My good friend Son described me as a "professional-level shopper" just the other day. While she meant that in a complimentary way (I think), I disagreed, especially since she has much better skills (and patience) at finding things she's looking for at the best price available. What I am, actually, is a very serious shopper.
This doesn't mean that I need to shop, as a shopaholic does. Shopping is not a fix I need in order to get through my day or week. What I mean by this odd statement is that I take this activity of shopping quite seriously: it's not a mere adrenalin rush, it's a wholly rational thing with me from start to finish. Let me explain further.
It all begins before I enter the store (women's clothing, for example). When I do decide to enter I immediately ask myself what made me do so. Was it the window display that drew me inside, or was there something appealing about the lighting, the decor, or the outfits presented on the first row of fixtures and back walls?
As soon as I pass the threshold I try to figure out what story or stories are being told (if at all)? Where's all the latest stuff, and where are the sales racks? When I start browsing I think of the merchandising. Do I feel like thumbing through the racks to see everything or do I get bored pretty easily and want to leave right away? How easy is it to put together an outfit? If I see a really interesting skirt, for instance, I check to see if coordinating pieces are nearby so I can try those on, too (retail is about multiple sales, after all). I look at the displays and ask myself if I would want to wear the outfits being suggested.
I observe the sales staff. How long before someone greets me or even acknowledges my presence? What do they seem to be really interested in doing or what seems to be most important to them? Are they friendly, pushy, or do they simply wish to be somewhere else? If I start picking up items does someone offer to bring them to the fitting room or, better yet, look at what I've selected and then suggest other things I might want to consider?
When I get to my fitting room I check it for cleanliness. Has somewhat bothered to clear it out or are there clothes and hangers strewn all over the floor? I even check the corners of the floor to see if the staff vacuums or sweeps daily. Does the lighting make me look sallow, or is it too dark? Are the mirrors positioned in a way where I can see how I look from all angles (not that I would necessarily want to see my rear end, even if I should)? Has a salesperson checked to see how I was doing or if I need anything else? I know at this point I sound obsessive, perhaps even insane -- but trust me, no self-respecting vendor should ever underestimate the importance of fitting rooms; this is the place where final decisions are made after all.
When I get to the check-out counter I observe the cashier. Is she or he efficient and organized? Has my presence been acknowledged, has eye contact been made -- or preferably, have I received a warm smile? Am I asked if I found everything okay, or if I still need anything? Does the cashier make an effort to fold and wrap my purchase (which I just spent my hard-earned money on) carefully? And lastly, does someone bother to thank me for coming in?
When I was in Manila last week, I stopped by the new Zara branch at the Power Plant Mall in Makati. First impressions were terrific; eye-catching and enticing displays, clean and brightly-lit store, and all the apparel was neatly and well displayed and merchandised according to color story. I couldn't believe the number of salespersons working -- as a former retail manager I was envious -- and this was on a Wednesday at 10:00 am! I could only imagine the staff on weekends; I bet they could outnumber customers during certain hours.
And although they were ALL busy working -- not one slacker in the entire bunch -- it seemed as if they were more intent on folding and keeping racks and displays neat rather than selling per se. Still, there were a few friendly folks that looked up to smile at me, and someone even approached me to ask if she could bring my items to the fitting room. I asked for assistance about twice or thrice, and I got the help I needed each time.
The fitting rooms were spartan and a bit small for my taste and comfort, but thankfully clean and well lit. Although no one asked me if I was doing okay, once I stuck my head out to ask for a different (and smaller!) size, a helpful staffer was there in an instant.
When I finally walked out towards the cash register, I decided I wanted a smaller size in one item and asked the fitting room attendant to get it for me. She then called out for someone near the stockroom to get it, and that's where a bit of a disconnect came in. He didn't bother to check the rack first before running to the back and when he came out he said they were out of the size; I walked over to the rack where I originally picked up the skirt and found the size I wanted (that was about 4,000 pesos he could have easily lost for the store!). Still, I wasn't irritated or annoyed because he wasn't being lazy, he just didn't understand what he was being asked to do after all.
The cashier was efficient and pleasant, although she seemed more concerned about communicating something to her manager (who was working on numbers at the edge of the counter) than focusing on the transaction at hand -- but my feathers weren't ruffled one bit since she wasn't being rude.
Overall I had a very good experience -- certainly much, much better than the ones I've had the few times I've shopped at the Zara in South Coast Plaza (Costa Mesa, CA). Now that store is a train wreck, and the two times I've been in the fitting room I've overheard salespeople complaining about their manager or their work hours. At the Makati store -- in contrast -- I had fun browsing, found what I was looking for, and ended up spending more than I'd planned.
So because I'm a serious shopper I told Pam, the manager, that I enjoyed myself and complimented her on everything I liked about the store. I think I might have even made her a bit happy -- or at least I hope so, because she deserved it. I definitely plan to come back when I visit next year; hopefully by then the sales staff would have gained a bit more confidence in their product knowledge and selling skills to match their folding expertise.
Or perhaps I shouldn't hope for that at all; that would be most dangerous for my wallet, I suspect. Still, I'd much prefer to wrestle with my sense of self-control than deal with this one fitting room attendant at the Topshop at the same mall -- who merely nodded at me to enter the fitting room without taking her eyes off her cellphone the entire time as she texted someone apparently more important than me or any of the other shoppers at the store. The rest of the staff was not much better either.
See, I was almost certain to buy these two tops -- in fact, I'd practically decided to do so -- but changed my mind out of principle. So I went to the branch at Robinsons Galleria and gave them my money instead. What can I say -- shopping should always be fun or at least pleasant. If it isn't, you should have respect for yourself and go somewhere else.
On further thought, that kind of thinking can always be applied to other experiences in life, 'no?
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