Why do big box stores or department stores spend so much money on marketing and promotion and almost no money on training and retaining staff members? It seems like customer service failed many shoppers of big box stores.
If staff are only paid minimum wage, then how can they be expected to demonstrate great customer service? Instead these unmotivated workers will only perform basic duties as per the job description. If there is no incentive for a sales person to learn their job thoroughly, then they will only have basic knowledge about products.
Large department stores need to offer regular training to staff members on products and sales techniques. Funding should be made available to staff who want to take relevant courses that will help them to perform their job better. Some companies offer these options. Yet this strategy seems to be foreign to big box stores where employee turnover is rampant.
High employee turnover is problematic because people buy from people, just as much as they purchase products or services out of necessity or desire. Knowing and having a relationship with an employee at a store, such as being able to talk about the weather and having the staff member being aware of the customers name is essential customer continuity. People like to be called by their name, whether it be there first or last name.
Some people may believe that customer satisfaction rests with the manufacturer of a product. But in a customer service environment, such as retail outlet customer satisfaction is what counts. This can only be achieved if customers receive a smile, an appropriate greeting and are treated like family.
People want to be spoken to in a cordial manner, feel welcomed and received as though they are appreciated. If customers are not made to feel as though they are valued at a store, then they will not care much about the products, which they can purchase elsewhere. If customer choose to shop elsewhere, then certainly it will much more difficult and more expensive, in terms of advertising and promotion to regain customer attention and loyalty, then to initially ensure customer retention. Some companies offer a loyalty club membership or rewards program toward this end.
If one cannot create a positive consumer-friendly environment, then perhaps it would be best for the products to only be sold online or in a warehouse. People shop not only for the item they want to buy, but for the experience of shopping in and of itself.