The Nordstrom Myth
Is it Hawaii, or Have Things Changed at Nordstrom?
The headline in Tuesday’s Honolulu Advertiser said, “Sales Fall, Jobs Cut after big opening”. The article went on to say, “Hawaii’s first full-line Nordstrom department store opened at Ala Moana Center with a bang two months ago. But since then sales have fizzled somewhat and led to job cuts. They laid off 30 employees in the last month or so because of softer sales, following the abrupt shutdowns of major Hawaii carriers Aloha Airlines on March 31 and ATA Airlines on April 2.”
I am getting a bit tired of hearing that Aloha and ATA shutdowns are at the root of retailer problems. I doubt if the typical ATA traveler coming to Hawaii would be shopping at Nordstrom anyway. I think that the downturn in sales is due more to the dissapointing service we are seeing in the store.
“Since the opening, 70 other employees have quit for personal reasons or were fired for not meeting Nordstrom performance standards.” I hope that includes some of the ones that I have encountered in the store.
While I have heard some rave reviews, I have heard many more stories about a lack of expected service. Maybe our expectations were too high. Maybe their rush to hire so many people in a tight job market resulted in some “bad hires”, but whatever the reason I think that Nordstrom needs to point the finger back at themselves, and not at Aloha or ATA Airlines.
Prior to the opening of Nordstrom, I went on record as saying that stores like Macy’s would be in big trouble because of the customer service ways at Nordstrom. Since the opening I have had numerous people tell me about being ignored while shopping there. I recently travelled all floors along with a visiting client from the mainland and we were never spoken to. We left looking at each other amazed. That same day my client spent $8,400 for a Burka bag at Hermes where he got service.
I hesitate to reveal this little secret, but I now park in the covered Nordstom garage whenever going to Ala Moana. This means walking through Nordstrom on my way. In countless trips I have only had two encounters with salespeople and both were terrific. One resulted in the purchase of a $350 pair of sun glasses, and the other was close to $400 for some men’s shorts and t-shirts in the casual department. The problem here is that on both occassions I was the pro-active one engaging the salesperson. Once I started it, the service was terrific and I bought more than I intended to.
May 14th, 2008 at 2:21 am
Unbelievable! I hate when that happens! All they need to start off a conversation is a “Hello, I am So and So and I am here if you need me. and by the way, who are you and how are you? ” Perhaps even a “Many shoppers are on hunt or a mission for something in particular or something to fall in love with, if either description fits your reason for being here, allow me to be your personal assistant?” Or after a greeting, if you discern they have a minute, how about asking a potential customer what a few of their favorite things are? Perhaps they are always looking for dark Tommy Bahama shirts, or a certain type of shoe, or shorts, or dress style. Use humor whenever possible, then they will like you and they buy from you if they like you and their experience.
Salespeople sort of can be like a bartender, knowing their customers “usuals”, and then taking them a step further, or adding on to the sale. Look at someone and say that you can see that this particular color “pops” on them. You can even ask them if they think a certain item would look better on them or on you? My favorite is, you have the coloring of my husband, would you mind if I hold this up to you and see if it looks good. Or you are about the size of my niece, do you think this would fit you? Anything semi-intelligent will work as a conversation starter.
I helped sell a customer a whole new wardrobe in Steinmart the other day and I don’t even work there. I just overheard a conversation while I was browsing and put my two cents in and the next thing you know I am their personal shopper.
People need help, but you have to have or develop talent. You develop talent by being properly trained. You get properly trained by putting yourself in your customers shoes and engaging your brain while using discernment. Or you hire Ron the Sales Resultant and he gets your people to perform. You can also read his books! He has a million effective tools.
May 14th, 2008 at 10:17 am
I too have been “taken back” by the service (lack of) at Nordstrom, but not enough to go to Macy’s. As a student there’s little at Nordstrom that I can afford anyway, but they don’t know that as I stroll through the store, and I must admit, I have seen some things that might tempt me to challenge my budget if I were spoken to. I am looking forward to the day that I can buy anything I want and when that day comes, I will remember those that noticed me today.
May 14th, 2008 at 4:25 pm
I want to come to the defense of Nordstrom. It must be tough finding so many good people in this market. Cut them some slack. I am sure that once they go through this weeding out process, things will be up to the Nordstrom standard we have all read about, and anything is better than what you get at Macy’s. Bring back Liberty House!
May 21st, 2008 at 6:57 am
We can all make excuses about the lack of qualified personnel in the job market for poor service, but that becomes such a lame excuse quickly. Especially, when you have, supposedly, a world class retailer with a reputation for service coming into to a new market after planning this new store for at least 15 years.
What really gets me is how the ‘hyped reputation’ of superior service has lasted for so long. I have shopped Nordstrom in Seatlle, their homeport, several times in the last five years and found the same anemic service.
Its time to say it like it is…… Nordstom’s service is legendary for overrated and over-hyped customer service.