Retailers are increasingly using the buzzword “loud and consistent” to describe the retail experience.
They say they have seen the new term gain popularity in online stores, and even in restaurants and bars.
“It’s really exciting,” said Tom Mankoff, chief executive officer of MankOff Group, a retail consultancy.
“I think it’s about the new era of retail.”
What does loud and consistent mean?
The buzzword is designed to describe an environment where customers are treated with care and respect.
When it’s applied to a store, it refers to the amount of people in the store and the ease with which they can navigate the store.
When applied to an environment, it means people are treated respectfully, and there are no barriers to entry.
The term also refers to a person’s experience in a store.
“We’re seeing it in all of our stores,” said Mankofsky.
“If a person is walking into the store with a bag of candy, it doesn’t matter how many people are in there, they are treated like a stranger.”
It’s about people feeling comfortable, it’s not about people being rude or doing anything that doesn’t feel right.
“What should you know about the word “louder”?
“They feel like the store is their own. “
When people are walking in there and they’re dressed appropriately and they know what they’re doing, they feel like they’re part of the store,” said Macy’s Chief Brand Officer, Chris Darden.
“They feel like the store is their own.
That’s really the key.
They feel like, ‘I’m going to be treated like I belong here.'”
“I can’t tell you how many times I’ve been in a location where the first time I walked in was just to buy a drink,” said Lizzie O’Brien, executive director of the New York Retail Institute, a nonprofit research and advocacy group.
“That’s when I heard the term ‘loud’ because I just couldn’t imagine going to a place where I didn’t feel welcome.
People feel that way because the environment is not welcoming.”
A study of 1,000 consumers in New York City found that, compared to their counterparts in other cities, people in New Yorkers who were shopping in stores were three times more likely to say they were happy with their experience, while those who shopped in a public space were three to five times more comfortable shopping there than those who didn’t.
What are some examples of how loud and constant can be seen in retail?
A New York Times review of retail in New England found that while the number of people shopping in New Hampshire was increasing, there was a trend toward more quiet shopping.
A survey of about 5,000 shoppers in New Jersey found that in supermarkets and other retailers, the “laxity” of the shopping environment was perceived to be an indicator of the quality of the goods.
“There is no place that’s too loud,” said O’Donnell.
“A place that is too quiet is a place that has poor customer service, it is a poor experience.”
What does louder mean?
Loud means that people are more likely than others to react in a negative manner.
“Loud can be a really negative term because it is really about the feeling of being uncomfortable or the feeling that people can’t be treated with dignity and respect,” said Darden of Macy’s.
“People are not really getting what they pay for.”
“We have this sense that if people are not treated with this level of respect, they will not shop at our store,” added Manko.
“So, loud and continuous is a really strong word that is not just for the store, but it is for any store that is a destination.”
What are the benefits of loud and steady?
“When I think of the benefits for retailers and for people in retail, loud is definitely one,” said Chris Dillard, CEO of the retail consultancy, Lizzies Retail.
“The people that work in retail are the ones who make that retail feel like it’s a place they can live and be comfortable.”
“When you’re in a space where there is a lot of people and you feel like there’s a lot going on, then it’s going to feel very safe and comfortable,” said Kelly McBride, chief operating officer at Macy’s Retail Center.
“And the people that shop in a shopping experience, they know that if they’re not comfortable, they’re going to want to go somewhere else.
They want to feel like their experience is being respected.”
What’s the downside to loud and persistent?
“Laudable” refers to those who say they are happy and satisfied with their shopping experience.
That can be an advantage in the sense that it’s easier to navigate a store with people who are not accustomed to people with