Even a comment like that reflects a problem. Again, my reference point is hardware. You don't make your money on the nuts and bolts and screws but you must be just as happy selling them and helping a customer. I just watch the various themes Ace has had over the years and it's become more than just words, instilled in most, although definitely not all. However, it's enough that they've gotten JD Power's top award 14 out of 15 years. Last year they were #1 in Staff and Service; In-store Experience; Online Experience; and Merchandise. In my previous life I did turn some businesses around and I only knew one way to do it, customer service. Couldn't do it on price, couldn't do it by cutting expenses, the only way I know is through service. Ace is "The Helpful Place." It was "The Helpful Hardware Place." Jingle is “Ace is the place with the helpful hardware folks.” Before that it was "Helpful Hardware Man." While the change from Man might be perceived as social, it's actually much more and West should do the same, be inviting to female employees and customers. In Hardware, Paint is a huge area and who makes decisions on paint colors? What about gardening?
Store employees shouldn't even be concerned with profit by item, their job it to help and sell to you. Much higher the products to carry and pricing and mix is made, but if it's in there, they should enthusiastically sell it. I just mark it down as a disgruntled employee who didn't like the effort it takes to handle electronics. Employees making such statements really reflects how deep their problems run.
If L Catterton wanted to turn West around with the purchase, they need to make a statement that is so strong and powerful no one can miss it. It must hit you in the face. New look, new merchandising, new employees, new approach. It cannot be a small tweak. If a year from now, you don't have people posting on TF about the changes they've seen, then you have failed and it will continue to muddle along like it's been.
I think of two major retailers going through transformations today. Bed, Bath and Beyond has changed dramatically. I don't personally like the changes, but they are unmistakable. JC Penney is a bit behind, but their changes are and will be dramatic too. I believe theirs will save and change the view of the company. Target continues to be a champion, always upgrading, always adding, always differentiating from Walmart and others. You can't remain stagnant.
I've seen no signs from West Marine so far and the clock keeps ticking.