Best $4 burger of your life. Bud’s Bar is where my friend and I chose to have a business meeting and catch up. It’s small town, cowboy up to the bar, no credit cards, and their best marketing attempt, which works, is “NO French Fries, Dammit.” But… those burgers. Served with a generous side of pickles & onions. Seemingly a weird place to choose for a business meeting, but we know what’s up and it was the rough halfway point. It was perfect.
The irony of walking in our business casual attire (wayyyyy too formal for this juke box in the corner throw back) and heads swinging only became clear to me after Kim shared her retail shopping experience with me. It’s a story of judgment and how in the struggling retail industry, personalized service is a needed differentiator from that of online. Or, in this case, a deal breaker.
Kim was on vacation with her family in England. She has a bit of a problem. She’s a handbag-a-holic and appreciates fine leathers with amazing prints. It’s her vice–retail therapy in the form of amazing handbags. And, she’s in front of clients all the time and so, really, it’s tools of the trade (retail justification). She was informed, motivated and ready to buy…one very specific bag. Upon arriving in the luxury retailer’s flagship store, which was huge by the way, she went straight to the handbag section. Alas, no bag. There were, however, RSEs, otherwise known as Retail Snobby Eyes. What, pray tell, are Retail Snobby Eyes? Have you ever stepped foot in a retail store and didn’t look “the part?” Straight from the gym? Dropped off the kids and make an impromptu stop? Just didn’t feel like putting in the extra effort? Only to receive the RSE? Well, that’s what Kim got. No greeting, no “what may I help you find?” and certainly no extras perks like *Champagne* (more on this later). She was with her teenage son who had been saving for a specific phone case as well, which they had, but was out of his price range. She left, empty handed and a little miffed.
Fast forward to a different specialty luxury retailer in London. This was not the brand she had committed to her next mental purchase but enter Captain Service of London’s now- crowned finest retailer. Greeted with authenticity? Check. Asked what she was looking for and how he could help? Check. Armed with *Champagne* to aid and loosen up the decision process? Check-I’m a fan, see last name. When she made what my husband calls the duck face with a furrowed brow when she checked out the look in the mirror (not a good sign of an imminent purchase… it’s the “damn, I was hoping to love this and I don’t” look)? A follow up question, a suggestion, a different bag and voila, a wallet that matched but not in a matchy matchy way. Yes, my friend is the Sally of When Harry Met Sally of handbags… I’ll have my ice cream… on the side. Or in this case, I’ll have the non-matching wallet with the pink button snap, which will match the interior lining, also pink. He knew the details that mattered to her. Cherry on retail-is-not-dead top? Her son found the same phone case. Still out of budget. King of Retail asked for a second, presumably to talk to Retail OZ, came back with a rainbow aura and extended the sale that was to start after they returned to the states to him. Ka-ching says the proverbial cash register. Hallelujah says the snubbed, now redeemed American abroad. Her faith in retail firmly re-established, Kim shared this story with me as we talked over our $4 Burgers, complimented by our awesome & attentive but not overly-so, waitress. You see, it doesn’t matter if it’s $4 bucks or 1500 dollar splurge (may or may not be the actual amount of the handbag, Kim’s Husband. I’m sorta fuzzy on the details)… Service matters. Fancy that word up, Customer Experience matters.
In our own industry, where tools are abundant, what separates the good from the best is service. The best will ask the right questions, anticipate the unstated need, find the right fit to your existing wardrobe (aka, your organization), take your brand and message to market and expertly market your most precious asset—your culture and the opportunity to be a part of it. Not dissimilar to this retail story, our clients refer their newly minted grads to us, in hopes we’ll help them network—we won’t snub the kid in the store. No furrowed eyebrows—we’ll find the right fit, with access to an amazing wardrobe, sized for you. Sometimes, you can even try it on for size. And, we’ll even deliver all of this with Champagne. Literally, in my case. 
To enhance or share your talent acquisition woes or wins, reach out to jennie@tsquaredgroup.com for sales, marketing & GM needs. For the best & brightest in HR, reach out to kim@hrQinc.com. To experience no frills deliciousness, go to Bud’s Bar.
About T Squared:
T Squared provides organizations with high caliber sales, marketing and general management professionals on a national search, interim staffing and pipeline management basis. The firm was founded in 2009 with headquarters in Denver, CO. For more information, visit www.Tsquaredgroup.com or tweet with us Twitter.com/tsquaredgroup