Customer service fuels business

Amid a languid economy marked by a trend toward thriftiness rather than materialism, some stores have still managed to succeed – or at least avoid bankruptcy.

College Mall stands relatively unharmed by the recent economic downturn. While so many retailers are having “store-closing-forever” liquidation sales, mall store owners and managers attribute their uncommon prosperity to customer service.

From national chains to local vendors who sell their wares from stands rather than storefronts, all agree that putting the consumer first is integral to financial longevity.

“It’s really all about serving one guest at a time,” said Lindsey Murphy, manager of Buckle, one of the many clothing stores at College Mall. “You can’t worry too much about your up days and your down days, you have to stay focused on the big picture: making sure each customer has a great experience.”

Smaller merchants also echo this sentiment.

“You should always try to be helpful, never pushy,” said Donna Garber, who works at the AGD Shades stand in the Mall.

Garber also noted the importance of presentation and visual appeal in attracting potential purchasers.

“We keep everything organized and clean and well lit,” she said. “People wouldn’t be as likely to buy a pair of sunglasses if they were all thrown together in a bin. That suggests a sort of cheapness and lack of quality.”

Garber is also a conscientious consumer. She notes that, while always a good way to lure in customers, sales and clearances have become even more important now, when many shoppers are simply unwilling or unable to pay full-price for name brands.

“People want something that’s stylish and fashionable, but don’t want to overpay for it,” she said.

Many successful retailers know this, and have frequent sales to stimulate consumerism.

Garber said she feels that sales are also beneficial in attracting attention to the store, which may draw in shoppers who would have otherwise passed it by with disinterest.
The geographical placement of a store also plays a role in its performance.

The owner of AGD shades, Garber said, only locates AGD stands in malls in or near college towns, such as Bloomington.

“He believes that’s where the money is,” Garber said.

College towns offer not only a plethora of young, energetic and often fashion-
conscious consumers, but also a large labor pool. Many students desire part-time jobs, and the vast majority of stores in the mall are willing to accommodate their non-traditional schedules.

Moreover, college towns are often home to sports enthusiasts, which provides a relatively steady stream of customers for stores that specialize in college-themed gear and apparel.

However, Jon Tichenor of The Indiana Shop said the downside is that sales are strongly correlated to the success of the basketball and football teams.

“When they’re not doing so well, we see a definite drop in sales,” he said.

Many things define a successful business: skilled management, effective marketing and sensitivity to market dynamics. But at the core of it all, a business is only as successful as the number of its customers.