Survival of the Department Store

In James Flanigan’s Aug. 16 front-page article, “Can the Department Store Survive?” he reports that one industry veteran says, “They must get back to the ancient art of merchandising.”

If the department stores want to lure back their lost customers, they should start by correcting one glaring shopping problem common in the last few decades.

In a Kmart, Marshall’s, etc., the wise shopper knows there will be no helpful clerks or anyone who could answer a simple question like, “Do you have this dress in a size 10?” But they also know that, supermarket-style, you pay for your purchases at the front check stand.

In too many department stores, where you also do your own unguided shopping, you then hunt for the elusive fitting rooms, choose your purchases and start the long hunt for someone to actually sell you the stuff! Cashiers are few and far apart, many cash registers are unmanned. If you do stumble onto an actual cashier, she is probably annoyed that you are breaking into her long, obviously personal phone call. No wonder there is a shoplifting problem. No wonder there aren’t many customers.

I don’t want to cry “gender discrimination,” but men’s departments are usually well-staffed by knowledgeable clerks, and cashiers are present and available. Men, wisely, won’t tolerate this shoddy treatment.

Nordstrom is the shining example of good service, but their upscale merchandise (with commensurate prices) might not suit everyone.

The “veteran” says to concentrate on the “ancient” art of merchandising. Why not just start with decent service?

LOUISE HAUTER

La Canada