It was my first time in that department store. I had heard they were running a beauty event. I was there before I went off to go to work. I walked around eager to be helped. No one would make eye contact with me. No one interacted with me. It was heartbreaking. I wondered if it were the way I was dressed or how I looked. Did they not see me as a serious shopper?
I then went directly to the Estee Lauder counter and asked about the PowerFoil mask, that provides heat. She said she didn’t know anything about it. “Besides that is not what you would want,” as she proceeded to tell me that heat wasn’t good for me. I was discouraged that she tried to talk me out of a purchase, pushing me to try and buy cheaper products instead of listening instead to what I wanted. After continuing to try and find someone to help me, and a desire to get a beauty product of some sort, someone finally asked if she could help me. “Yes, I’m looking for the Patchology Lip Masks.” “There over here, let me take you to that associate.”
Even though I eventually had someone take care, the experience left me with bad memories and pushed me to buy online. I bought that product on the website and came to my own conclusions about it. At least online they couldn’t disrespect me. At the very least, it would be with slow shipping times or an unfulfilled order. It felt much safer to my ego and sense of self-esteem. And it was far away from sales associates with questionable product knowledge about the products they are paid to sell.
Fortunately, I chose to file the issue with Nordstrom formally. I have since shopped in-store more times and had much more pleasant experiences. But what about the others who are too afraid to try again? I haven’t researched this issue, but I don’t believe I am alone in this. Anecdotally, others have moved online because they didn’t appreciate the stares and accusations or comments about their bodies. Or maybe they were just made to feel unwelcome. If one experience in-store is bad, it can drive that customer away for good.
As we return to in-person shopping, what are the things that stores can do to not only attract but keep customers coming back?
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