Move over Meryl Streep! The Devil no longer wears Prada, she, he or it now sells Prada!
That is, according to research conducted by the University of British Columbia, Sauder School of Business, a reality, particularly for “aspiring consumers”.
The Canadian academics found that “snobbish” sales assistants can be very effective in increasing sales in certain market segments. Encouragingly, that extends beyond the Julia Roberts streetwalker character in the movie “Pretty Woman”.
During the past fortnight we have participated in a series of radio and TV segments.
One important factor that escaped a number of interviewers was that the key focus is on the consumer, not necessarily the “snobbish” sales assistant.
Social mobility is still alive and active. Some people continue to stretch their budgets and their social standings. In so doing, they are entering unfamiliar buying experiences. As a consequence, advice, influence and endorsement by informed, experienced, qualified and sympathetic service providers are greatly valued.
Put simply, many consumers have never previously purchased Louis Vuitton, Gucci or Prada. Likewise, some people (I suspect a majority) cannot distinguish between diamonds, crystals and bling – which in part explains the trading difficulties being encountered by many retail jewellers.
And what of those 70% of wine consumers who are primarily influenced by “price range” in their purchase selections.
Retail liquor stores do themselves, and their sales and profit margins, a disservice by employing young, part-time, inexperienced university students who are more likely eminently qualified in binge-drinking cheap beer and pre-mixed spirits.
Yes, “snobbish” sales assistants can be effective – for a few. Most consumers still prefer, value and seek out caring, sensitive professionals who recognise, respect and value their needs, expectations and aspirations.