Retail stresses customer service
by Lora M. Tucker, Outpost staff
Charles
Snow
"Got a question? Talk to Charles."
OCCUPATION: Shoe salesman
RENO RESIDENT SINCE: 1979
This is a common statement made by the sales associates at the women's shoe department of Macy's, Reno.
Charles Snow, a veteran of the retail trade, proves to be an infinite well of knowledge when it comes to almost any subject, but particularly shoes and the retail business. His coworkers realize this. His extensive product knowledge and dedication to customers make his day at work composed of two things: problem-solving and merchandising.
Having worked in retail for 22 years, Snow says the inherent contact with people keeps him interested. His passion for the business originated in college as a means to earn extra money while acquiring his bachelor's and master's in English literature.
Before moving to Nevada in 1979, Snow worked for a camera store in Wyoming for two years. Upon his arrival in Nevada, Snow began working for Liberty House, a struggling retail chain later bought by Macy's in an attempt to gain a foothold in the Reno market.
He says the retail business has been changing. It is moving toward mergers and corporations that tend to squeeze out the smaller mom-and-pop operations.
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The stock room of the women's shoe department is
the place Snow frequents and is familiar with. |
Other benefits smaller retail stores can provide include their ability to react to changes in the marketplace and their cohesiveness with the community, he said.
He says service also has changed slightly since his career began. Providing for the customers' needs has received much less priority with the swarm of large retail outlets. Retailers are less interested in truly educating the consumer about their products.
On that note, Snow says he thinks maybe the customers also have changed.
"Does the public really want to be educated [about products]?" Snow asks.
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Bookstore owners |
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Posted Dec. 16,
1999
Copyright 1999, Nevada Outpost
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