The In-store Greeter
What’s the first thing that happens when you walk into some retail stores? If I hadn’t given it away in the title, you probably would have guessed it anyway. You are greeted by a smiling employee with an enthusiastic greeting. They are the first people to talk to you inside the store, and set the tone for the rest of your shopping experience.
Some retails chains call these employees “People Greeters” or “In-store Greeters.”
What is their true purpose at the door? Is the company wasting money just to have someone standing there? Take a few minutes to ponder this. It’s related to what we talked about last June- Give to Get. You may consider it to be a small thing, but think about the shift in attitude of the customer as they are greeted:
They have been greeted in a friendly way
Customers like to be recognized in a friendly, comfortable atmosphere
A positive first experience with customer service
Sets the tone for the rest of the experience
Their shopping day has been made that much better
When you walk in the door at these businesses, you have not simply walked into a warehouse of products you may (or may not) purchase; you have also already engaged their customer service. You have already engaged the company in a friendly, personal way. Something that may not happen for several minutes at competing companies. The customer is greeted in a warm and friendly way, by a friendly face.
These businesses have also 
shown interest in the customer as a person. People don’t like being numbers in a system, or statistics on a spreadsheet- they like being known for the person they are. So when a customer receives that friendly greeting, they feel valued. Not only does this make for a more memorable and personal experience, but makes it easier to seek out and speak to clerks in case they need help. People like to do business with people they like. People who are friendly to them, and make them feel comfortable. The purpose of the In-store Greeter is to help provide this as soon as they enter the store.
Studies have shown that when a customer has a warm, friendly experience, sales will increase, and the customer will have a more positive image of the store.
Take this concept and run with it. Maybe you don’t have a ‘bricks and mortar’ retail operation. Maybe you have an online presence. How do you engage the customer when they browse your website? How do you make them feel that personal touch?
Do you run a catalog? What is the reader’s first experience with customer service? Is it only when they finally call your phone number to place an order, or does it happen hours before, when they start flipping through the pages? It’s time to find your “In-store Greeter.” It’s time to find that personal touch.
Questions for Reflection:
Does your company have an “In-store Greeter?” What does it mean for customers?
How can you get creative and use this concept in your business?
Once you implemented your idea, how did customers react?
