LEARN FROM THE US?

Chicago, New York City, Las Vegas, Los Angeles… these major US cities and more are renowned as meccas for avidshoppers.

In a study by PWC it was revealed that the US retail industry is the country’s largest private employer, supporting 42million jobs and contributing $2.6 trillion annually to GDP, backing the theory that America truly does love shopping.

The US is undoubtedly a world-leader when it comes to the retail sector, and as one of the country’s largest and fastest-growing sectors, we ask what retailers across the world can learn from the United States.

Whether you love or hate the bold attitude of American retailers, it’s undeniable that their enthusiastic customerservice, jaw dropping shop displays and keen attention to the customer’s experience make the retail sector oneof the country’smost successful industries.

While American retailers are notorious for their often over-the-topapproach to customer service in comparison to their Europeancounterparts, it’s a formula which has worked to their advantage. Ingeneral, American retailers are also more confident when it comes toupselling, and will typically offer customers a further product or dealwhen they reach the till point. Staffing structures in American storesalso wildly differ. The ‘greeter’, for example, will be a dedicated memberof staff who greets customers, welcoming them to the store, providinginformation and offering assistance. The infamous topless male greetersat American retailer Abercrombie & Fitch have become synonymouswith this forward approach of encouraging shoppers into stores.

When it comes to visualmerchandising, American retailersknow how to execute theatrical,show-stopping displays. Along thegreat shopping avenues of America,such as Manhattan’s Fifth Avenue, LosAngeles’ Rodeo Drive and Chicago’sMagnificent Mile, store windows areexcessively dressed to catch the eyeof the passing shopper. Visualmerchandising roles are becomingincreasingly common in the UK,however the US has a long history ofemploying specialists to design, createand install effective campaigns thatexcite and attract customers.

In a survey conducted by PWC, 58 per cent of US shoppers revealed thatthey value convenience over price, and while the rest of the world isalready embracing omni-channel, and doing it well, the US hascontinued to maintain a leading edge when it comes to convenience.Electronics retailer Best Buy, for example, has taken omni-channel tothe next level by engaging with its customers online, as well as instoreand even in their homes through its hands-on approach to delivering,installing and maintaining appliances for its customers. Best Buy has alsoheavily invested in its delivery service, ensuring that customers receivegoods as quickly as possible. American retailer Target has also utilisedomni-channel to bring its customers convenient shopping, with its digitalsales increasing by 30 per cent in 2015.