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Suffer the in-store shopper

WE can be quite hard on ourselves as South Africans – often always seeing how efficient things work when travelling overseas and complaining bitterly upon our return.

In the retail space, there is a battle for survival for bricks and mortar stores faced with the prospects of encroaching online trade. Given our poor internet access and complex logistics, we have largely been spared the encroachment of online.

But, on my recent visit through the retail heartland of South Florida (USA), it didn't take a genius to figure out how unpleasant conditions for shoppers had become in bricks and mortar stores.

Retailers in the United States seem immune to just how difficult they make life for their physical customers. And then, they seem surprised when they are forced to close stores - as Walmart did with over 200 sites in the last week.

With all the technology and innovative marketing available, stateside shopping just ain't what it used to be. And it's no wonder its driving customers online. In my two weeks surveying the big box stores and malls of this historic retail paradise, I found three core reasons for the looming era of suffer the in-store shopper.

1. Under-stocked - or more likely no stock at all

Ok, it was post Christmas so I have to give that to the stores. But in so many big box outlets I found shelves bare to empty. Tired and messy displays might've reflected a good shopping period, but for weeks post yuletide, these shelves were never replenished - or cleaned up.

And it's not as if the paltry stock was unique fast-selling Christmas goods - it was actually basic items like shaving cream and razors that just was no-where to be seen.

Given that this situation persisted well past December 25th, one would question the ability either of stores to manage their distribution mechanisms, or order book. Or possibly, it was the product manufacturers themselves who ran short over the period.

Still the message to shoppers was grim. With big stock gaps, it was much better to order online. Get the exact item easily delivered to your door. No out of stock stickers and everyone is happy. Talk about turning customers online - and to your competition as well.

2. Chronic shortage of check-out staff

Time after time and store after store, retailers knew just how to make their shoppers feel even more frustrated. A severe shortage of check-out personnel and closed cash/payment desks seemed the order of the day.

One can assume that this reflects a reduction in staff seen as a cost-cutting measure. But again, the long lines don't make for a pleasant shopping experience and will also drive customers away.

Whatever happened to the much vaunted suggestions a few years back to enable shoppers to check-out as they were standing in line to save them time. This had been attempted by some retailers but now seems all forgotten - how sad given the wonders of cellphone technology and mobile point of sales.

The long lines at most stores and the few over-worked - and often flustered staff members - once again negatively affected the physical shopping experience. Click-to-pay online options seemed the stuff of fantasy - a fantasy clearly set to satisfy entirely.

3. The minimum wage service conundrum

Now I know this might be controversial but those remaining staff in stores really need to smile at their customers - especially given the unpleasant environment all round.

I clearly encountered more long faces in the retail sector on this visit than in previous years. Yes, the staff cut-backs have put more pressure on those lucky enough to have the job - but a general disdain for customers and less than enthusiastic approach does the retailer no good at all.

Little effort is made to go beyond the call of limited duties to assist customers - especially in big box stores. If anything, the lack of an in-store sales mentality at the mass market end of the retail spectrum is surely yet another reason for store closures and lackluster annual sales turnover.

The vexed question is just how to motivate those minimum wage staffers - and this seems largely to be illusive among those stores undergoing branch closures and poor results.

An unwillingness to help the customer is sure going to drive me online - where I don't have to encounter demotivated or poorly trained humans at all.

Remarkably, given the data analytics now available and the well documented move to new online retailers who threaten to disrupt the very fabric of the legacy brands, there seems little urgency or impetus to address these issues.

It's almost as if American retail has given up. Messy shelves, limited stock, long-faced staffers all bode well for new online alternatives. Such a pity as nothing beats a good dose of physical retail therapy.

American Bricks and Mortar retailers have only themselves to blame - and their chances of survival are slipping. May this be a lesson for us here when technology finally enables South Africans to make a real choice as to how they shop.

* Daniel Silke is a South African Political Economy specialist. He presents a series of corporate keynote presentations on global trends and has a special interest in retail. Visit his website at www.danielsilke.com.

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