Part 1: Every Store Needs More Scotts.
For some time, I’ve observed the use of the expression “shopping experience” and how it has become a superficial, confusing, misused, and worn-out term. Like so many others — Instagrammable space, branding, omnichannel — new buzzwords constantly emerge in our field. The problem is that, when they become trends, they often end up devoid of meaning, hindering a genuine understanding of the relationship between brands and consumers. They’re like foam: they dissipate quickly without leaving anything substantial behind.
I decided to clarify what this term actually refers to and write a series of articles about what consumers truly want. The much-talked-about “experience” is one of the most cited topics in research and among consultants, but few truly define what makes a good shopping experience. Doing the basics — the classic “homework” — is an essential part of that experience. In other words: knowing yourself, your audience, and the market, in addition to having a systemic vision to connect the dots.
In this first article, I’ll show what a successful experience looks like by telling a true story.
Along the Way, There Was a Curtain
Recently, my wife decided to install a curtain in the bedroom. Like 99.9% of consumers, she researched online, chose, and bought it after we confirmed the measurements. Two days later, the product arrived. As a devoted husband, I took on the installation. It was my first time installing a curtain on a drywall wall (for context, I’ve lived in the U.S. for a few years, and some basic procedures here are still new to me. Brazilians know: a good wall is made of brick).
I used the tools I had at home. It didn’t work. Before destroying the wall, I decided to ask for help. Sure, I could have looked up “how to install a curtain on drywall” on YouTube — there are thousands of videos. However, perhaps because I’m a Gen Xer, I chose to visit a home improvement store and search for the right products. It was the wisest decision.
And that’s how I met Scott.
What a twist: The Scott Every Store Needs.
Serving customers the right way requires both technical knowledge and soft skills. Many consumers avoid salespeople at all costs: I’ve seen customers hide behind mannequins and, according to store managers, even pretend to be on the phone just to avoid being approached. That’s why knowing when to offer help is essential — it can be the difference between closing a sale and losing a customer forever.
Scott was exemplary. Smart, discreet, objective, and highly skilled. He gave me space, observed my movements, and only approached the exact moment I hesitated. His first words were direct: “I see you need to fix something on the wall. What exactly would that be?” Surgical. At that moment, he demonstrated the first pillar of a good physical store and why I believe offline retail will never die: people.
Within minutes, he understood my situation, evaluated the options, and presented me with the best alternatives (not the most expensive ones). He didn’t try to push unwanted inventory; instead, he guided me based on my needs. Through his actions, he made it clear that his recommendations were technical and connected to my reality.
On YouTube or in a marketplace, I wouldn’t have had that ad hoc guidance. Scott saved me time and money. As a construction professional, he knew exactly what he was talking about. When he pointed out that the laser measurer I was taking required a 9V battery and not regular AA batteries, it showed real attention and care. In just over five minutes, I felt like the center of attention — valued as a customer.
At the end, as I headed to the checkout, he said: “My name is Scott, and I’ll be here in case something doesn’t go as I instructed.” He closed with a golden touch: personable, confident, committed. That’s the main reason I’ll return to that store. I can buy the product from any competitor, online or offline. But loyalty requires more: it demands knowledge of who the customer is and clarity about who you are as a brand. One sale at a time.
Does anyone doubt this was a great shopping experience?
Why Aren’t There More “Scotts”?
Every store should have professionals like Scott. But why don’t they? The answer is simple: because it’s complex. Building a skilled, motivated, and customer-centered team requires both human and financial investment. Still, those who do it right reap far better results.
Brands recognized for excellent service have much in common: above-average pay, low turnover, and well-structured benefits. You can’t demand without investing first.
When the shopping experience is treated superficially, it distracts business owners who genuinely want to improve their customer relationships but lack the knowledge on how to do so. Creating a people-first culture is a top-down effort. It requires dedication, resilience, and commitment. It’s not short-term — it must be part of the brand’s culture to endure. Difficult, yes, but entirely achievable. Scott is proof of that.
Meanwhile, many still confuse experience with appearances. It’s easy to sell and buy that idea because it demands little. Putting up an LED panel, painting an “Instagrammable wall,” or posting gimmicks on TikTok may look like a memorable experience. But I’m sorry to say: it’s not.
Want your brand to be taken seriously? Then take your customer seriously.
And never underestimate their ability to judge. What a twist!