One of my co-workers is expecting a baby girl. In honor of the parents, the Mother of the soon-to-be-Mama invited us all to attend a baby shower.
So, I looked at the registry and ordered a few items to be shipped directly to my co-worker’s house. Because I didn’t want to arrive to the shower empty-handed, I also decided to venture to a Baby Gap on 5th and 17th in NYC.
I opened the front door, stepped inside, and there wasn’t a soul in sight. I looked and looked and finally found a sales person to direct me to the baby section.
I went downstairs and, yet again, there was no one there. Only after walking around in circles did I finally find the newborn section.
The Problem: Even when I finally got to the right section it was, quite frankly, a disaster!! First of all, why the hell is everything categorized boy/girl? It made me think that the Gap designers and marketers are still stuck in the 90’s. Have they never heard of the term “gender neutral”? Seriously, everything was either pink, blue, or decorated with rockets, stars, ballerinas, or hearts. Ugh…I would never dress my child in this!
After going through a rather frustrating curation of baby items, I found 3 outfits that I thought could work but they all had stripes. Oh dear, I hope I didn’t buy outfits that will make everyone dizzy!
I’m not even going to describe paying for my gifts, which was an entirely different and yet equally frustrating experience that I’ll address another time.
The Fix: Clean up your stores! For instance:
– Have a sales clerk on each floor
– Fold the clothes so they’re not randomly stacked in disorganized piles
– Attend to your customers—they might have questions!
– Minimize the checkout waiting line. This is probably where most retailers lose their customers.
Just FYI, I had to wait 20 minutes in line as there was only one checkout clerk available and the line kept getting longer and longer. During that time, 2 customers gave up and left.
The Gap’s management is clearly stuck on the 90’s and isn’t up to speed with reality. I recommend shaking everything up and hiring new blood.
Look at other stores who get it right, like Bonobos, and use them as your role model!