1. LEARNFROMTHEUS?
Chicago, New York City, Las Vegas, Los Angeles… these major US cities and more are renowned as meccas for avid
shoppers.
In a study by PWC it was revealed that the US retail industry is the country’s largest private employer, supporting 42
million jobs and contributing $2.6 trillion annually to GDP, backing the theory that America truly does love shopping.
The US is undoubtedly a world-leader when it comes to the retail sector, and as one of the country’s largest and
fastest-growing sectors, we ask what retailers across the world can learn from the UnitedStates.
Whether you love or hate the bold attitude of American retailers, it’s undeniable that their enthusiastic customer
service, jaw dropping shop displays and keen attention to the customer’s experience make the retail sector one
of the country’s most successful industries.
While American retailers are notorious for their often over-the-top
approach to customer service in comparison to their European
counterparts, it’s a formula which has worked to their advantage. In
general, American retailers are also more confident when it comes to
upselling, and will typically offer customers a further product or deal
when they reach the till point. Staffing structures in American stores
also wildly differ. The ‘greeter’, for example, will be a dedicated member
of staff who greets customers, welcoming them to the store, providing
information and offering assistance. The infamous topless male greeters
at American retailer Abercrombie & Fitch have become synonymous
with this forward approach of encouraging shoppers into stores.
When it comes to visual
merchandising, American retailers
know how to execute theatrical,
show-stopping displays. Along the
great shopping avenues of America,
such as Manhattan’s Fifth Avenue, Los
Angeles’ Rodeo Drive and Chicago’s
Magnificent Mile, store windows are
excessively dressed to catch the eye
of the passing shopper. Visual
merchandising roles are becoming
increasingly common in the UK,
however the US has a long history of
employing specialists to design, create
and install effective campaigns that
excite and attract customers.
In a survey conducted by PWC, 58 per cent of US shoppers revealed that
they value convenience over price, and while the rest of the world is
already embracing omni-channel, and doing it well, the US has
continued to maintain a leading edge when it comes to convenience.
Electronics retailer Best Buy, for example, has taken omni-channel to
the next level by engaging with its customers online, as well as instore
and even in their homes through its hands-on approach to delivering,
installing and maintaining appliances for its customers. Best Buy has also
heavily invested in its delivery service, ensuring that customers receive
goods as quickly as possible. American retailer Target has also utilised
omni-channel to bring its customers convenient shopping, with its digital
sales increasing by 30 per cent in 2015.