What women want in a relationship (with retail salespeople)

Abstract

The purpose of our study was to examine what women shoppers seek in establishing relationships with sales associates and stores. Based on 70+ personal interviews in 4 countries, we found that women seek a variety of relationship types. It is incumbent upon the retailer and sales associates to assess each customer and determine the level and type of interaction each customer is seeking. &quot;One size does not fit all&quot; when it comes to forging relationships with customers.<br /