Yes, you read that correctly. In the luxury space, rude sales staff apparently lead to more sales, according to a study from the University of British Columbia’s Sauder School of Business. Researchers labeled this the “Pretty Woman effect” after the film.
But there’s one caveat: This strategy only works for high-end luxury brands, not major labels.
In light of these research results, the Retail TouchPoints editorial team shared their customer service experiences, and whether they would buy more from snobby associates. Their insights are below:
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Debbie Hauss, Editor-in-Chief: The snob tactic probably is most effective on the East coast, specifically in New York City and the surrounding area. We’re accustomed to being treated with disdain by sales associates and others. Not to say I am a fan of it; and I do not typically purchase luxury products so I don’t expose myself to it on a regular basis. My son worked in a luxury retail store in the Short Hills Mall over the holidays, and I learned from him that the sales associates are well-trained to know exactly what to expect from specific shoppers entering the store – and they treat them accordingly.
Alicia Fiorletta, Senior Editor: I will say that overall, I’ve had nothing but positive experiences in the luxury stores I’ve visited. They were friendly, willing to help me and in turn, won my sale. For example, this past holiday season, I wanted to buy a Michael Kors watch for my boyfriend. Not only did the associate come over to me as soon as I set eyes on the display case, he gave me the scoop on their inventory levels. “I have to tell you, this is the last one we have in stock,” he said. “We also have a pre-Black Friday sale going on, so you can get this for 40% off.” Because Michael Kors is very strict about pricing and sales in department stores, I knew I had to get it right then and there. I think the saying goes “one rotten egg can spoil the whole bunch.” I think the same goes for luxury brand associates. To that end, I will say there are stores I won’t go into because they’re either empty or the store staff looks very intimidating.
Kim Zimmermann, Managing Editor: I would have to agree that while this approach works in luxury stores, it is not the best approach for all retailers. I am a fan of Coach and have gotten a few Coach bags and wallets over the years as gifts. I went into a store a while back to see if they could repair a wallet. It was not a recent purchase, and I didn’t hide that fact, but Coach supposedly has a lifetime guarantee. Yet, my question was met with eye rolls from the woman behind the counter and was told that it “wasn’t worth the bother." Did I walk out? No. I bought another wallet.
Glenn Taylor, Associate Editor: I can’t recall a time when a sales associate was flat out rude to me during a shopping trip. However, I can say that there have been a few times where an associate has deliberately tried to push me in a certain direction to purchase a specific product. While I’m totally understanding of an employee looking to earn extra commission pay, at least show honesty in trying to help a customer with a purchase. If an associate is going to go out of their way to push an agenda without trying to provide the advice they should be trained for, then I will most likely just ignore any further suggestions.
Brian Anderson, Associate Editor: Sadly, luxury brands can get away with having snooty associates in their stores because the brand name outweighs the overall customer experience. Last Christmas I was shopping around, looking to find a Michael Kors handbag for my girlfriend. My experience with the sales associate was honestly the worst shopping experience I’ve ever had. More importantly, this kind of experience was what I was expecting as soon as I stepped into the store – and it didn’t stop me from buying the handbag. But if a Walmart employee even looks at me the wrong way when ask for assistance, I’m not buying anything. When it comes to customer experience, the end product plays a major factor into how much snobbishness a shopper can handle.
