My editorial last week raised a furore of comments online. Most of them contained complaints towards the outlets, for the substandard treatment received on several occasions.
However, hardly anyone answered my question directly: 'What is the kind of service you expect in a watch shop, but do not always receive?' Because while it is obvious that you don't want to be treated badly, not recognised, not greeted with courtesy, what would be interesting to understand is what kind of attentions make an enthusiast happy.
I'll try to throw out some wishes I've heard in the past, such as: the willingness of salespeople to show and tell you about the different models on display, even if the one you were looking for is not available; inclusion on a mailing list so that you can be kept up to date with the shop's news, even if you didn't buy during your visit; receiving a small gadget or catalogue as a gift; the offer of a free water-resistance check for the watch you wear on your wrist...
I believe that even a couple of these attentions would be useful to make the enthusiast come back to the shop, make him feel welcome, and entice him to make a purchase, albeit a different one than previously planned. Many outlets, in fact, offer these services.
We are living in a time of product scarcity, when it is essential to bring potential customers closer to brands or models that are not yet in their imagination. An enthusiast is a special person whose opinion carries more weight than that of an ordinary customer passing through a watch shop. He must be recognised and served carefully by qualified personnel. Woe betide him!
Dody Giussani
