The bricks and mortar stores that try to sell an actual experience are still doing relatively well in the era where Amazon and other online retailers threaten store fronts across America. As part of L Brands (home to the ever-profitable Victoria’s Secret), Bath and Body Works is going strong. Yankee Candle is also under a wide corporate umbrella and continues to move forward with some hope of survival.I used to really, really love shopping at Bath and Body Works and Yankee Candle. I still like them both so much, largely due to what has kept them thriving: us girls like pretty, glittery, fragrant things, beautiful packaging, gift options and products that change with the seasons and holidays. We love this because every retailer from Walmart to the local grocery store no longer specialize. You can literally purchase shoe polish, clothes, Thanksgiving wreaths and food while picking up your prescription at Rite Aid.
That’s one of the many reasons I love YC and B&BW. I can linger a while and just enjoy the prettiness of it all. It’s also seasonal shopping where my girls and I can purchase items simply to make the nest more festive during holidays.
Well, that was until a couple of years ago when both companies clearly “upped” the sales requirements for their employees.
It’s not the individual employee’s fault, and Yankee Candle isn’t terrible. Sometimes annoying but not terrible. You can also enjoy smelling Yankee Candles at several other harassment-free retailers such as Target and Bed Bath and Beyond.I now approach the Bath and Body Works entrance with great caution. My youngest daughter does not like to shop (while my oldest daughter and myself can shop all day) but the one place she truly loved going to at least twice a year was Bath and Body Works. Years ago, we would walk in anticipating the new, glittery displays of whatever new season it was, tried too many spray fragrances and joyfully ended up at the counter about an hour later with our bag full of products. We walked in with our eyes up, soaking in all the displays.
Now when I walk into Bath and Body Works, there is zero opportunity to initially look up and enjoy. I brace myself for the person (usually two) who will not only say hello but ask me a minimum of three questions. I’m not the rude customer who gives them the curt, “I’m just looking”, but after a recent visit, I might become her.
I went in to pick up something small to add to a birthday gift. I was asked three questions after the hello. I was so friendly, thanked the two different salespeople, then as I was walking further into the store, one walked ahead of me, attempting to stop my stride at a table that I was not interested in shopping at. I smiled as they explained the sales promos.
Then, at the checkout, they no longer ask the customer if they would like to leave their email address. They merely tell them to do it. Of course they do this in a cheerful “the last thing you need to do is….” way. Even though I appreciate the coupons, I’m simply not entering my email every time. These retailers have plenty of ways to track our spending and inundate us with snail mail.
Picking up my bag, the young salesgirl asked loudly, “Why aren’t you leaving your email?” Now, I was irritated. I estimated her around early 20s and just trying to make a living so I was gentle.
“I receive your coupons.”
“But we send more when you leave your email each time.”
“I’m good, I still receive coupons.” I smiled and turned around, walking away.
“There are some good promotions coming up…”
I continued walking.
With at least six feet between us, her voice got louder behind me. “It really is a great way to continue your coupons…”
I stopped and turned. She officially earned my glare, which according to my kids is really unnerving. After a few seconds, I spoke gently. “I understand you are trained to ask the email question. Continuing to nearly demand I not leave the store without providing additional information is inappropriate. You have taken away the joy I have shopping here.”
I felt bad afterward. The whole point of purchasing little extras like these (that we don’t need) is to have fun. I felt bad for the salesgirl and for my girl, because now we hesitate to walk in there. Bath and Body Works (and Yankee Candle) still offer an experience you can’t have online shopping. But, aggressive, continuous sales pitches rob shoppers of the joy.
Women like to shop. Take the fun out of it, and we’ll find an alternative elsewhere :).
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