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Saving Abercrombie
The American Customer Satisfaction Index (ACSI) dealt Abercrombie & Fitch some bad news last week. According to its 2015 Retail Report, based on data collected from more than 9,000 consumers in Q4 2015, the once-hip apparel retailer scored a 65—the lowest score in the entirety of the retail sector. That’s a point lower than Walmart, and almost 10 points below the entire industry’s overall average score of 74.8. A&F fell a full seven points behind the next-lowest scoring specialty retailer in the study.
Abercrombie’s fall from customer grace is particularly striking for a couple of reasons. The company has put a lot of cash and sweat equity behind an effort to transform its brand in the post- Mike Jeffries era (Jeffries served as CEO until late 2014). Gone are the half-naked teenage greeters, made official in a well-received November 2015 announcement that sent the retailer’s stock soaring 25%. Around the same time, A&F also responded to customer sentiment with public announcements of a less-restrictive associate dress code, less obnoxious (and quieter) music, and a promise to cut back on the copious amounts of cologne used to remind shoppers six-stores over that they were in Abercrombie territory.
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Source: http://mobilemarketingandtechnology.com/2016/02/26/saving-abercrombie/
