Bring back friendly local shops!

Now everyone knows what the ‘mature’ woman is looking for when it comes to hotel rooms, I thought I might move onto shopping!

Aside from the necessity of weekly hunter-gatherer expeditions to fill the fridge and pantry, personally I’m not a fan of big shopping expeditions: those days some people like to set aside to burn fossil fuels and wear out their shoe leather in a quest for the perfect pair of trousers or a birthday gift for a beloved friend (well, I may make exceptions in the latter case).

No, these days I much prefer the ‘regular grazer’ approach to the ‘massive feast’. Picking up a great pair of gumboots on sale, on the way home from yoga. Finding the perfect frock in the shop next door to the butcher on the way home from work.

Traditional ‘high street’ shopping blues

The problem is, this kind of shopping is getting harder and harder to do because local retail shopping is in the grip of some major change. Commentators describe this change as a period of ‘disruption’ – the buzzword that describes the seismic shifts in traditional business models that industries everywhere are experiencing due to new technologies and changing consumer behaviours.

The bottom line is that traditional ‘high street’ shopping strips all over the western world are struggling against combined influences of large enclosed shopping malls and internet shopping. Many have become depressing urban graveyards – rows of empty shops with ‘for lease’ signs in their windows like living headstones.

Even the big shopping malls say they are struggling against the tide of international internet retail and there is much analysis and hand-wringing about what to do.

Mature shopper-led recovery?

I’m no expert but I think that many people – particularly those in older age groups, who might remember when shopping was arguably a more pleasurable experience  – would be happy to pay a few extra dollars to shop locally in a smaller, conveniently located store if it offered a good, human experience.

To me, this is what personal retailing can offer that no website, no matter how good, and no cookie-cutter mega-mall can compete with.

Here’s what I love… and loathe when I go into any store, but especially a small local store – and what is likely to make me buy or not buy something:

The things I love

• The salesperson who acknowledges me with a pleasant smile or nod – just to show that they have noticed my presence – and let me know that they are there to help if I need it.
• The salesperson who keeps a vague eye on me, in case I do need help!  And does not disappear into the back room or check Facebook!
• A salesperson who is genuinely helpful, without being pushy, and gives me some space and privacy
• A salesperson who tells me the truth… in a nice way. eg. “Yeah, I think THIS one might look better on you.”
• A bit of chat about the weather or local news is often nice – and a distraction from the feeling of ‘being watched’
• Good lighting in order to see things – especially in change rooms.
• A full length mirror with enough space in front to get a long view.
• A place for my partner or friend to sit (and a magazine or two!)
• Subtle upbeat music ‘in the background’…

The things I hate:

• The proprietor or sales assistant persists in shadowing me, pointing out products or items I have no interest in and immediately straightening or rearranging every item I have looked at;
• The proprietor or sales assistant is aggressively pushy and overbearing; constantly tells me why I should buy the product, why competitor products are substandard;
• The sales assistant who tells me how great I look in that dress/shirt/top etc when clearly it doesn’t fit and is the wrong colour!
• The sales assistant or proprietor looks me up and down and goes back to whatever they were doing as if I am unworthy!
• The sales assistant who makes no attempt to hide boredom!
• The sales assistant who doesn’t know about or care about the merchandise and merely parrots a spiel
• A proprietor or sales assistant who makes exasperated noises or does some eye-rolling, when I politely say I’ll keep looking around. [I’m NEVER spending a cent in there!]
• The sales person who spends all their time chatting on the phone or to other staff, ignoring me
• Bad lighting!
• Loud music!
• Too much merchandise in too little space.  If I feel crowded out and claustrophobic and it’s ‘too hard’, I will beat a hasty retreat.

Can we add to this list?  What about the blokes?