I drove about 35 minutes to visit this store because I wanted to do something nice for myself. I came in planning to spend between $300 and $400 on workout clothes. The store was beautifully laid out, and there were about four associates working when I arrived.
As I walked around selecting items, I realized that not a single associate greeted me, asked if I needed a basket, or offered to help me. Everyone seemed to look at me, then continue their conversations with one another. They talked about the service being fixed, personalized orders, and each other’s schedules, but no one acknowledged that I was even there.
As a Black woman, experiences like this are unfortunately familiar. Too often, I either feel watched closely or completely ignored. Yesterday, I felt invisible.
Because of the lack of basic customer service, I decided not to make the purchase I had planned. Instead of spending several hundred dollars, I spent less than $30 and will purchase the rest of what I wanted online. I would rather support a business that makes all customers feel welcome.
I’m sharing this because I don’t want another African American customer to make the drive expecting a positive shopping experience only to feel unseen. Whether intentional or not, the lack of acknowledgment was embarrassing and disappointing.
I hope management takes this feedback seriously and trains associates to greet every customer, offer assistance, and provide the same level of service to everyone who walks through the door. A simple “Hello” or “Can I help you find anything?” goes a long way in making people feel valued. I’m going to make a video on my experience because public shame might help. aerie do a better job not hiring racist people to work in your stores.