UNIQLO has perfected the art of neat
Neatness in retail is critical, but rare.
This is going to sound ridiculous, but if there is one thing that is pervasive in clothing and apparel stores that significantly cheapens the brand image of the retailer guilty of doing it - it's the running of a messy store.
Boxes in aisles, messy shelves, poorly maintained floors, paint chips, point of sale communication that looks shoddy, staff with sloppy attitudes, cluttered till points - the list is long, and even writing these points is annoying.
With all of the money invested in inventory you would think that store neatness would be a priority, but it's an afterthought. As a shopper, there is nothing more off-putting than retail slop.
Perhaps this is why UNIQLO shows up so well.
Neatness is their thing.
Shelves are perfectly co-ordinated and presented. The in-store experience is coherent and intentionally-designed. Staff are so efficient and attentive their behaviour boarders on stalking.
According to CNBC, UNIQLO classify themselves as 'a tech-company' rather than a clothing retailer, but a part of that must be their commitment to customer-centricity by making certain that their stores are nice places to be in.
In fact, customers love spending their time in UNIQLO stores so much that some of their flagship stores are now starting to serve them coffee.
Neatness in retail is critical. It would seem to be such an obvious thing, but in practicality walking into a nice clean clothing store in South Africa is a dream we have yet to enjoy during waking hours.
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Jon Cherry
Jon Cherry