Article published in Earnshaw’s - Cont'd

Often-Overlooked Essentials

There are plenty of extra niceties that will amp up level of service in any store—from sending thank you notes to repeat shoppers to hand-delivering packages. However, there are also some basic customer service necessities that are often overlooked. "We have a few basic rules about service, and the No. 1 is knowing when to make an exception—that’s referring to returns or to people needing extra help. You can’t run a store based on strict policy and you need people working with you that you can delegate that responsibility to," Ghalayini said. Her liberal policy gives
people two weeks to return an item (not just exchange) and she extends that for an additional month around the holidays. "Most kids don’t like trying things on in a strange place, and I don’t want people to be stuck with something that’s not going to work for them," she added.

Because parents with antsy kids in tow usually need to get in and out of a store as quickly as possible, Burgmeier expressed how important it is to have clearly labeled tags. It is essential to have sizes, prices and fabric makeup (especially since so many children have allergies to certain materials) clearly identified. "Speed is very important for many moms. We make it a rule not to put anything on the floor without a price tag and we also re-write the price extra large on the tag," she said.

To reduce clutter and make the shopping experience easier for busy parents, Shannon Richord, owner of Ladybug & Caterpillar in artsy Ventura, Calif., keeps only one size in each item out on the sales floor. "I will go upstairs to get something that isn’t on the floor. You won’t sell anything just standing behind the counter. Most people want that interaction, they want to be shown things," she said. When it comes to sizing, it is also essential that the staff are well-versed in the particular fit of every brand. "A lot of shoppers may not have children, and if they don’t understand sizing they’ll just get frustrated and leave, or everything you sell is going to come back," Ghalayini said.

So that parents can shop a little longer without being interrupted, many of these boutiques have set up play areas with toys, books and even flat-screen televisions showing cartoons to occupy little busy bodies. For moms with babies, Tran has even equipped Trust Fund Baby with a bottle warmer, a nursing chair and a changing table with baby wipes and diapers. "People are shocked by what we provide. I always think it’s sad that people can’t believe we offer their children juice without any catch," she said.

Whited of Childhood Bliss underscored the need for a kid-friendly store layout and easily accessible parking. The boutique has isles large enough to roll a stroller through, a big ramp leading into the store and an adjacent parking lot. "We appreciate how difficult it can be to shop if you bring your children along, so we found a store location with a big parking lot, which is uncommon in this town. That way mom can just run in quickly while grandma is in the car with the sleeping child."

While it may not seem like much, all of these little details add up to a great shopping experience for consumers who could just as easily spend their money elsewhere. Ultimately, these boutique owners believe that providing strong customer service is a no-brainer. Not only does it make a store stand out from the crowd, but it keeps shoppers coming back—and keeps them talking about the store to all of their friends.

"Any company that takes on a mom-andpop attitude and demonstrates age-old values is going to create a loyal customer base, and simply grow because of that," Mickie Albert said. "There is a great opportunity to kick it into gear by looking at what customer service is and why we’ve lost it. The companies that focus on bringing back service will be very successful, and way ahead of the competition."

------------

Article published in Earnshaw’s - Earnshaw’s has proudly served as the voice of the children’s fashion and juvenile product industry for nearly a century. Thousands of retailers and brand executives rely on the magazine, both in print and online, to hone their retail strategies and merchandising techniques, keep their assortments fresh and stay on top of the latest trends, technology and industry news.

Mickie Albert -

Satisfaction Services - Managing Partner Florida, Ft Lauderdale

Customer Service Specialist contact us about evaluating and improving your companies customer service with secret shoppers evaluations

800-564-6574 or 954-564-6570

We look forward to talking with you

Interested Clients Email Us

Some of the Services we offer as a Mystery Shopping Company:
Secret Shoppers - Customer Satisfaction Evaluations - Telephone Surveys - Web Survey - Guest Surveys - Exit Surveys - Market Research - Competitor Pricing Competitive Analysis - Comment Cards Programs - Guest Service Checks - POS Receipt Customer Feedback - Secret Shopper Programs - IVR - Call Center and Customer Feedback - Guest Service Checks Secret Shopper Programs