Every weekend I loyally go to Fairways for my weekly shop. It’s not quite as good as driving to Sainsbury’s, but I’ve got used to it. I started off by being really friendly to the staff, expecting them to comment on my accent and be nice back. But no, it doesn’t work like that, so I stopped bothering. The staff are helpful but not friendly, they all speak Spanish to each other and pretty much ignore you. On a more positive note they do pack your bags and offer a delivery service.
Today it was raining and cold. I did my thing, wandered around my usual circuit and expected no interaction. I was stunned when the guy who served me on the deli counter asked me if I was Australian or English. He must have served me dozens of times before and now he decides to be friendly and ask a question. The cheese guy corrects my pronunciation of Comte cheese and smiles. What is going on?
At the checkout I witness the woman at the checkout next to me having to justify the type of beans she has bought because the cashier won’t let her use her coupon. She says chick peas are not beans. Come on, give her a break, she wants to save 50 cents or something like that and they are giving her a hard time because it doesn’t say beans on the tin and she has six tins to get the discount. They are mean to her. Then my cashier starts giving me grief because my food is perishable they don’t want to risk delivering it. What? It’s cold outside and raining; they aren’t busy, they usually deliver pretty quick and I’m prepared to take the risk that my milk might go off. It won’t! Urgh. My unusually pleasant experience is blighted by the perishable policy being invoked. I threaten to use Fresh Direct but they don’t seem to care. They take $85k a week in this store so my dollars are insignificant. I recognise the delivery guy and explain my plight. He says I tip the best in my building, so he’ll take my delivery straight away. It pays to tip well in New York.
May 27, 2013 at 05:01
Your retail customer experience in a nutshell. I wonder if the consultants or analysts Fairway use to map the customer journey (and I’m sure that they will have someone) will get anywhere near this level of description. If they don’t, (and I bet they don’t) then they will continue to get it wrong.
By blogging about it, of course, you have just raised yourself out of the “customers with insignificant dollars category” and are much more likely to get their attention. Isn’t social media handy?