Retail needs some therapy
CLOTHING retailers need to step up their customer service in the wake of research showing employees in the sector have the worst skills of any in the service industry.
A study by mystery shopping company Service Integrity finds specialty retailers provide the best customer service.
Mystery shoppers found that 86 per cent of businesses they surveyed provided a good experience. That compares with 70 per cent of clothing retailers who make the grade.
The research was undertaken at banking, accommodation, automotive, pharmacy, fast food and retail organisations.
Director Steven Di Pietro says mystery shoppers find workers in retail spend too much time on other tasks and are forgetting to put customers’ needs in prime position. ‘‘ In light of the strong growth in online shopping and the subsequent decline in retail sales, businesses should be prioritising customer service, which would in turn increase revenue,’’ he says.
‘‘ Our research proves businesses across the board are investing too much time in cleaning stores and ensuring staff are well-presented, when really they should be directing their efforts at improving the sales process or perfecting product knowledge.’’
Businesses are failing in the category ‘‘ understanding customer needs’’ but excelling in ‘‘ visual merchandising’’.