Nike vs Reebok vs Puma and the essence of Customer Service

The following is an account that took place in Gurgaon, between 3 and 4 pm on Friday, the 22nd of February 2008. All characters and brands mentioned are real. If you are mentioned negatively in this post and are offended by it, too bad – I recommend you get your act together! 

Last Friday, I decided to buy myself a new pair of… well, sports shoes. I paused here because anyone who has gone to a Nike, Reebok or Adidas showroom in the last decade or so would realise it’s no longer about just ‘sports shoes’. The choice is mind-boggling – you not only have specific shoes for specific sports, you also have specific shoes for walking, running, training, loafing, goofing… well I am just kidding about the last one, but you get the point!

Anyway, coming back to ‘Customer Service’, I visited the MGF Metropolitan Mall in Gurgaon, where I knew there was an Adidas showroom. My first choice was Adidas, because I’d already seen and liked a pair of simple and retro-stylish Adidas canvas shoes in another multi-brand outlet – but they didn’t have my size. Well, neither did the large Adidas showroom in the above Mall have my size. So I decided to check out the other brand outlets in the same Mall.

Here’s what I discovered:

>> Adidas: A beautifully done up, large showroom with great stuff on display. The store was empty, and a smart sales guy in Adidas sweatshirt, track pants and shoes was by my side in an instant. Not having my size in that particular shoe, he suggested some others. But nothing caught my fancy, so out I went.

Adidas Range: Good | Adidas Service: Good

>> Planet Sports: They had the shoe, but not in my size. Didn’t bother to show me, or suggest anything else.

Plant Sports Range: Decent | Planet Sports Service: Bored

>> Reebok: I visit this place often, because they stock shoes my kids need for their school. This outlet is always busy, but it’s common to see sales guys chatting with each other, rather than attend customers. The guy behind the cash counter is always on the phone, and gives unhelpful, unfriendly mono-syllable answers. I see nothing I like, no one bothers to show me anything. They live up to their tagline of one time (or is it current?) U B U!

Rbk Range: Wide | Rbk Service: Arrogant

>> Puma: Even though they’re not in any uniform, it’s easy to spot the staff of this showroom – just look for the people who are clearly avoiding you! Come to think of it, this showroom on the first floor of the Mall always reminds me of the old nationalised banks in India – none of the staff give a damn about customers, and are involved in their own little conversations and inane gossip. Besides, the display and range of shoes is no more exciting than the abovementioned epitome of shoddiness.

As I walked in, it was obvious that the 3 sales guys were more interested in some story the 1 sales girl was telling them, than the lone customer that walked into their shop. After about 5 minutes I pointedly asked for someone to attend to me, then the guy who seemed to be incharge indicated to one of his minions to “dekh kya chahta hai…”

Me: Do you have this shoe in size 8?
Salesperson 1: Rs. 1500 – it’s on 50% discount
Me: but do you have it in size 8?
Salesperson: we also have in Rs 1200, but this is Indian…

The guy reminded me of the male dancer of the group Boney M – who did his own idiotic convoluted and convulsive dancing – irrespective of the music being made out at that time. None of his answers had anything to do with my questions!

Then I did find a shoe I liked, but turned out the only piece for sale was the one on display. When I tried them out, it turned out that the right shoe was dusty and the laces yellowed, while the left one from the box inside was white!

When I pointed this out, all 3 sales guys looked at me as if I was crazy – “it’s the display piece, obviously it will be dusty” they pointed out. On further pushing them, they made some noises at cleaning the shoe or something. I asked if they’ll get a new stock soon, and the guy in charge says “no idea when…”

Exasperated, I left and they didn’t even try to stop me, or offer anything else!

Puma Range: Pathetic | Puma Service: Atrocious!

>> Nike: This place had quite a few customers when I walked in. But immediately, I found a smart, smiling guy at my side.

I started with what I thought was a tricky question: I work out on a treadmill… does that mean I need walking, or running shoes?
Salesguy: You should check out our Training shoes
The guy immediately took out two shoes and started explaing how they work, and their advantages. Simultaneously he led me to a seat and checked out my shoe size.
Me: Nice, how much is this?
Salesguy: 7,200
Me (laughing): Hey, I’m not that serious a sports person… I want a cheap shoe!
Salesguy: Oh I see, you want something casual – something comfortable, smart..?

Without once making me feel like a cheap customer, the guy ended up selling me a very smart pair of Nike Air, and a pair of socks as well! He almost sold me a tee-shirt too, but I rushed out before my pocked got a hole in it!

Nike Range: Great! | Nike Service: Excellent

Moral of the Story 1: You can make great products. You can have fancy marketing budgets. You can do brilliant advertising. But if the ground level sales staff is bad, you brand will get a big boot up its backside.

Moral of the Story 2: Training of sales staff has to be a big focus area for companies operating in India. And it has to go beyond putting local yokels in smart clothes and pinning ‘smilies’ on their chests!