the experience as Sears vs. that at dELiAs. Sears was as I expected it to be: confusing arrangement of products, limited inventory, messy changing rooms, alarms going off, and long check-out lines due to insufficient registers and check-out clerks. I can sum it up by relaying a conversation I heard between two employees who were folding clothing. Clerk #1, “This sucks.” Clerk #2, “Yeah, it always sucks on Black Friday.” This wasn’t a subtle, under the breath, conversation; it was at a normal voice, for all of us to hear, and it was much longer than what I relayed here. Also notice, that I was standing right in front of them, looking for a particular size and not finding it. I was curious to see if they would offer me help, but not surprised when I didn’t get it.

Now let me contrast that with my experience at dELiAs. Mind you, I’ve never stepped in a dELiAs (or even heard of the brand) before, but my 13 year old daughter was rather excited when she noticed it in the mall. I followed her in, credit card at the ready. I have to say, it was a very pleasant experience, even for me, the dad. We were immediately greeted and asked if we wanted any help. My daughter said no, and rushed off to look at some clothes. The clerk, then offered to take my jacket and bags and put them behind the register.

All over the store, I noticed clerks engaging customers. There were conversations about the clothes, certainly, but about other things as well. While my daughter was in the fitting room, my wife had a conversation with two clerks about where to eat and what other shops we should visit. For me to say that shopping for clothes with my daughter was pleasant, is an amazing statement. I hate shopping, hate shopping for clothes even more, and absolutely dread shopping for girls clothes. (Can’t they all just wear Levis and a t-shirt?)

At then end, when we left, I was given back my bags and jacket. The multiple bags had been consolidated into one big dELiAs bag, making sure I associated the experience with the brand. The only thing missing was some way of allowing or encouraging me to take my experience viral…a subtle push to share.