We visited the Alo store in Leeds on Friday, 14 August at around 5pm with my teenage daughter, and unfortunately the experience was memorable for all the wrong reasons.
From the moment we walked in, several members of staff appeared completely uninterested in helping. There was very much a feeling that you had to actively seek out- almost beg for-someone’s attention. Being looked up and down before anyone decides whether you are worth assisting is certainly an interesting interpretation of customer service.
My daughter selected several items to try on, including trousers that were too short. While she was in the fitting room, we asked a sales assistant whether the same trousers were available in a longer length. Her manner was noticeably dismissive, although she said she would check.(For identification, the sales assistant I’m referring to was approximately 170–175 cm tall, with medium-brown hair tied back in a high ponytail, a very deep tan, and was wearing a black Alo sports bra/cropped top. She was quite distinctive in appearance, so I’m sure the store management will know who I mean.)
Another member of staff eventually brought two pairs in different lengths and left them to one side. And then… nothing.
We waited for approximately 15-20 minutes, with my daughter still standing in the fitting room, while the original assistant seemed to completely forget we existed. During that time she was on the shop floor, talking to colleagues and attending to other customers - doing almost everything except coming back to the customer she had already been assisting.
Thankfully, another assistant -a very pleasant, natural-looking young woman wearing her hair in two ponytails- noticed what was happening and stepped in. She was genuinely helpful and probably saved us from simply putting everything back and walking out. She deserves credit because her attitude was completely different.
We ultimately spent around £500, yet somehow left feeling as though we had wandered into an exclusive Parisian couture boutique where customers first have to prove they are worthy of being served.
The experience at the till was equally strange. Three members of staff were standing there, including the assistant from earlier, enthusiastically discussing a gentleman who had apparently just spent close to £2,000. The conversation had a rather Gossip Girl behind the till quality to it, while the actual customers standing in front of them seemed almost secondary.
Perhaps the level of attention depends on how much someone is spending- I sincerely hope not. Either way, spending £500 in a shop and still feeling like an inconvenience is quite an achievement!
Alo positions itself as a premium brand and charges premium prices. There is absolutely nothing wrong with that, but premium pricing should come with at least basic courtesy, attentiveness and professional customer service. Customers should not have to chase staff around the shop for the privilege of purchasing their products.
disappointing experience. The one helpful assistant was the exception and deserves recognition; unfortunately, the overall service fell far below what I would expect from a store at this price point.