From masks to closed fitting rooms: Brave new world of retail
VANCOUVER — Shoppers at recently reopened Sleep Country stores looking to test mattresses or pillows will find a disposable protective barrier between them and the product. When Aritzia stores open soon in Vancouver, customers will be able to ask staff for face masks or gloves to wear while they peruse clothing racks.
Several large Canadian retailers are starting to reopen stores as provinces loosen restrictions aimed at controlling the COVID-19 pandemic, but personal protective gear, physical distancing and heightened cleaning measures will make the shopping experience very different.
Aritzia Inc. now considers there to be a “fourth dimension” to its store strategy that previously revolved around product, environment and customer service, said founder and CEO Brian Hill: the health and safety of customers and staff.
The retailer opened two of its stores recently — one in Winnipeg and another in Houston, Texas. It’s opening three more in Vancouver over three days.
Fewer customers will be allowed in each store at a time, with the figure depending on the store’s size, said Hill. A staff member with a counter will keep track of those entering and leaving. Staff are likely to be wearing masks or gloves, or both. Aritzia continues to assess what personal protective equipment employees should don.
Store associates will no longer take items from customers and carry them to fitting rooms, though shoppers will be allowed to touch clothes while they browse.
“I’m not suggesting we’re going to encourage people, but we’re not going to stop people from touching and feeling the product,” said Hill, adding people have learned a lot about proper behaviour over the past couple weeks and are likely to act accordingly.
Every second fitting room will be closed and a cleaner will sanitize the space in between customers. Any clothes customers try on but don’t purchase staff will be run under a steamer to disinfect.
Roots Canada plans to start opening some stores today. Inside, customers will find more space to roam as stores will have fewer tables and other fixtures. Clothes will be hung, rather than folded and stacked, where possible.
All fitting rooms will be closed, but Roots will start accepting returns five days after stores reopen. Returned items will be tucked away for 72 hours and steamed before reappearing in stores.
“What we’re trying to do is also give our staff some time to adapt to the new situation,” said interim CEO Meghan Roach.
She said the company will continue to revisit the fittingroom decision and open them if it makes sense to do so.
One calculation consumers must make is determining whether the risk to venture into a store is worth it.
“Even if all of that is in place, I could still get this virus and die from it, and is this sweater really worth that happening?” said Doug Stephens, founder of Retail Prophet, a global consulting firm.