The global retail market has grown to an unimaginable size. It is almost worth $1,031.5billion and is growing at a rate faster than ever! People in developed countries realized the importance of buying apparel from reliable retail stores,a long time back. Today, buyers in developing countries are also getting attracted to luxurious and reputed retail stores. They make sure to shop from such stores instead of small-time shops.


JCrew, Zara, Uniqlo, Walmart, Hennes and Mauritz, Gap Inc, and Marks and Spence rare some of the most reputed names in the field of apparel retail. There are a number of other retail stores from the developing fashion economies that are growing at a fast pace like Pantaloons India, M H Alshaya, Donna Claire, etc. People around the world are gradually shifting their apparel purchases from low profile vendors to these stores.


Reputed names in the field of apparel retail have their stores all over the world. They are identified by their luxurious infrastructure, quality of clothing, variety in the designs of clothing, and their good customer service. If they lack one or two of the aforementioned strengths, their reputation may or may not get hurt. But they will have to provide good customer service without fail!


Customer is the king in hospitality. But the case is a bit different in apparel retail stores. Hereby, customer service rules! Any store owner can go a long way only if he delivers the best service to his customers. The grandeur of an apparel retail store and its service separates it from other stores in the market. Customers are even willing to pay a huge price in return of good service.


"The goal as a company is to have customer service that is not just the best, but legendary," says Sam Walton,Founder, Walmart.


Different apparel retail stores have different types of definition for good customer service. For some,it is to deliver all that is promised. They will see to it that they live up to their commitments, despite all odds. They will give discounts and gifts as promised to customers. They will not commit to anything that they cannot deliver. They will see to it that their customers leave the premise satisfied.


Bait-and-switch sales tactic is usual in the apparel retail industry. But major stores take special care to keep this tactic out of its stores. This technique may help in boosting sales temporarily. But at the end of the day, it will give the store a bad name. This is certainly not a part of good customer service. Major manufacturers like Dell have been accused of bait-and-switch scams. Reputed apparel retailers distance themselves from it.


There is one more definition to good customer service for apparel retailers. The staff is never rude to customers! No matter how illogical and adamant the customer may sound, the helping staff is always polite and calm. They are friendly to the customers and potential customers, alike. Besides, they are always in uniform which makes it easy for customers to call out for help.


This rule is two faced. One should not be rude to the customers and one should also not be too friendly. Major apparel retailers do not promote staff and customer interaction above a certain point. A casual attitude is just not visible in their retail stores. Certain retailers do not allow staff members to use first names while interacting with customers. They believe that they are there to serve the customers and not to be their friends.

American Apparel, a well known apparel retail giant in USA, has remained surrounded by many controversies in the past. But it has managed to maintain its position in the market owing to its excellent customer service. There have been sexual harassment charges against the CEO, under aged models in its adverts, and many more. But a friendly customer service in majority of the stores has helped it retain its position.

A latest research on Australian retail industry displayed shocking results. The research aimed at finding out what Australian shoppers required the most. According to the findings of the research, better customer service is what majority of them seek. The things that annoyed them the most in their shopping experience were rude staff, staff that were insensitive to their needs, and pushy staff. Only 13 percent out of all those surveyed asked for lower prices and only 11 percent asked for more online choices.


Good customer service means a lot to apparel retail store owners and to customers. This is what builds the brand. Customers resort to brand loyalty only if the stores give a good customer service. It is necessary from a long term point of view. Customers associate a certain retail store with the quality they provide in terms of products and customer service. This aspect can simply not be avoided.


References:


  1. Datamonitor.com
  2. Fastmoving.co.za
  3. News.cnet.com
  4. Abcnews.go.com
  5. Synovate.com