| How Global is Global? | By Walid Jammal |
On a very recent
trip through London and Beirut, I noticed that the world of retail is becoming
more and more Global. The same shops appeared on every corner in every city
visited and the designer shops filled the higher end corners of the market.
Every street had the same shops; causing you to try and remember which city
you were visiting. The only major differences were the language spoken and the
level of customer service.
Store design offered the same level of sophistication in every city. The stores looked and felt the same and the brand came across loud and clear. Evident in design is that linear forms and the materials of the late 60's and early 70's are back and being used throughout. Platforms and open shelves have replaced merchandise gondolas. Big windows and elaborate merchandising have given way to small open box displays. Minimalist best describes the trend. Lighting is playing the biggest role in store design. Everything has to sparkle and shine, even the garments.
The customer of today is searching for individuality and that has sparked a one of a kind trend in European and Middle Eastern countries. Unique and one of a kind pieces (in size and style) were featured at the front of stores. In the designer stores they are selling an attitude and again, in their attempt to be noticed, customers are buying it. Not only that, but they are also willing to pay higher prices to get it. If the retail world is truly global, why would customers freely accept the mass-market mentality of the United States, and be more demanding in other countries and why is there a more relaxed and less pushy atmosphere in the European and Middle Eastern stores?
One major difference between the customer of the Middle East and the United States customer is that in the Middle East they tend to haggle or bargain over prices. This is a custom handed down over generations and retail stores are not immune. In most cases their efforts result in a lower price - while in the States we accept the price on the tag as the price to pay. What do you suppose would happen if Americans start adopting this lesson they are learning as they travel abroad?
Although basic customer service levels are being used, each store in the different cities offered a unique blend of customization of their services to meet the need of their customer. An example of this would be the famous Seattle coffee house that opened their doors in Beirut. Located in highly urban, yuppyish towns, the customer would expect the shop to support the image of the chain. That is what you'd expect in the States, the same level of customer service and service in general, since the stores look the same, feel the same, and offer the same coffee blend and goodies. However, in the more American influenced side of the city, by the American University of Beirut, the store associates are more efficient. They move customers in and out of the store the fastest way possible. This provides the customer with a stress-less level of service and minimal wait. This allows the customer more time to relax and enjoy their coffee and each other. The difference in the client attitude and demeanor is more relaxed, less pretentious.
On the other hand, in the store located in the French influenced side of the city by the University of St Joseph, the service is an attitude, you wait over 25 minutes to place your order, not because the shop is crowded, and not because the staff is inefficient, they seem to be moving at the same speed as their counter part in the other side of the city, but the customer feels the demand if they wait, so they do. The client attitude and demeanor is that of individuals stressed, someone that is going through some kind of mid-life crisis and pretending to be something they are not - the word plastic comes to mind.
Is Retail truly global, or is it just similar shops popping up in every city across the world? If it was truly global, the look, feel, brand image and SERVICES should be leveraged across all the chain. It would not matter where the store is located, you should be able to expect the same look and décor and the same level of service in Seattle, Ohio, London or Beirut. Ponder this. If you accept the store image and attitude in Seattle, why should you expect less in one side of the city of Beirut? And here's the grabber, if they accept your bargaining in Beirut why shouldn't bargaining work in the United States? So is Global Retailing real . . . or is it a mirage? As I see it, it's a Real Mirage . . . What do you think?
About the Author
Walid Jammal, is a creative design professional with proven ability to analyze trends, develop design and product presentation. Focused on the retail industry for the past 16 years, from developing and presenting brands into the market place, to creating retail environment to fit the consumer and market place needs. Walid can be reached at 440-716-1906 or e-mail questions or comments to wjammal11@hotmail.com.This article was taken from "where it's @ The NewsLetter for MultiChannel Retailers" available at www.MultiChannelRetailing.com.
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