Macy’s Killing Giftwrap Could Be A Great Move, If It’s Public Enough
Written by Evan SchumanMarch 18th, 2010
When Macy's confirmed this month that it is abandoning its classic giftwrap service at almost all of its stores (five out of the chain's 850 stores will still offer the service), it became a wonderful metaphor for the industry's lack of true service, one nicely represented by something that is—by definition—cosmetic and purely decorative. In difficult economic times, functionality reigns; it can even trump price. But so many retailers miss golden opportunities to make their case effectively. Consider how many technologies have been portrayed as undermining customer service: self-checkout, kiosks, ATMs and even some elements of today's mobile offerings.
The counter argument has been that these technologies allow retailers to redeploy people into positions where they can truly deliver customer service. The classic example: taking cashiers out of checkout lanes and instead having them carry customers' bags to their cars. Would Macy's be facing less of a backlash if, instead of quietly laying off some of those box wrappers, it prominently featured them in highly visible customer-facing situations? Consider an associate working aisles wearing a button that declares: "I was taken off giftwrap so I can help you here."
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3 Comments | Read Macy’s Killing Giftwrap Could Be A Great Move, If It’s Public Enough
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Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
-Christine
March 18th, 2010 at 7:16 am
Another great customer contact opportunity forfeited. HR and finance are only looking at cost side of equation. The gift wrapping contact is the best value differentiator in many customer’s experience. It should be featured, not shut. What a great moment to capture referrals, grow brand value, represent vendor partners, cash in loyalty points (why not wrap for points). Wrap is an opportunity to cooperatively build an event with your customers on your own turf – the gift receipt, paper selection, gift note, card, warranty, upsell/cross-sell, extended store visit time – all quantifiable benefits – Read Customer Worthy (book) for the rest of the story
March 18th, 2010 at 8:26 am
Given the challenges of FINDING the gift wrap, I’m not surprised its not used – I’m a regular Macy’s shopper, and didn’t even know they did gift wrap … if the gift wrap table were in the middle of the women’s accessories, I’ll bet it would have gotten lots more business.
March 19th, 2010 at 3:05 pm
i personally feel macy’s is trying to save money, i have been in some of them stores that nolonger have gift wrapping. that employee no longer have a job, they do not put them on the floor to sale, they just get rid of the employee and cover it up. you use to get free gift wrapping depending on the macy’s credit card you have, know you have to travel either 5 or 10 miles, to one of there larger stores to get it, so is it worth traveling that far with the price of gas?. they have also stop the free shipping, alterations, and a lot of the other little perks they use to provide to you for opening an account with them or shopping so much there. i have given up on macy’s. they are a rip off for the customer and the employees there, just pull one to the side and talk to them, and you will find out for yourself.