Article: Taking an Emotional Audit of Rodeo Drive

  1. From Wall Street Journal:

    Taking an Emotional Audit of Rodeo Drive

    We Test Shopper Reception
    At Boutiques on Fabled Strip;
    'Contempt' at Yves St. Laurent
    November 1, 2007; Page D1

    The mission, said Dan Hill, a specialist in emotion, was to shop on Beverly Hills' Rodeo Drive for certain things one tends to find in a luxury shopping district: "delight, shame, disappointment" and "self-indulgence."

    I went along -- and found surprising delight at the jeweler Chopard, which stocks lollipops and coloring books to occupy the kids while parents gawk at million-dollar diamond pendants. We encountered shame at Van Cleef & Arpels, where the saleswoman's frown and suspicious "Can I help you?" sent us scuttling out the door.
    Putting customers at ease is becoming much more important for the famously snooty luxury-goods sector as more high-end retailers broaden their offerings (think Prada legwarmers and Dior sunglasses) in order to reach a wider audience. As they democratize, many luxury companies are finding there's a fine line between positioning themselves as lofty -- to signal just the right amount of exclusivity -- and being so haughty they alienate their customers.

    Getting the balance right is all the more urgent this holiday season. Retailers are looking to the luxury category to help carry the season even as early signs point to a spending slowdown. In October, affluent U.S. consumers' spending on luxury items fell to its lowest level since 2004, according to an index by Unity Marketing, a Stevens, Pa., firm that tracks luxury purchases.

    Recently, Rodeo Drive has been struggling with its own image. As Marc Jacobs, Diane von Furstenberg and other stores open on hipper Melrose Avenue, Rodeo Drive retailers have been discussing ways to appear friendlier. "Rodeo sends messages that are not welcoming," says Wes Carroll, the regional director of Chopard. Louis Vuitton has gone so far as to adorn its Rodeo entrance with a cartoonish, smiling apple figure.
    I decided to gauge just how inviting Rodeo Drive's stores are with the help of Mr. Hill, who is president of Sensory Logic, a company based in Minneapolis that helps businesses from Target to Toyota connect emotionally with patrons. Mr. Hill employs "facial coding," a technique of reading and using facial expressions to elicit the most profitable emotional response in a customer. The premise is that feelings occur more quickly than thoughts and play a more effective role in purchasing decisions, so businesses need to appeal to our emotions. This is territory plumbed eons ago by Madison Avenue's ad men, but it's been harder to put into practice in many retail stores.
    If it's the emotional rather than the rational part of our brains that makes many of our buying decisions, that's particularly true when it comes to luxury. (Certainly, it was my emotional brain that bought a St. John Knits suit recently, which my rational brain is now trying to justify.)

    Yet just training sales clerks to say, "May I help you?" may not be terribly effective, given Mr. Hill's argument that only 7% of communication relies on verbal exchange. The rest is store décor, the facial expressions of sales associates, and things our eyes and ears pick up subliminally. Thus, on Rodeo Drive, Chicago's Michigan Avenue or London's Bond Street, one of the key factors deciding whether you walk out with a new Prada handbag may be the muscles at the corner of a sales clerk's mouth.

    The Van Cleef saleswoman sent us out the door with little more than her scowl. She probably did some decoding of her own, reading accurately that we weren't her day's big spenders. We had dressed like professionals with an hour or so to shop, with Mr. Hill tie-less in a dark business suit and me pairing a long, tailored Emanuel Ungaro vest with dressy black wool pants.

    Yet it's risky to make assumptions based on looks in Los Angeles, where that guy in ratty jeans may be Steven Spielberg. Emmanuel Perrin, president and chief executive of Van Cleef's North American operations, later told me that the saleswoman's reaction was "exactly what we do not want to achieve." Van Cleef's second rule of customer service, Mr. Perrin said, is: "Do not profile anyone who is walking in the store." His first rule? "A customer should receive a warm and authentic welcome," he said.

    [​IMG]Dan Hill, president of a firm that helps businesses connect with patrons, walks across Rodeo Drive.
    We hadn't made it inside Yves Saint Laurent before Mr. Hill stopped, struck by the mannequins in the windows. "This is contemptuous," he announced, pointing to the down-stretched arms with hands flexed as though to ward off intruders. Contemptuousness in a store display actually can be a good thing in a high-end shopping district, Mr. Hill explained, "because it suggests superiority. But if [contempt] is directed toward me by the clerk, then it's devastating," he continued, pressing open the glass doors.

    As we gawked, a saleswoman sailed past, one corner of her mouth slightly turned up. Two upturned mouth corners make a smile, of course, but a single upturned corner amounts to the way the homecoming queen regards the president of the math club, according to Mr. Hill, who whispered, "She just gave us a contempt expression." An Yves Saint Laurent spokeswoman declined to comment.

    Mr. Hill became fixated by Rodeo Drive stores' security guards, who function as the equivalent of Wal-Mart greeters, opening the door for customers. Good ones seem to suggest you've just swept past the velvet rope. At Harry Winston, a guard commended us for noticing a light-filled sculpture in the foyer. "Most people walk right past it," he said. But the salespeople failed to catch his hand-off. When no one invited us to see diamonds, I was left admiring the wood paneling with my hands behind my back, feeling very look-but-don't-touch. A Harry Winston spokeswoman later apologized for our experience, saying that sales associates attempt to be welcoming without being overbearing.

    We slunk next door to Dolce & Gabanna, where we were transfixed by a life-size video of the design duo's fall-season runway show. Upstairs, we wandered into the VIP room, where the doors are covered in mink and so are the chairs. Mr. Hill liked this a lot. "Downstairs, it's 'meet the goddesses' and upstairs, you are the goddess," he said.
    Chopard was overtly friendly. We were ushered to a black-granite espresso bar where we saw the cabinet with the lollipops, coloring books (savvy -- illustrated with Chopard jewelry) and even dog biscuits. Mr. Hill pronounced the coffee brilliant, because the scent reaches the olfactory origin of the brain where memories are created.
    It was Coach, though, that stole the show for Mr. Hill. "The code word is 'accessible,' " he announced as he crossed Coach's threshold into a bright, cheery store. He pronounced the pleasant sales staff "a breath of fresh air," extending his approval to "even the body types" -- not as intimidatingly model-thin as the salespeople at other stores.

    I must confess that Coach reached my emotional brain as my rational brain grappled for control. Within minutes, a saleswoman named Lucienne had me in a pair of $485 high-heeled Maxene boots. When I didn't buy the boots, Lucienne deftly placed her card in my hand. Mr. Hill explained what had happened: "She actually smiled at you the whole time. At the other stores, they smiled once because they knew they had to."
  2. I've been shopping on 5th Ave, Bond Street, and Rodeo Drive and quite frankly i found Rodeo to be the most friendly.. I bought a bag at Yves Saint Laurent, and not only were they super friendly and well.. funny.. but they were helpful and didn't even look twice when i paid an odd $ in dollars and asked to put the rest on credit card. My SA WAS a male, which i find definitely changes things (at least in my case).. they're always a lot more friendly and playful for obvious reasons.. But even the female SA's upstairs where the clothing was were very friendly as i dreamed and tried on dreamy coats and jackets easily 5K+.

    The Same day i also bought a ring at David Yurman and the female SA was supersuper nice as well. (it was my birthday and right after graduation, usually i'm not THIS lucky, haha ;) )

    I was treated just as nicely at Hermes, Harry Winston, and Louis Vuitton on Rodeo.

    I truly believe that it's YOUR attitude as a custumer that makes the most difference. If you walk into a store with confidence, smiling, and are friendly.. they will almost always be super friendly back. Also, i treat the items in these stores very well and i think it's obvious i have a genuine love for high fashion, the designers, and the general quality and art aspect of the designs. :love:
  3. I see something wrong with placing the onus on the customer. Key word: CUSTOMER. If I am a little shy, a little melancholy, a little quiet (versus "confident, smiling, friendly" as you stated), I still expect to be treated well. No matter what, I expect *service* not snootiness. When a potential client is in my office, I would not DARE snub them. The same should go if I am the potential client in Harry Winston.

    I doubt SAs can sniff out yours or anyone's "genuine love for high fashion, the designers, and the general quality and art aspect of designs." Do you really believe that? You're also inadvertently implying that those who are treated poorly deserve it because their "genuine love" is not quite as apparent as you own.

    You entire post seems to indicate you believe its the client who sound be doing a song-and-dance to ensure their "genuine love" is evident and therefore, the client is *deserving* of good service.
  4. I'm not saying anyone should be treated 'badly' or be given a snooty attitude.. however, if a customer comes across, like you said, 'melancholy' and 'quiet'.. i'm not an SA.. but to me, i'd be extra cautious of that and might not be as 'smiley' and overtly friendly, you know? If i'm not in a great mood, then i'd rather be left alone.. Again, if i was an SA i'd ask if they needed any assistance but i definitely wouldn't be super talkative and smiley and whatever.. hopefully this makes some sense? SA's aren't mind-readers, they can only treat you, hopefully, how they think you wish to be treated at any given time depending on YOUR aura and attitude and whatever.

    I mean i know it's a job, but there is definitely some just plain human to human whatever involved you know?

    Also- i definitely think that a lot of SA's can tell i have a genuine love and interest in their merchandise because a lot of times it's obvious i'm admiring it, and chatting with them about it in a way where they KNOW it's something i love and spend a lot of my spare time learning more about and keeping up with.

    Anyway, will be my last post in this thread because i wouldn't want anything to turn into an arguement :smile: Hope i explained myself better!:heart:
  5. That was really interesting to read, and I totally agree with what they were saying. There have been so many incidents where I planned to buy and the sales people were so rude I just walked out. And there were times I didn't plan to purchase and I did because the lady was so nice.
  6. No arguments from me! Sorry if my post seemed persnickity... I think it might be my habit of using quotes which is left over from my college days... sorry, no offense or argument-starting intentions on my behalf. :flowers:

    Sammydoll, you and I have to go to the Chanel boutique in Neiman Marcus in Chicago... it will scare the bejesus out of you. The two men that work there will literally -- not an exaggeration -- not return your "hello." Literally will not respond. Unfortunately, there's no reporting to the manager because I think one of them (and good God, I think it's a guy with a PONY-TAIL!) is the manager... :shrugs:
  7. ^^ Guy who is a manager of a Chanel boutique at a Neiman Marcus with long hair and there's a SLIGHT chance he may be straight?! Send him my wayyyyyy! hahahahaa :upsidedown: I hope he'd be able to smell my geniune love and passion for ponytailed men from the moment i smiled at him!
  8. This is an interesting post. It's something I've been thinking about lately. I've been shopping more than my usual (which was infrequent but I have renewed my effort to bring my wardrobe up to par). It seems that universally I am treated well at Nordstrom's. Is it their training? However, I can't always say the same about NM or Saks which seem to be more hit or miss with a friendly attitude. I think Saks associates seem to be chillier than at NM. I take special pains to dress well (albeit, I'm no fashionista but I aspire to be one). I put on jewelry, wear nice clothes, etc. I often feel ignored and it doesn't make me feel very good. I have money and I'm more than willing to spend it in my pursuit. On Friday, I was at Phipps Mall in Atlanta. It's a high end mall with Nordstrom's. Saks, Gucci, Versace, etc. Some of the specialty stores I don't go into because I do not feel comfortable. The Saks here has always been perplexing to me. The Saks entrance from the mall used to have a buzzer and an attendant sitting to the side of the door. I understand a buzzer for a jewelry store but for goodness sakes, this is a department store! They have done away with the buzzer in the last year or so and I feel so much more welcome. Haha. Maybe that's their improvement to customer service. I'm not giving up on shopping but I'm less than thrilled to go where I don't feel welcome.
  9. Nordstroms is so friendly, they may not have most of the designers I'm looking for but the SAs are like gifts from heaven compared to the sh*t you find these days working the boutiques and some department stores....I make sure I go in there once in a while to buy jeans or something , the atmosphere is much more relaxed