Can Kathmandu do mad? Yes they Kan-mad-du.
For years retailers have been engaging in the annoying practice of asking customers to fill in a meaningless surveys to rate their performance. They are meaningless because the respondents are not a genuine random sample, the questions asked are often ambiguous and sometimes downright leading in the responses they are trying to elicit, and because the results of the survey probably just end up in some inscrutable graph in a PowerPoint presentation of a middle manager in the quarterly sales meeting.
On Friday I experienced a new extremity of survey madness when I made a purchase at Kathmandu. When I went to pay for the purchase with a credit card, the staff member asked me to key in ‘Yes’ or ‘No’ to answer the question on the screen which was something like “Did you find us upbeat and friendly today?” Yeah, so asking customers to answer that while the staff member watches on is going to elicit reliable data. Not.
The December quarter saw a 37.4% improvement in upbeatedness!
Shopping is not one of my favourite things, but after putting off a number of needed purchases for some time, today I spent more hours in shopping centres than I would normally endure. Here are some things I learnt.
- Size labels on clothing are meaningless. In the course of purchasing shirts I tried on many size L shirts, some of which were too small, some too big, and some the right size.
- A depressing number of retail outlets ask you to join their ‘loyalty’ programs so that they can track your purchases and send you junk e-mail.
- There are a number of perfumery outlets emanating such a stink that I wonder whether they ought to be reported to the EPA?
- Thin glasses cords are very thin in stock at the moment. There’s no problem acquiring a thick glasses cord (one that is visually distracting and reminiscent of rope for lashing down loads of freight) but it seems that the thin cords are in short supply. I had to visit 11 stores/chemists/optometrists before finally being able to purchase two thin glasses cord at Bupa Optical Kotara. It turns out they were the last two in their stock. So now there’s at least 12 places across Newcastle that doesn’t stock them.
In a post earlier this month I used the word “ambivalent ” when talking about iTunes upgrades. A lot of people think of “ambivalent” as meaning not having a strong feeling on some matter. More correctly, ambivalence is when you have two conflicting feelings at the same time.
A good example of ambivalence is the music that retailers play in their stores. Undoubtedly they target the music they play in the background to cater to the tastes of the demographics of customers in their store, and to make them buy more stuff. I suspect they even fine tune it by the day of week and time of day, so that the music that gets played 10am on a Monday morning will be different to what gets played 3pm on a Saturday afternoon.
So when I was in Bunnings the other day and John Paul Young’s “Yesterday’s Hero” is played, I am both simultaneously delighted to be hearing my favourite song of 1975, (and knowing that JPY will be collecting a few cents more in royalties), but at the same time disgusted that a retail behemoth is trying to mess with my mind and affect my buying behaviour. Ambivalence.
Now in a curious coincidence an interview with JPY appeared in the Newcastle Herald today, in which he recounts how he was in Bunnings the other day and was recognised, but only as someone “who looks like John Paul Young.”
Another grinchy thumbs down to Bunnings who have their Christmas stock out for sale more than three months before Christmas!