RETAILERS MAKE NICE

Retail business is either very good or very bad. It seems like only yesterday that retailers told us to either “take it or leave it.” But the tides have changed and retailers are cozying up to consumers with such familiarity that I wonder if Bloomingdales will be sending me flowers on my next birthday.

There are other reasons for this query. I recently received a gift card from Saks Fifth Avenue for $25. All I have to do is spend $250 and I get $25 off my purchase. Bloomingdales sent me a lovely brochure/greeting card with offers of up to 60% off all my purchases. If I spend $100 I will get $25 off my bounty. There are coupons and nice little notes of affection.

Stein Mart also chimed in with a card that said, “Thank you for joining our Preferred Customer Program. Start enjoying your exclusive savings now and take 20% off any one item.”

And if you think these bargains are a nice gesture, Saks Fifth Avenue went the extra mile in NYC last week when they served shoppers (myself included) free sparkling water with lemon in wine glasses. The drinks were served by handsome men in tuxedos (on the main floor) and you didn’t have to buy a thing to be served country club style.

I assume retailers have learned that bonding with your customer is almost as important as giving them what they want. Because we all know that most people in the US have enough of everything in their closets. It’s nice to get a few bucks off a purchase, but consumers have thrown in a new caveat: They want to be coddled. They want stores to care about them and shower them with affection. After all, you can’t go into therapy together so both parties have to be open about their mutual respect. After all isn’t it a fact that the basis of any relationship is respect?