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Last week, I was training a group of managers at a large chain retailer to use our fitting room service system we had just installed when one of them asked, “This makes it so much easier for us and better for our customers. Why isn’t this system everywhere?”

This isn’t the first time I’ve been asked this question, and it always makes me cringe a little bit. And although our customer list includes some pretty impressive retailers, it’s the one question that bothers me because way back in 1995 when we launched I thought the system would become ubiquitous. What I’ve learned over the years is that this system is not for every retailer with fitting rooms. This system requires a firm commitment to fitting room customer service backed up by a well defined, well executed, and well monitored fitting room service strategy. Break room posters, marketing slogans, and corporate memos espousing commitment to great service don’t cut it here; I’m talking a top to bottom “how to” strategy for servicing the fitting room customer. So that knocks plenty of retailers out right there.

As a news junkie, blogger, tweeter, and purveyor of retail customer service technology I view the retail industry from several vantage points. Usually, there is a common thread that runs through all news and commentary about our industry with a twist here or an opinion there but most are supported by cold hard facts. This latest period of time, however, which seems like the past year or so, there is a different vibe running through the media and commentary which appears to depend on what agenda is being promoted, and the facts massaged to prove points. This agenda driven dialogue has been harmful and weighs on the consumer making them feel confused, nervous, and as a by-product unwilling to spend their money freely.

The consumer has been beaten down and is not in a great mood. Unemployment is at a 30 year high, and experts say the recovery is going to at least start out as a jobless recovery. The US economy is driven by consumer spending and the consumer is not in the mood to spend. Not a good scenario for a quick retail recovery.

by Marge Laney

What is the most important conversion area in apparel retail? Answer: The Fitting Room. What area in brick and mortar apparel is the least serviced? Answer: The Fitting Room. Why?

I just re-read the late Peter Glenn’s book, “It’s Not My Department.” What a hoot. The book was written and published in the late 80s, and is a litany of service faux pas and customer apathy. He called us a “nation of whiners”; that we try to top each other’s horror stories of service, and our national anthem is “It’s Not My Department.” He said that we needed to stop whining and start fighting. He also said, “Service is the hottest subject in business right now, but most of the service is lip service, not customer service.” That was twenty years ago, and it’s still the hottest subject in business right now.

Two things have changed during those twenty years; the infiltration of service technology, and the smiley face. Lousy service was and still is the service provider’s way of saying No and in the past was emphasized with shrugs, sneers, snips, and snubs. Today the shrugs, sneers, snips, and snubs have been replaced with the smiley face. You still get the same lousy service they just smile while they’re saying it and tell you to “have a nice day” when they’re finished.

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