Department store angst

The Bloomingdales’ catalog, of which they send about one a week, beckoned with cute cashmere sweaters, and I was freezing in my office during a freak August cold snap in NY. Armed with the catalog, I ventured into the store (I hadn’t been in at least 5 years). After asking 3 saleswomen where these sweaters were, I ended up in the Juniors, 2nd floor. (Well, the sweaters were trendy.) I decided they weren’t me, with their empire waistlines and smocking. Made me feel even more like a petite than I am (5′4″). Bloomies has a more spacious layout than Macy’s or Lord & Taylor, but their prices are less bargain-hunter-friendly, and both their clothing and shoe selections can best be described as idiosyncratic and narrow. Two of the saleswomen ignored me until I spoke up twice. And the store is majorly disorienting. I may not be back for another 5 years, or ever.

Contrast this with Lord & Taylor and Ann Taylor. Why are they two of my favorites? L&T has given me courteous, old-school service and I got great buys on their cashmere last year. I am a loyal AT customer because many of their pants have a very forgiving cut, they use great fabrics and colors, and they send me coupons, which I usually find a way to use. Last month at Ann Taylor Loft, I dropped $200 but with my 20% off coupon, saved $50, and got two tops, a pair of cropped pants, and a cute denim suit, all of which are office-worthy.

Stores, take note: you build customer loyalty by offering your customers something extra, by carrying their size, and by not insulting their intelligence with ridiculous trendy crap. Ann Taylor has sent me their latest coupon, with a handwritten invitation to set up an appointment with a personal shopper. I even remember the saleswoman who helped me pick out clothes at that store. I hadn’t experienced that level of service in a long time, and you can bet I’ll be setting up that appointment soon.