Question

One leading furniture retail chain monitors its performance against two competitors offering similar products and delivery options. Each location’s performance is compared against the brand’s competitors and to other locations within the chain.

Managers spotted a troubling theme of people complaining about the floor clerks “stalking” them throughout their visit. “I’ve been to other locations and was never harassed like this. We promptly walked out. Next time we’re going to IKEA.” They predicted this might be a problem for their competitors as well. Instead, when they dove into the social media competitive data, they saw a large volume of reviewers positively mentioning being offered free snacks by the floor staff upon entering.

The chain decided to borrow the idea by offering free lemonade and candy at their locations. The new approach made customers feel at ease and gave staff a friendlier and more natural way to greet customers as they shopped, alleviating the feeling of stalking. Using social media analytics, the leadership team proved negative reviews about the “creepy” personnel decreased.

Question: What was the approach in the above case study?

Answer 1

In this case, extreme attentiveness of the floor clerks made the customers feel uncomfortable. Customers felt that attentiveness is kind of stalking them in a creepy way. The approach in this case study is that the retailers avert showrooming by providing an impressive shopping experience to the customers. This enhanced customer service standards helped the retailers alleviate customer complaints about “stalking”. The retailers focused only the customer’s needs and preferences rather than focusing on analyzing customer complaints. When customers are offered a memorable shopping experience, they pay you back. Customers require importance and an exceptional care rather than floor clerks being attentive in their shopping experience. They need freedom of judgment and shopping in thier shopping experinece.

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