Going "Beyond" Customer's Expectations

Going "Beyond" Customer's Expectations
Tags: Consumer Behavior, Customer Service, Furniture and Fixtures, Merchandising, Retail - General, Specialty Stores, Store Design & Layout
April 20, 2010

On New York's east side, there’s a store with exceptional customer service. It's not on Madison Avenue. It's not on 5th Avenue. It starts with a “B” but it’s not Bloomingdale’s, Bendel’s, or Barneys. It’s Bed Bath and Beyond. And it’s impressive.

What do they do right? Bed Bath and Beyond (or as I call it, “BB&B”) understands how to balance customers’ impatient need to quickly check in and out while rewarding us with a pleasant shopping experience.

Remember the days when retailers would promise to open up a register when there were more than 3 people waiting in line? BB&B doesn’t promise this but they definitely have it in their DNA. You’ll rarely wait on a line more than 1-2 people deep. And if you are waiting, a friendly store employee will look out for you and politely inform you of any just-freed-up registers.

Remember the days when Wal-mart wasn’t the only retailer to greet you upon entering their store? Unlike many high-end or big box retailers, BB&B has a doorman who holds the door for you, hails a taxi, and helps you load your purchases into your car. Unlike most of these stores, BB&B provides plastic bags for your wet umbrellas on rainy days so you don’t further soak your clothing, belongings, purchases (and the store itself of course!).

Remember when employees actually helped you in-store? BB&B’s store personnel remind me of Whole Foods’ employees as they walk around and proactively ask if you need help… and practically lead you by the hand to your desired product.

Remember when a store was designed to accommodate how you shop vs. how they can easily replenish their inventory? The merchandise is always well-stocked (except for seasonal blow-outs on Menorahs, Christmas trees, and beach chairs) and well-located. Most importantly, travel-sized items and an impressive display of HBA products are conveniently on the 1st floor for those who need to literally fly in and out quickly. And an increasingly chic line-up of designer merchandise is showing up in their home goods departments.

Friendly? Fast? Understanding this intersection of customers’ impatience seems to be the essence of BB&B’s success on the east side.