Playing with the Big Boys

Why should we pay attention to non-HME retailers? Can selling clothing or electronics or refrigerators be anything like our products? Absolutely!

Retailers in other markets have to do exactly what we do. They need to build a specific brand, let people know they offer distinct products and services, get shoppers into the store, make the experience worth the shopper's time and engage the shopper to come back.

That's no different than what every HME retailer faces. So make it easier on yourself. Learn from those who have spent the money to try the latest retailing and merchandising techniques.

Men's Wearhouse

So what can we learn from some of this country's most successful retailers?

Men's Wearhouse is at the top of my list. The chain's tag is personal and memorable: “We stand behind every purchase you make with us. We guarantee it.” You would think CEO George Zimmer is standing in your living room personally making this commitment to you.

Their brand and promise — “You're going to like the way you look” — is consistently used everywhere and incorporated in every media form (print, radio, TV, web, email, etc.). And they deliver on this promise in the store through service, product quality, pricing, promotions and follow-up. Customer testimonials are effectively used to demonstrate delivery on the brand promise.

Let's face it: This chain is just selling clothing. But since its founding in 1973, Men's Wearhouse has grown into one of North America's largest specialty retailers of men's apparel. The chain differentiates itself with “wardrobe consultants,” and these salespeople are expert at “companion selling.”

Clean, uncluttered, waist-high tables allow consultants to show products “working” together. There is adequate space for presentation. For impact, store windows use floor-to-ceiling signs made of mesh to enable light to come through. Displays are straightforward and attractive. Signs make statements.

Every consultant attends “Suit High” training that includes mock scenarios and role-playing to understand the customer, how to present and how to suggestion-sell. There is shadow training on the floor, too. To anyone who has shopped at Men's Wearhouse, have you ever walked out with just one item?

But Men's Wearhouse doesn't leave it to chance: The environment to purchase clothing for men is critical.