A recent shopping experience left me questioning the state of retail service. My wife and I had such a frustrating time that we seriously considered whether I’d ever buy a suit again—definitely not from the first stores we visited. But as I reflected on the experience, I couldn’t help but see parallels with an older story that Randy, a fellow student at the Wizard Academy, had once shared with me. It’s a story that, in many ways, applies not just to retail service, but to life in general.

Visit to Major Suit Store #1

At the first store, the salesperson greeted us with, “Hi, can I help you?” I replied, “Yes, I’m here to buy a suit.” Straightforward enough, right?
But instead of asking me what I was looking for, he handed me a charcoal grey jacket. While it fit well, I had been hoping for something in a different color, maybe blue or something more unique.
“Do you have this in other colors? Maybe a blue?” I asked.
The salesperson barely acknowledged my question before wandering off to another rack. I assumed he was looking for the color I wanted, but after a few minutes, I noticed he had disappeared entirely—behind the counter, engrossed in his phone. He didn’t seem to care that I was there, or that I had a specific request.
Realizing he wouldn’t be coming back, I shrugged off the jacket, tossed it onto a nearby rack, and left the store. This wasn’t a young, inexperienced employee; he was in his fifties or early sixties, but clearly didn’t have the motivation to provide good service.

Visit to Major Suit Store #2

We moved on to another store. Here, a different salesperson asked, “What brings you into our store today?”
“I’m here to buy a suit,” I replied.
“Do you see anything you like?” he asked.
“Yes, I like that one on display.”
“Sorry, we don’t have your size,” he said flatly. Normally, I’d expect him to check other stores or see if he could help me find a suitable option. But there was only silence. He didn’t offer any alternatives, and the whole exchange felt indifferent, as if I wasn’t really a priority.

The Winning Experience at Store #3

Finally, we visited a third location—same brand as the second, but a completely different experience. The salesperson, a young man named Daniel, greeted us with enthusiasm:
“Hi! I’m just finishing with some customers. Feel free to look around and try things on. I’ll be with you shortly.”
When we couldn’t find my size, Daniel immediately offered to call other stores and have it shipped to my home. Since I needed the suit soon, he took the initiative to help me find something that would work. He selected options, matched them with a shirt and tie, and was incredibly attentive.

Daniel was young—early twenties, with dyed black hair, nail polish, and piercings—not your typical suit salesperson. But he understood that customer service isn’t about appearances; it’s about engagement and willingness to go the extra mile. He showed me that, with the right training and motivation, young people can provide exceptional service.

As I thought about my experience, I realized it wasn’t just about poor service at some stores, but about how easily we can misjudge situations without understanding the bigger picture. That’s when Randy’s story came to mind.

The Cake in the Trunk

Many years ago, Randy shared with me a story about his mom baking a wedding cake for his sister’s wedding. The wedding was in Texas, but Randy’s mom lived in the Midwest. After baking and decorating the cake, she and her husband carefully packed it into the car for the long drive to Texas. The journey was slow, cautious—because they were carrying something fragile.

As they drove, other drivers tailgated, honked, and showed their frustration. Instead of getting upset, Randy’s parents simply asked themselves one question:
“Do you think these people would still be angry if they knew we had a wedding cake in the trunk?”

It’s a simple question, but one that has stuck with me ever since. How often do we find ourselves frustrated or upset with someone else’s actions, assuming we know what’s going on, when we really have no idea? Just because someone drives slowly or acts in a way that frustrates us, doesn’t mean they’re doing it out of malice or carelessness. Maybe they’re carrying something fragile—something that requires them to move slowly and thoughtfully. We simply don’t know.

Applying the Lesson to Retail

Just like the frustrated drivers who tailgated Randy’s parents, many retail employees, whether they’re older or younger, can seem disengaged, distracted, or indifferent. But we don’t know what might be in their “trunks.” Maybe they’ve had a bad day, are dealing with personal issues, or simply haven’t been trained to engage with customers in a meaningful way.

We often judge based on limited information, assuming that poor service is due to laziness or incompetence. But just as Randy’s parents were driving carefully because they were carrying something precious, maybe there’s more to the situation than we realize. A lack of engagement or a dismissive attitude might reflect something deeper — lack of training, poor management, or personal struggles — not necessarily an intentional desire to provide bad service.

The lesson here is the same as the one from Randy’s story: patience, empathy, and understanding go a long way. The next time you find yourself frustrated with a store clerk or a situation that seems lackluster, ask yourself: What might they be carrying in their trunk? You might find that you’re a little more patient and a lot less quick to judge.

This approach can also help us better appreciate the employees who do go above and beyond, like Daniel, the young man who helped me at the third store. Instead of seeing him as just a “young person” with tattoos and piercings, I saw someone who was genuinely committed to providing excellent service. And in a world where it’s easy to assume the worst, Daniel reminded me that it’s always worth asking, “What’s in their trunk?” before jumping to conclusions.

For business owners and managers who have customer facing staff, whether sales staff or even the people who answer the phone, you control many of those touchpoints so please make sure your staff are trained properly and appreciated by you and your management team. That will eliminate at least some of the variables of bad service.

While the state of retail service may not be perfect, it’s important to remember that we all have our own challenges, and the next time you’re frustrated by poor service, whether as customer or manager, try to see things from a different perspective. You might just find yourself feeling more understanding, and maybe even a little more grateful for the people who make the extra effort to show you that they care.

Latest posts by Steve Rae (see all)