Thursday, May 7, 2009

Organised Retail: No Smile within a Mile

Its that time of the week when I have to go for the weekly grocery and vegetable shopping, and NO I'm not going to the Supermarket anymore..
I had enough of moments of truth and finally the truth has dawned that I'm not good enough to enjoy the benefits of organized retail.
The "moment of truth" in service marketing parlance is described as the moment when the service triad composed of the Consumer, the serving personnel and the service organization meet. In organized retail, the experiences I had with the truthful moments were never great, but I stubbornly trudged along from one outlet to the other - expectant that some day I will have a truly enjoyable moment.
Imagine a typical scenario:
It is Sunday morning, and I get ready for the trip. I collect the cloth bags (yes, we are trying to reduce our plastic dependance), the list is safely tucked in the pocket and the kids are secured on the back seat as we drive down to the supermarket.
The first hurdle is to find a parking slot. The store is big, but the designated parking slots are too few - and even on the Sunday morning they are full. We poke our noses into side streets and quickly occupy the one slot free.
Next hurdle is getting the empty cloth bags inside. The mighty security gurads are programmed to reject any bags from going inside. If we are lucky we might be allowed with the bags - else we might escape with a simple admonishment that bags need to be deposited at the entrance, to be collected later while the billing is in progress.
It has been half an hour since we entered this wonderland. Our trolley is half empty(we are optimistic people you know), to accomodate the planned items from the list which is still safely tucked in my pocket, as all of us have been stuffing the trolley with things that we don't need.
I refer to the list and ask one of the attendants where a particular item is stacked. It is always a dangerous question. It triggers a chain reaction where the query gets transferred from one attendant to the other and after a considerable delay the response could be don't know, don't care or it is out of stock.
Another dangerous question could be: "Do you have a fresher stock"? This typically happens with perishable items - with warning like "best within 15 days". In cases when the 15th day happens to be tomorrow, expect no sympathy from the attendant - come on you could still consume the item within today. Do you have to really trouble them with such silly questions as : do you have a fresher stock!
The trolleys are full with 70 percent of the planned items bought and we are in the final lap - just the billing is pending. The queue is long, some of the counters are closed, but attendants could have been the receptionist of a clinic for all you know. Typically they were the only ones in the service industry who could get away by being rude. Your appointment should come in 10mts from now, where 10 mts instead of being earth minutes are typically those of Pluto. (http://www.lpi.usra.edu/education/skytellers/day_night/activities/nightlife.shtml)
Coming back to retail - the attendants don't care - selling is NOT their job - they have a role: receptionist, customer care, billing, stacking - thats all - but who sells??
So, now I have come back to my friendly neighbourhood mom and pop store. The store does not have AC, it is not sparkingly clean - but it has a person behind a counter and not a role.
It has a person who acknowledges that I exist, who tries to make small talk - who at least tries to help and pretends to listen when I crib.

3 comments:

Appy Yuppy said...

Couldn't agree more. We got lucky enough to know a store that tries to simulate a supermarket but is not a chain outlet. For me, the supposed convenience of the retail store and the comfort of a mom and pop store meets there.
But I cringe every time that I have to enter one of the two chain outlets located very close to my house - exactly for the reasons you described.

Appy Yuppy said...

BTW, I realized you might not know this is Gagan.. :-).

lalitha said...

I had similar experiences at the Reliance fresh vegetables and fruits outlets , which ensured that I don't step in their shop ever again. But , the experience at MK Retail has been till now decent , which I use once in a month for bulk shopping.
For weekly groceries and veg/fruits shopping nothing to beat the experience at my local Sony's mini market- same as your mom and pop store!