David Jones department store, Castlereagh St. I was in DJs with my partner on Saturday afternoon when we found ourselves in the high end womenswear brands department (how surprising !). I was interested to see they had some lounge chairs set up. Wanting to take the load off after an afternoon's shopping I thought this was a good idea, until I had a closer look.
The two chairs looked stylish and comfortable, but something was wrong.
Firstly, the chairs were placed right up against the POS counter - one at each end. This is psychologically not a very comfortable place to sit, especially if you are a male (presumably the majority of those expected to use the chairs ?). A closer look revealed that each chair had some merchandise or hangers on them (look closely at the pic). So, the staff were using them as benchtops. also, not very inviting.
Quite frankly, this displayed a total lack of shopper insight, and turned what should have been a positive into a negative. It couldn't have been less welcoming for a bloke - apart from the 'death stare' from the plummy-mouthed sales assistant that is :() So, I just stood around getting a tad impatient, and we eventually left without buying anything (again, how surprising !)
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That's dreadful - even back in the 70's and early 80's when i was in retail, (and we didn't ascribe to the retail science of today) we'd never have done that to anyone. Looks like a triumph of bad design over logic.
ReplyDeleteDon't these people even have normal human notions, let alone any empathy with or insight into their customers?