Why Customer Service Matters – A Story from My Boutique Shopping Experience
Recently, I set out to find specific outfits for some videos I’m working on. I knew exactly what I wanted and was excited to shop in-person at a few boutiques. But to be honest, the experience left me surprised and a bit frustrated.
At most of the stores, no one greeted me when I walked in. It was really up to me to search the racks and find what I needed, without any help or suggestions. When I got to the fitting rooms, I had to hunt down my own sizes, which was a bit discouraging. At one store, I even got what felt like an eye roll when I kindly asked if they carried a specific piece.
I kept thinking,
"This is the whole reason I came to a boutique—to have that personalized shopping experience!" It was a reminder of just how important good service is in retail today.
I’ve been following Bob Phillips’ blog, “The Retail Doctor” for a while now, and while I don’t know him personally and have no affiliation with him, I love what he teaches about customer service. His approach really resonates with me, and I wish more boutiques would adopt these simple, yet impactful practices. This post isn’t a criticism of anyone, and perhaps your boutique is already excelling at these things. But for those who want to take customer service to the next level, here are a few of Bob’s recommendations that I think are worth exploring.
Bob Phillips' Tips for Creating a Memorable In-Store Experience
1. Greet Every Customer with Enthusiasm
When customers walk into your store, the first few moments set the tone for their experience. A simple “Hello! Let me know if you need anything!” can make them feel acknowledged and welcome. Phillips says that customers are far more likely to engage if they feel like their presence matters.
2. Be Proactive in Offering Help
Phillips stresses the importance of anticipating customer needs. Instead of waiting for someone to ask for help, encourage your team to proactively offer assistance. “Can I help you find your size?” or “Would you like me to pull a few pieces to try?” are simple questions that go a long way in building trust.
3. Elevate the Fitting Room Experience
According to Phillips, the fitting room is where buying decisions often happen. Train staff to create a positive experience here by offering to bring sizes or providing styling suggestions. The extra effort can make customers feel pampered, turning a fitting room visit into a memorable moment. Of course, if you carry ADA Belts, the fitting room is the perfect place to show a ‘before’ and ‘after’ transformational effect of a belt.
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IF YOUR TEAM DOESN’T FEEL CONFIDENT STYLING CUSTOMERS WITH BELTS, PLEASE BOOK A SESSION WITH ME A.S.A.P. AND I WILL HELP ANSWER ALL THEIR QUESTIONS INCLUDING HOW TO DRESS CUSTOMERS OF DIFFERENT BODY TYPES WITH A BELT AND HOW TO CREATE A NICE (AND NON PUSHY) STYLING EXPERIENCE WITH BELTS.
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4. Build Relationships, Not Just Transactions
Phillips emphasizes that today’s customers want more than just products—they want connection. Encourage staff to learn customers’ names, preferences, or recent purchases. Even a small conversation about how a customer plans to style a piece can leave a lasting impression.
5. Maintain a Positive and Energetic Attitude
A smile and positive attitude can be contagious. Even if the day is busy or challenging, Phillips reminds us that every customer interaction matters. Customers can sense when staff are genuinely excited to help, which enhances the overall experience.
Why This Matters for Boutique Success
At the end of the day, boutiques have something that online shopping simply can’t replicate: personal connection. It’s the ability to engage with customers, make them feel welcome, and offer tailored advice that helps them find exactly what they need.
I truly believe in these principles, and if more stores embraced them, they would see happier customers and stronger loyalty. If you’re interested in exploring this further, I highly recommend checking out Bob Phillips’ blog. He shares valuable insights through his webinars and courses, and it’s worth taking a look to see how his advice can help your store thrive.
Together, we can create the kind of retail experiences that not only grow our businesses but also make customers excited to come back time and time again.
XOXO,
Ada
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