Broadcaster and consumer expert Kate Hardcastle MBE – also know as The Customer Whisperer – highlights the retailers going over and beyond to impress shoppers – and those that need to go back to the drawing board.
Customer yeh: Gibson’s guitar playground
Walking into the Gibson Garage in London for the first time, I couldn’t help but feel like I was stepping into the music store I had always wanted to visit; a future where the experience trumps the hard sell, and the joy of discovery takes centre stage. It’s a refreshing twist on the traditional high street visit, and here’s why I think it’s a retail winner.
Instead of walking into a sales pitch, I entered a musician’s playground. Guitars of all shapes, sizes, and histories hung within arm’s reach, not behind glass cases or far-off shelves, whilst a parade of Les Pauls are on a moving a carousel on the roof.
The staff, more like fellow music enthusiasts than salespeople, encouraged me to pick up any instrument that caught my eye.
I spent hours toggling between electric and acoustic guitars, each with its own story, under the subtle guidance of the knowledgeable yet unintrusive staff.
The focus here was clear: have fun with music. It’s not about pushing sales or upselling accessories; it’s about reigniting the passion for music.
The cherry on top of this revolutionary retail experience is the Garage’s performance area and stage – a hub for small gigs, artist appearances, and impromptu jam sessions. During my visit, I was treated to a surprise performance that felt more like an intimate gathering than a scheduled show.
This element of unpredictability adds a layer of excitement to each visit, promising that no two experiences will be the same.
By prioritising experience, inclusivity, and community, Gibson has created a destination that transcends traditional shopping, offering a place where the joy of music brings people together.
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Customer meh: Lost opportunities at WHSmith
As I stepped into WHSmith with the anticipation of an experience I knew all too well, I couldn’t help but recall the numerous surveys and headlines that have given the store with a less-than-stellar reputation for customer service over the years.
As such, I was not expecting miracles – but I did need a stationery product – and fast, so this was the retailer I needed to visit.
The moment I crossed the threshold, I was bombarded with those bright yellow stickers, each screaming for attention with deals that, upon closer inspection, were not deals at all.
In a world where every penny counts, WHSmith seemed to be the only retail winner offering goods at prices that – when compared to the market – are exorbitantly high.
The stark lighting overhead cast a harsh glow on everything and everyone, and navigating the aisles was a challenge unto itself. Trying to find a specific stationery item seemed difficult – but tourist style token take-aways were in abundance.
The experience at WHSmith was a stark reminder of the importance of brand value and the long-term enrichment of customer relationships. In a world that is increasingly moving towards personalised, meaningful interactions, this stores approach felt out of kilter.
Surely its time for a change; a shift towards a future where customer satisfaction is not just a goal, but a reality. It just has to be better than this – no matter how good the profits look. There is so much low hanging fruit for opportunities to improve, that are certain to bolster the bottom line too
Kate Hardcastle MBE is an international consumer expert, broadcaster and commentator who splits her time between the UK, US and UAE.
She works with some of the world’s biggest brands to reimagine their customer engagement by providing insight that help transform their businesses.
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