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EditorsOct 25, 2007
Mid-scale retail on the analyst's couch
Do mid-scale department store shoppers on the West Coast have a love for Macy's that East Coasters don't seem to share? According to the recently released J.D. Power and Associates 2007 Department Store Experience Study, Macy's came in last place...
Do mid-scale department store shoppers on the West Coast have a love for Macy's that East Coasters don't seem to share? According to the recently released J.D. Power and Associates 2007 Department Store Experience Study, Macy's came in last place for customer satisfaction in the greater New York area. That certainly wasn't the case in Los Angeles area where the retailer came out on top.
For once, the laid-back, relaxed attitude of West Coasters and the fast-paced, demanding attitude of East Coasters may not explain the difference. And it's hard to believe that Macy’s is better throughout Los Angeles than it is throughout New York. I believe the vast difference in experiences may be the result of mid-scale retailers' identity crises. Whether situated near low-end or high-end stores, mid-scale retailers tend to assimilate so consumers are likely to have experiences that vary dramatically from store to store, not just coast to coast.
If my Saturday shopping list includes a must-have item that's only available at Nordstrom, I don't have to agonize over which location to visit. Yes, store size and inventory can vary, but overall I know what to expect, especially in customer service. The upscale store is often surrounded with competitive, comparable stores and hires staff that knows how to cater to the type of customers that frequent it.
On the other hand, I tend to be more methodical when shopping at mid-scale retailers. The trip may require less money, but it can call for more patience and restraint, depending on the store location. For example, Macy's Herald Square in Manhattan mimics an upscale store, having more brands and sales associates than others, while a visit to Macy's Rego Park in Queens might lead a customer who has never frequented it to think they were shopping in another retail chain altogether. Again, I'm not singling out this retailer or this location. I have seen this disparity at other mid-scale department stores too.
As for the study's findings, I've never shopped in a Macy's in Los Angeles, but if you have, please share your experience. Maybe they do have better stores. New Yorkers, even a transplant from another region like me, won't easily admit that some other city has better shopping than the Big Apple.
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