Front of store greeters

[retail_trainer]

I'm looking for some opinions or experiences of retailers that have used greeters at the front of their stores to welcome customers and offer help. What was the reaction from customers? Did the initiative work? How long was it used for? Any general opinions would also be well received. Some people find these greeters make a customer feel welcome, suggesting a more personal service and a willingness to help, others find it intrusive and the approach too American to work in British stores. What do you think? All comments gratefully received.

[retailworld]

Good question!

Personally I hate greeters. I see no need for them and what's even worse is when a store has greeters and not enough people to serve me quickly when I get to the till.

However, I would make an exception if the greeter is doing more than say "Hello", eg they are handing out promo flyers that could be used in-store.

What I find better if having someone who stands 15-20 foot into the store and can guide people to departments or answer any initial questions. If they see someone looking lost they can help.

To give you an example...

A few years ago I was looking for quite a specialist item (albeit available on the high street). The shop that stocked the item was one I'd not usually go in (I'll say it was a sports shop).

Anyway, the entrance was once double-doors, flanked at each side by a greeter. There was a thirs greeter 20 foot into the entrance, and effectively a fourth at the top of the stairs to the first floor. In addition, there were 2 other walking the shop floor, and 2 at the till point.

And I was the only customer in the shop...

I didn't buy anything because
a) they didn't have what I was looking for. And
b) the atmosphere in the place was dire

There were too many staff, each jumping on you each time you paused for a second.

Hope that helps!

PS. Moved to General Business

[m8internet]

I'm not aware of many stores with them

ASDA / Walmart had them for a while in all stores
Typically these were the more mature members of staff (er, society!) not fightened to say hello to everyone as they walked in the store, so providing a shock factor, and for general assistance to those that asked for it
However, they also provide a basic security in the long term
One of Glasgows stores had two at the front, and they were kept busy following well known shoplifters until security arrived to escort them out of store
Sadly the staff lasted about six months and for a while managers had to stand at the front in their place
A private security firm now provide the service, and it's not quite the same
For ASDA read well-and-truly-no-shoplifters

John Lewis has recently introduced them in the run up to Christmas
Again though I expect this to be short-lived as the staff get fed up chasing the shoplifters, and realising they are cheap-skate security

B&Q have them, and again if you take the time to watch their role you realise they are looking for the well-known shoplifters

[emmab]

Personally I can't stand it.I just like to browse at my own pace, and if I have a question I will ask. I always feel slightly like a criminal and that i'm being watched. A customer service point or help desk is a great thing to have in store, as long as it is always manned.

[m8internet]

There is quite a difference between a front of store greeter and agressive sales staff!
Take a well-known sports fashion chain
The staff are briefed to approach ALL customers within 30 seconds of them looking at stock
I learned sign language years ago, and that gets rid of them!

[emmab]

There is a difference definately , but I always feel slightly uncomfortable.