Bring Back the Retail Store Greeter. It Was an Invaluable Guest Experience Role.

Greeters can change the way customers feel about a retailer for the better.

Hi there, welcome in! Those few words, said by a pair of very enthusiastic women organizing products by the door, instantly set a positive tone for my shopping experience. I was no longer just poking my head in to take a quick look around before ducking out. I felt encouraged to hang around and browse, to look at the new decor that the employees had been fawning over.

But creating that welcoming atmosphere has been shown less priority in recent years. Walmart got the attention of the media in 2019 when they originally began phasing out the greeter role, and many retailers were expected to follow suit.

However, as consumers make more and more of their purchases online, creating a great experience in-store is even more important. Having greeters available to welcome in and assist customers will encourage them to shop again.

People are behind positive experiences

Sure, we can talk about positive online shopping experiences, like an easy to navigate website. But customers truly have a positive shopping experience when there are people involved. We are social creatures that want to make connections, and that’s why emphasizing in-store interactions is so important.

While people report preferring online shopping for the convenience, it doesn’t align with the reality of online versus in person sales numbers. Online retail giants like Amazon aside, consumers generally would rather shop in person before ordering from a brand or seller they’re not familiar with.

Real-life customer service should not be abandoned, even for stores with an online counterpart.

In fact, customer service is an advantage that brick-and-mortar locations will always hold over online shopping. Chat boxes are hardly a replacement for having a person nearby to assist and make customers feel welcome.

The greeter is a key element in all of this. They can provide all the services that put a store on top of a website: getting to know the customer, finding a specific product or recommending something similar, problem resolution, and the list goes on.

And of course, creating a positive experience reaps all sorts of benefits.

Being greeted at the door adds to a good first impression. Customers feel more comfortable and feel better about spending their money. All this breeds loyalty, and customers will be more likely to make more purchases in the future – even if it is online.

Everyone benefits from the greeter role

Having a greeter in the store has hidden benefits that go beyond encouraging repeat customers.

Greeters can become an important liaison between the store and the community, like a waiter that always remembers your order. They’re a familiar face that gives customers another reason to visit the store.

A big reason for the backlash after Walmart moved to dissolve their greeter role was the step backwards for disabled workers. The role was perfect for many with medical disabilities and the elderly who aren’t able to perform other job functions.

Bringing it back would mean job openings for unemployed disabled people looking for work. It makes a world of difference for the individual, and the community will see it and be thankful, too. People want to support a business that supports their community.

Greeters can also help lower the risk of shoplifting. Checking the receipt of every person trying to pass through the door can take away from the greeter’s ability to be attentive to everyone, and it can make them appear less friendly, too. But this isn’t the only way to reduce theft.

Simply having an employee demonstrating premier customer service can deter thieves. It may not stop everyone, but having to walk by a mindful employee on the way out can make potential thieves too nervous to try anything.

In all, the role of the greeter is to improve the shopping experience. Displaying qualities like approachability, kindness, and patience will keep customers coming back.

In a time where everything is shifting online, the human element is often forgotten. Now more than ever, prioritizing connection in the shopping experience will put retailers ahead of competitors.

As the first person a customer sees, the greeter becomes the face of the store. And what quality is better to encourage business than the best customer service?