Attracting customers to boutiques in downtown Athens, Georgia, is highly dependent on the boutique’s ability to attract customer attention and provide positive shopping experiences to retain them, according to an informal poll recently conducted by University of Georgia students currently enrolled in Journalism 3190.
The majority of the dozen individuals interviewed stated that they began shopping at their preferred boutiques because the displays caught their attention.
Savannah Guethner, a sophomore at the University of Georgia, said she found her favorite store, Community, while “just walking around.” She said that the display caught her eye by showcasing unique items as well as advertising local fashion designers.
While the initial attraction of customers to a boutique relies on the displays, keeping customers requires customer service. Interviewees rated their favorite stores’ customer service around an average of 9.14 out of 10. Many highlighted the importance of customer service in their shopping experience.
“They greeted me as soon as I walked in the door,” said Julie Walker, 45. The staff in her preferred store “explained how everything was in the store.”
A polite and friendly greeter was a notable quality many mentioned during their interviews.
“They are super helpful, but not overly annoying,” said Ivey Thompson, a third year student at UGA, when asked why she rated Cheeky Peach a nine out of 10 for customer service. “They’ll show you things you might like or what to pair together or stuff in your price range.”
Cheeky Peach on Twitter: “Check out our denim collection and see how CP wears denim!Shop the collection here: https://t.co/OIGoTJaQ4F pic.twitter.com/rHlHeGapIo / Twitter”
Check out our denim collection and see how CP wears denim!Shop the collection here: https://t.co/OIGoTJaQ4F pic.twitter.com/rHlHeGapIo
When asked about if they believed stereotypes existed about boutiques and whether or not their shopping experiences supported these claims, almost every interviewee mentioned pricing.
Boutiques tend to offer better customer service and be more expensive, said Thompson, who added, “In Athens I feel like the stereotypes are matched.” That view was shared by Ashton Morrison. “Some of them are a little overpriced, always have been in my opinion,” said Morrison, a University of Georgia graduate who now works in a nearby town.
For others, pricing was less of an issue because of the type of products the stores carried.
“The prices are a bit more than I would like,” said Guethner, but explained that the handmade and detailed work of products in her favorite boutique made the prices worth it.
Many of the graduate students or non-students said that some stores catered to younger individuals.
“Some of them are a little sorority-ish,” said Morrison.
“A lot of the boutiques I don’t go into because I see them as being for younger students,” said Gabrielle Fuentes, a graduate student.