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How listening to customers can help you win

March 27, 2013

It was my husband's birthday recently so I decided to get him some fancy dress shirts. I HATE shopping but couldn't think of anything else. The shirts that I like to get him are called Bugatchi and retail for $150 normally. I can find these same shirts at Nordstrom Rack for $60.

nordstrom rackThe problem with Nordstrom Rack is that because it sells items at a discount, it can be a zoo. Discount stores usually have a gazillion people shopping, messy racks and mislabeled items. The worst part is the insanely long line to check out.

Between the fact that I hate shopping and all of the issues of going to a discount store, I was NOT looking forward to buying my husband some shirts. I sucked it up and went to Nordstrom Rack and I have to say that I was pleasantly surprised.

Obviously they have done some homework and are listening to their customers. In the store, there are several signs mentioning that you can check out anywhere in the store, just find a clerk in green.

I went to the men’s department and immediately saw a person in green and asked where I might find some Bugatchi shirts. He pointed me to a rack and explained the other place to find them. I went to the rack and all of the shirts were indeed in the right place according to size. On the rare occasions that I have shopped at discount stores, the racks are rarely populated with the right size. Wow, two quick wins.

The ultimate win was that after I took about 10 minutes to locate the shirts I wanted , I immediately found not one but two guys in green checking people out. I waited maybe 2 minutes when a third person showed up and within 5 minutes I was done and heading out the door. What a pleasant experience. The alternative would have been a 10-15 minute grueling wait to check out while holding heavy shirts.

This is a great example of why we need to listen to our customers. One of Nordstrom Rack's biggest complaints was waiting in a hellish checkout line. With the use of mobile technology and a way to easily find the checkout people it turned what could have been a hellish experience ended up being painless.

Kudos Nordstrom Rack for listening and then acting on it.

Written by leadingresults

Leading Results helps businesses stop wasting money on marketing and improves their business development results by putting POWER in their marketing. The POWER is the Processes, Organizational Support, Why (you do what you do), Expertise and Refer-ability. You get strategy, tactics and execution. We work with both individual businesses and businesses as part of a larger ecosystem. Be more profitable.

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