Myer concession outlet staff ordered to serve all customers

IT’S one of the most frustrating parts of shopping at a department store: being told a shop assistant only works for a concession brand. But this pet peeve will soon be a thing of the past at Myer.

MYER has instructed staff at its “store-within-a-store” concession outlets to serve customers across the department store chain’s entire range as it pushes to address a key customer complaint.

The group’s stores and experience executive general manager, Tony Sutton, has told staff working in concession outlets to drop the “I don’t work at Myer attitude” and ­assist customers who are ­inquiring about products outside the concession’s range.

His order was delivered this month in a letter — seen by Business Daily on Tuesday — to “valued brand partners”. It aims to address a key frustration among shoppers at Myer: being told a shop ­assistant only works for a ­concession brand.

“It has been previously communicated that an ‘I don’t work for Myer’ attitude, where brand partner team members refuse to assist customers in Myer stores is unacceptable,” the letter from Mr Sutton states.

MYER SHUFFLES STAFF AND WILL CUT JOBS

MYER’S BID TO WOO BACK CUSTOMERS AFTER BIG LOSS

MYER TO SHUT MORE STORES AMID SALES CHILL

MYER SENT PACKING FROM ASX 200

Workers in Myer stores have been told to serve all customers. Picture: Stuart McEvoy

“Unfortunately, feedback indicates that customers continue to experience this poor level of service.

“We must fix this and, going forward, Myer will be actively focused on ensuring all brand partners and brand partner team members are committed to delivering a wonderful customer experience for all customers in Myer stores.

“We expect Myer and brand partner team members to work in partnership in store, operating as one team.”

In the letter, Mr Sutton said failure by concession brand staff to adhere to the policy “will be viewed seriously and may result in Myer requiring that you do not return the ­relevant team member to work at Myer”.

He said he was sending out the letter after conducting a survey of almost 500,000 customers and 340 staff about what the retailer’s priorities should be. The instructions may spark a backlash from concession brands unhappy with their staff helping to sell the products of rivals.

Concession outlets such as Mecca, Country Road and Sunglass Hut rent space within Myer stores and pay the staff working there.

Mr Sutton told Business Daily the policy was not new and he did not expect any push-back from concession brand partners.

Myer stores and experience executive general manager Tony Sutton in the Bourke St store on Tuesday. Picture: Stuart McEvoy

“We are just reiterating from our brand partners that when a customer shops in our stores, they expect a consistent level of service from all team members,” he said.

“They (customers) don’t distinguish who is a brand partner and who isn’t. It’s no different to our brand partners helping all customers as it is to Myer helping brand partner customers. We see it as a partnership and one team.”

Myer and David Jones on Tuesday both launched their mid-year stocktake sales, which are traditionally the second busiest sales events of the year.

“It’s a very important trading period for us and we are seeing customers coming into stores,” Mr Sutton said.

“The weather is starting to turn cooler so it’s a good opportunity for customers to take advantage and get all their winter product.”

The launch of the stocktake sales by the nation’s two key department store chains came as online retail behemoth eBay announced a new membership delivery service for internet shoppers.

The offer, to be known as eBay Plus, will give shoppers unlimited deliveries and returns on new items bought from thousands of Australian retailers for an annual $49 fee.

The new service will be active from mid-June.

[e-mail]