Marks & Spencer, also known as M&S, is a British High Street Store specializing in selling clothes, furniture and luxury food. M&S was founded in 1884 by Michael Marks and Thomas Spencer.
M&S is facing serious problems. They are losing customers worldwide, and they need to make some drastic changes to reestablish their name and draw customers back.
M&S plan to draw customers back, is to employ “US style greeters”. The greeters’ purpose is to welcome shoppers and help them find what they are looking for. M&S’ customers are not people, who are looking for cheap discount products; it’s for people who are willing to pay a little extra.M&S’ products are a bit more expensive, and customers expect to receive quality products and a good service, and therefore M&S initiative to hire greeters is a well considered idea.
Greeters can have a positive effect, but they also have negative effects. Stephen Walker, head of customer services at M&S, said: “Our greeters will be there to treat them as individuals and to be observant and react to their needs. We don’t want customers to feel pressurized in any way.” Even though Stephen Walkers said that he doesn’t want customers to feel pressured, some may feel it any way. There is a fine line between pressuring customers, and encouraging them to buy their products. It can be very overwhelming and stressful for a newcomer who just wants to look around and get inspiration to furnish their homes or buy presents. In addition, it can be too overwhelming for new customers, who are not familiar with M&S quality concept, to get that kind of attention. Another disadvantage could be the relative high cost it must be to hire specialized staff, to boost and increase the sale. The adverse effect could be that the extra money you will earn needs to pay the salary for the greeters instead of increasing the profit.
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