If only the executives at Hudson’s Bay Company (comparable to Macy’s in the United States) had listened to me or read my blogs over the years, perhaps their ship wouldn’t be sinking right now. For years I’ve been trying to get them to listen to their customers (like me!) and make some adjustments to their inventory and customer service. But would they listen? Nooo! Consequently, they’re reducing the number of stores from more than eighty across Canada to a mere six.

Eaton’s tried something similar thirty years ago. They decided to simultaneously upscale their merchandise to compete with Holt Renfrew just as the nearly-decade-long recession of the nineties hit consumers. Brilliant thinking! Even though Hudson’s Bay has been American-owned for many years now I’ve always been a reluctant fan. In fact, I’m still a fan of department stores in general and hate to see any business die, especially one with such a remarkable history in Canada.

Here are just a few of the suggestions I made that they decided to ignore:

1. Do a better job of editing inventory. Get rid of all those dowdy duds no one wants and narrow down your inventory to stuff people actually like. Maybe fire the old buyers and hire new ones.
2. Further to #1 above, take some of the money saved on reducing boring inventory and put it towards hiring more sales staff. I once stood on the second floor of the Hudson’s Bay Store in Square One in Mississauga and yelled “Is anyone working here?” Ironically I was looking to buy the new hardcover book on the history of The Hudson’s Bay company. Not only could I not find the book, but I couldn’t find a single sales associate on the entire floor. The manager heard my call and responded but it didn’t seem to affect the way they do business.
3. I offered my services as a customer consultant after experiencing a number of dreadful customer service issues at checkout. They didn’t even answer my letter.
4. Make the checkout desks more visible. Too many times I’ve found myself wandering around trying to find somewhere and someone to pay for my purchases.
5. Pay sales staff a reasonable wage—enough that they might actually feel valued and enjoy what they’re doing instead of feeling resentful and exhausted.

About fifty-five years ago (yes, I’m am that old!) I worked for Eaton’s in the cosmetics department at their posh College Street store. If you’ve ever watched the British comedy from the seventies “Are You Being Served?”, then, you’ll get a picture of exactly what that experience was like—priceless.  That was around the time department stores were starting to decline. Those of us who remember their glory days recall the various departments (hence, department store) selling everything ranging from lamps and picture frames, sewing fabrics and notions, bakeries, furniture, fashion and toys, to pharmacy and fine art.

It’s unfortunate that the old department stores like Simpson’s and Eatons couldn’t adapt to change, particularly as they already had the beginnings of an infrastructure started for what eventually became online shopping. It looks like the fusty old department store’s thinking carried on into the new millennium as Hudson’s Bay execs and bean counters ignored retail customer wants and needs in favour of keeping their eye on the real estate side of the business instead. It became all about the investment value. It’s as if they put the company’s business on auto-pilot and ignored the customer. As a result, department stores are dying.

I’m going to miss my old stops. While I am a devoted fan of online shopping, there’s nothing quite like browsing a brick-and-mortar store to touch and try on the goods. I could always count on the good old Bay to have a vast selection of lingerie and underwear that didn’t look like it was designed for a brothel or anorexic teenager. Their cosmetics departments were fun, well-stocked, and regularly offered me free “gift with purchase” goodies. While they gradually chipped away at sales staff and ignored customer needs and wants, I continued to visit their stores, usually buying something I had no intention of purchasing when I entered the store.

The ultimate betrayal was their completely ignoring me — the customer. If you share my sadness about the demise of Hudson’s Bay Company, you’ll enjoy reading my pleas in BoomerBroadcast over the years to make some changes. I tried to tell them! For your further reading pleasure, check out my earlier blog postings:

The Hudson’s Bay Company Welcomes New CEO and This Shopper Couldn’t Be Happier

Top 10 Suggestions For Hudson’s Bay To Survive

Hello Saks, Goodbye Bay

How To Improve Sales At Hudson’s Bay