CHICOS WHEN A GOOD STORE GOES BAD....

CHICOS...when a good store goes bad....by Joyce Schwarz, blogging at Hollywood2020.blogs.com....I used to love Chicos...

from the first time I saw their ads on television (Blogger note -- I would link you to a Chico's commercial but I can't find any online!! They are probably best known now for their theme "IT"S A CHICO's KIND OF DAY" that never seems to change year after year for some reason...and according to bloggers on Yelp.com etc is driving some listeners/TV watchers NUTZ....but when the commercials started they were kind of kewl..shot on locations like Sedona Arizona ---like their catalog they had a kind of grown-up Shampoo commercial kind of look....and they even featured a woman over age 30!. Finally I belonged in the target audience for something kind of kewl...

Full disclosure -- THIS BLOGGER KNOWS RETAIL.....Joyce Schwarz blogging at Hollywood2020.blogs.com has a strong record in the retail arena herself. She's opened at least a half dozen shopping centersin California and Hawaii, once turned all of New York into Hawaii includingBloomingdales....and has handled print, electronic and online advertising fordozens of retailers from emusic.com in 1995...and beyond....

She has opened stores on Rodeo Drive and has promoted boutiques.

A Chico's Kind of Day....

BUT That was -- long before they came to my geographic area in Marina Del Rey, CA...

long before I had ever stepped into a store...here was a chain that seemed to know fashion for the over 30 female crowd....and once I did step into the store...I was pleasantly surprised...the merchandise seemed to change every few days -- right FEW DAYS....a limited edition....and guess what the resale price was on eBAY -- one of the judge's of the marketplace's recognition of value -- resale on eBay was high...

SHOPPING ONLINE WITH CHICOS..

Sure they may be a bit short on national marketing other than TV commercials regionally --but their catalogs are awesome and their incentives are smart. After you spend $500 you get to be part of their PASSPORT CLUB...and you get special invites and you get $10 gift certificate on your birthday (or just before) AND you get monthly coupons in the catalog that range from $25 to $50 and maybe I even saw a $100 once??

BUT FOR PASSPORT MEMBERS online shopping can be a pain --

I tried to shop online for the first time a few months ago...

but alas they won't acknowledge that I'm a Passport member...

that means no coupons/discounts ...until after I buy something online..that means I pay ordinary prices and then I guess they will reimburse me....hmmm that's not the Chico's way...

You would think as a PASSPORT CLUB member I'd even have a special website entrance or they might have a special website for Passport Club members...the customer service person thought that was such a good idea that I should tell their marketing person...whoever that is....??

STORE PARTIES....like many retailers -- Chico's has started promoting in-store parties...invite your garden club, your PTA group etc..

of course I just overheard a manager in person say not now -- after January-- they're too busy now ....(so why did you start promoting this in the fall...if you're too busy??)

RETURNS -- THE SKY IS FALLING ...a customer wants to make a return.....

BUT even though I've probably purchased yes, I admit it, thousands of dollars of merchandise at Chicos...and because I'm a public speaker I've even endorsed them in person...that was until tonight....I made a horrible, horrible error -- I tried to return a handbag to Chico's.  The Chico's in Marina Del Rey is small -- I used to say "my store" but can't say that anymore....

it went from being ignored when I said I had a return to the manager denying she was the manager...

to the sales person I bought $500 in merchandise finally agreeing I might be a customer...hmm when she saw me by the cashier minutes ago she was friendly because she must have thought I went to another service person.... and yes I finally did get upset...wouldn't you...never did I get an I'm sorry...

an ordinary return...turned this faithful customer totally off on this store.

no wonder there's fast turnover at the stores...no wonder that I a customer know their merchandise and catalog better than them. I told the gal at the desk that the bag was in the last catalog-- she seemed not to know what I was referring to?? Doesn't anyone there read their catalog...the bag was featured in November....and here I am returning it in early December....

Often in the past I'm in there the day the catalog arrives-- several times the sales people have asked me if I would GIVE THEM MY CATALOG...give them my catalog no way....I AM THE CUSTOMER Because their catalogs have not arrived..or maybe Chicos doesn't send a catalog to their stores???

.....marketing take note -- send catalogs to your stores!

LUCKILY I GOT A GOOD CUSTOMER REP online--after returning from the

store...hmm will that word "store" even exist 20 years from now or will Chico's?

I went back home...took my handbag with me...called Customer Service....via phone.. she could not have been nicer....but even she did say that they are a fast growing company....no excuse...

IS IT ANY WONDER CHICO's STOCK HAS FALLEN 50 percent in the past year? Keeping an Eye on Chico's [Fool.com: Motley Fool Take] November 29 ...

A tough 2006 at Chico's continues. ... Chico's stock has lost major ground this year -- it's down nearly 50% in the last 12 months. Then again, the retailer ... www.fool.com/news/mft/2006/mft06112919.htm - 35k - Cached - PS -- the Chico's store in Marina Del Rey looked a mess.... aisles were blocked.. .merchandise was hung sloppily ....and the attitude... well.. if the past is any predictor of the future those sales people won't be there for long.... since that store has opened, I don't think they have one salesperson stay more than 3 months.... that nice blond lady...who always said hello GONE... And forget the lady I bought $500 from last month... too many customers I guess she can't be bothered remembering one who comes in almost every week...well, there's always ROSS or eBAY.... As the Motley Fool columnist says: Some have blamed the recent fall in Chico's stock price on management becoming spread too thin to run and grow these businesses,and neglecting merchandising at its namesake Chico's stores. Hmm what about personnel too!!! (blogger note) LET'S HOPE YOU NEVER HAVE THE CHICO'S KIND OF DAY TREATMENT I GOT TONIGHT.... UPDATE December 18, 2006...and yes after calling customer service and spilling out our story and our heart we did hear from the regional supervisor for Chicos So.Cal. very top pro. And in fact the EVP we called at corporate even called us back twice...a sales associate at Chicos Marina Del Rey competently handled our return the next day and even gave us some goodies to discount future purchases and in return we were glad to drop $37.50 back into the Chicos coffers....BUT WHY OH WHY MUST IT TAKE THIS KIND OF COMPLAINING TO GET GOOD Service...hopefully our complaints will help avoid this experience for someone else and Chico's stock and same store sales won't drop 50 percent like the stock did in the past year in 2007! Thanks for their assistance and thanks for reading our rants & raves!