FAMILY blog
I In Store for Back to School
’ve had a brick-and-mortar store rebirth. With back-
buying what fits, is the right color, right price and performs
to-school time nearly here (see our Back-to-School
the job. According to Vend’s Retail Trends and Predictions
Guide on pg. 30), like everyone, I planned to do most
2017, “2017 will favor retailers who come up with smart,
of my back-to-school shopping online. That plan has
bold ways to personalize and elevate every aspect of the
changed. I’m venturing into stores.

It first happened earlier this year, when my son needed
shopping experience.” I’d say they’re off to a good start.

When I do my back-to-school shopping, some will be
a new tennis racket. I went to a local shop, and had a
done online—you can’t beat the prices and convenience.

wonderful experience learning lots about tennis rackets
But, I will also go out and experience some good customer
from the store’s owner. A few months later, I needed
service. clothes and went to a large retailer. I was given one-on-one
customer service with much needed style advice (solicited
by me), which exceeded all my expectations. When I
needed a mattress topper, I made sure to go back to that
store because of their excellent service. I was hooked. From
computer parts to shoes, I’ve started relying less on online
shopping. The brick-and-mortar stores have definitely stepped
And when you do your back-to-school shopping, don’t
scoff and forgo actually going into stores. I’ve tested it: The
water’s fine—plus its fun!
Besides our Back-to-School Guide, this issue features
the inaugural Teachers of the Year winners. Our readers
nominated then voted for local teachers during the spring
and summer. While it would be great to feature all of
the area’s teachers, this is just a snapshot of the talent we
up their game. Customer service was a dying art, and
have in the DMV. As parents, we are so very lucky. Our
many stores seem to be bringing it back. Over these past
children benefit and thrive under their instruction. But, I’m
few years, I can tell that they’ve invested in hiring and
not quite ready for my child to start spending time in the
training sales people to not only be available, but to answer
classroom—just a little more summer, please.

questions, help and be proactive in anticipating what you
want and need. Showing this level of customer service is
paying off; at least with this transformed shopper. Personal
service is something online shopping can’t replicate.

Brick-and-mortar stores have a lot to overcome to remain
And it’s not just me: I don’t think kids are quite ready
for the start of school either. Except for the excitement of
getting new back-to-school kicks…hopefully purchased in
store. competitive with online retailers, but this detail could bring
the customer back.

I read a little about retail trends and a lot of it is about
the technology of how to make shopping quicker, easier,
cheaper. But what about the fun or tactile experience of
in-person shopping? And what about the convenience of
not having to return stuff (or forgetting to) when you order
online because it’s not quite right? I think I’ve saved some
money with my new in-store shopping philosophy by only
6 August 2017 washingtonFAMILY.com
Sylvia Witaschek
Associate Publisher
Washington FAMILY Magazine
switaschek@thefamilymagazine.com



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