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Rebuttal to Mary Hunt in Woman's Day Magazine: Retailers Don't Trick Customers

Mary Hunt takes aim at retailers by telling Amiable personalities they are all wrong and should become like her, an Analytical. I hate this type of X-files "they" are trying to "do" something to you. See why she's all wrong and why.

August 3, 2010 by Bob Phibbs — CEO, The Retail Doctor

Be forewarned, this post could become a rant. I have no personal malice towards the writer of the article I’m ripping apart today – just the ideas, how they tap into certain personalities and what she says about retailers – my buds. I share my thoughts  as a way of illuminating the Analytical personality.

I was at the checkout counter of my local market and saw the August issue of Women’s Day magazine with a cover story, “Shop Smart: Tricks Stores Use and How To Avoid Them.”

The premise and tone piqued my curiosity so I purchased it.  (You can read the full story on their website which they have taken down a notch to become, “12 Spending Schemes We Fall For.”)

The first thing that got me was how the article tapped into the lack mentality that there was some “they” retailer out to do poor “you” the customer wrong.

Author Mary Hunt let’s you know right off that she’s “no fool.”  She implies that you, dear reader are because you haven’t noticed what she does with her disciplined approach to shopping. Aah, the dirty truths of retail.

Her basic premise is that companies who hire Paco Underhill and his company Envirosell to find the best ways to merchandise their stores and grow sales to be something akin to snake oil salesmen taking advantage of gullible shoppers. Since I too help retailers merchandise, train staff, market  and more with my consulting practice, I took offense.

If you’ve read my book, The Retail Doctor’s Guide to Growing Your Business (Wiley) or read this blog for awhile, you know how I feel the four personalities help us understand behavior.

The Four Personalities
Here’s a brief rundown: The Driver – think Gordon Ramsey, the Analytical – think Mr. Spock from Star Trek, the Expressive – think Jack Sparrow of the movie Pirates of the Caribbean, and the Amiable – think Norm from Cheers. (You can take a quick quiz to discover yours for free here.)

Ms. Hunt, an obvious Analytical is tapping into the worst fears of Amiables – being taken advantage of, failure by not understanding risk and not being “smart.”

That’s why Amiables frequently shop with others or defer to friends/significant others to make decisions. They also appreciate shopping where it feels like home rather than a sterile warehouse. To Ms. Hunt, retailers are luring such shoppers into debt.

Her Tips
To an Analytical, it is just logic that keeps them from being misled and her tips follow that same line of thinking such as:

• Don’t browse, just get what you need and leave.
• Don’t follow patterns in the carpeting – make your own path.
• Don’t touch it if you won’t buy it.
• Only bring enough cash for what you “need.”
• Don’t look around at other departments.
• Seek help only if you need it.
• Keep track of prices.

While this may make Ms. Hunt feel smart, it is simply not the way people shop and it shows the wide gulf between Analyticals and Amiables. We’re not talking someone with a gambling or alcohol problem here where one roll of the dice, one swig could land them in rehab; we’re talking about what should be a pleasurable experience.

For an Analytical personality, all shopping is a necessity, not a pleasure.  They seem to believe someone somewhere has the lowest price; they don’t want to pay more so they will research things more than the other three personalities. Contrary to some assumptions, they are not cheap but spend their money in a frugal manner for things that are important to them. That’s who they are. That’s how they approach life. That’s fine.

Amiables on the other hand, the ones who read such magazines, are primarily concerned with their families and their friends. They don’t want to feel stupid and so some will follow her advice, I’m sure.

The Reality
Here’s the rub – many of the things Ms. Hunt calls out as warnings are intended to make the experience better for those shoppers.

To me, a Driver personality, Ms. Hunt’s suggestions like  ”take note of a store’s colors. Just being aware of them helps you take control,”  her assertion that Food Courts are there to “keep you at the mall,” and her instructions to “forget the cart or opt for the smallest one” are just plain weird.

Do retailers work to increase sales? Of course. It’s called capitalism. Do they merchandise various things together? Yes, so customers buy all of their needs from the one store – cosmetics, shoes, the purse and the dress. It makes it EASIER on the customer.

Macy’s for example doesn’t want a customer who just plunked down $150 for an outfit to get home and find no shoes to go with it, forcing the customer to have to get back in her car to try and find a pair that match. Or discover her lipstick has run low. Or a hundred other time-savers. And land at a competitor.

I was particularly baffled at Ms. Hunt’s suggestion to “only seek help if you really need it.”

What would that mean using her tips?

Keep looking around a store aimlessly trying to find something and then, only after you’ve not touched anything, with your hands full, eyes straight ahead like a horse with blinders would you ask for help.

Ridiculous.

I told you this might be long and a bit of a rant.

Now retailers, what if you have an Analytical personality on your sales floor? Think they are going to upsell?  Owners, what if you have a CMO who is touting the “value” meal? How about organizing your store so people can “get in and get out” quickly – is that going to build profits?

What say you?

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