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Personal shopping will become more important to the retail experience
Archived article dated Saturday May 10th 2008
It's a common misconception that engaging personal shoppers is the domain of the super-rich or the committed fashionista.
By Helen Dickinson
Personal shopper services are now popping up across the UK retail sector, appearing in outlets that one might not naturally assume would provide these services. Of course, the likes of Selfridges, Harvey Nichols and Harrods were the forerunners in providing personal shoppers but their proliferation in more shops means that they now offering a cost-effective service which makes them a time-saving service for the masses.
The subject of personal shopping cropped up recently when a friend of mine needed an outfit for an event and headed off to a major department store. She decided to give the personal shopper service a go - and was soon impressed.
A key factor of the service of the personal shopper offered was that she was not on commission. She was not there to point to the most expensive products whilst calculating her own payment but to advise - in the manner of a true style guru - what would work well in terms of colour, style and shape. She did not try to make my friend trade-up and helpfully removed the 'impulse buy' instinct which may have been there if my friend had shopped alone.
In short, everything was done for my friend's benefit. She was given the impression that they would rather the customer left empty-handed than with something which wasn't quite right for them. The result? One very happy shopper, taking home a new outfit which didn't break the bank. Most importantly, the store is now guaranteed a return visit or two, such was the impression that the personal shopper made. And we all know that a loyal customer is a very valuable commodity.
If you look around, these services are now gradually becoming more established on the High Street. Traditionally the preserve of the larger department stores and fashion boutiques, Topshop was one of the first to emulate them and now offers a trio of personal shopping options. They consist of the in-store Style Advisor; Top Shop To-Go, where a car load of products can be perused in the comfort of your own home, and Top Shop Express, a service in which the Oxford Circus store in London will respond to emergency shopping requests for products by text and deliver on the same day within the M25. I have also noticed Banana Republic, Reiss and next offering personal shopper or style advice services too.
I can see how personal shopping will become more important to the retail experience being offered on the UK high street. They help to provide a service which appeals to the ego of the UK shopper and makes a high street outlet a destination - a place in which to slow down and take your time, as opposed to racing through to pick up an item. I've written extensively over the past few months about the importance of adding value to the consumer in these tougher times and when done properly personal shopping caters to this need.
By now, retailers must be alert to the possibilities which these services offer and how they can greatly enhance the brand in an individual consumer's mind. There's nothing revolutionary here as many retailers who already offer great in-store customer service have always been applying many of these principles. Consider for example the advice provided by a DIY retailer on how to install a new floor or shower. The only difference is that the helpful staff member was not called a personal shopper.
Having said that, shoppers need also to change their mindset, by realising that these services are not so much the exclusive domain of celebrities and high earners as a way of enhancing their shopping experience. If that happens, perhaps was are set to see a whole new legion of future Gok Wans and Trinny & Susannahs poised to descend on our high streets. Now there's a thought...
Helen Dickinson is Head of Retail at KPMG
Tagged as: helen dickinson | pmg | personal shopping | retail
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