Tom Vander Well started a discussion at his blog, QAQnA about the need for women’s retail stores to make allowances for the men who accompanied their women there. He was lobbying for chairs, magazines, and other amenities so that he could relax while women did their
seemingly endless shopping. I agreed and commented about a mill store that actually had a separate room for men and women who wanted to sit down while their family members shopped.
Then Doug over at Service Untitled kicked the discussion up a notch by advocating that stores build in these amenities when they design their stores. (Here, Here!)
Let me continue the discussion by asking you to revisit a post I wrote some time ago about the need for employees to treat shoppers outside their store’s prime demographic fairly and politely. For example, a grandfather shopping for a gift of clothes for his teenaged grandaughter.
Bottom line: Welcome everyone who walks into your store whether they are in your desired customer demographic or not. Remember the shopper is not always the one who’s going to pay for the purchase.
Plan, as Doug advocates, from day one to make them comfortable, even when they’re just accompanying the shopper.
I’ll bet you that doing so would increase the frequency with which many customers return to your store. And the real benefit would be more sales and referrals for you.