The idea behind corporate retail is that you come in, fresh-faced and full of personality and ideas, which are subsequently completely suppressed until you are the ghost of what you used to be, echoing "Welcome to GreetingHell," in your brain even when you fall asleep at night. This is probably carefully designed by corporate psychologists.
The next time you walk into a corporate retail store (notice I say "corporate." Working for mom-and-pop shops is not the same, because usually normal people won't try to make you into a character-free robot), look carefully at the face of the employee. Are the eyes glazed over, much like that of a drug addict? Is s/he wearing a smile anyone would ever use in real life?
The reason that the name tag is more clearly visible than the other elements is because name tags are the very worst element of corporate existence, and I have actually wondered whether corporations use name tags as a way to display their ownership of employees. Probably.
First, name tags are awkward. If you're an employee, it's awkward to wear something on your chest, because generally even people that stare at your chest don't like to let you know that that's what they have been doing. If you're a customer, they're awkward because theoretically, you've been raised to approach strangers with phrases such as "Excuse me." Not, "Hey (searches chest) Annie!"
Second, I've found that most people are willing to introduce themselves anyway. I was shopping for dresses a few months ago, and a woman took my dresses, hung them in a dressing room, and then turned to me and said, "If you need anything, I'm Michelle." Crazy, right? She introduced herself, and then I knew her name! No name tag or anything!
Third, only creepy people address total strangers by name. Did you hear that, corporate? I was standing outside at my friend's house a few days ago, and a friend of a friend came up to me and said, "Heya, V!" and since I hadn't seen him before, I said, "Who the hell are you?" I am a very small woman, and he was a very big man, so yes, I find it creepy when large older men who I've never seen call me by name.
Gradually, the combination of repeating "Welcome to X, Can I Help You?" over and over again and catching glimpse of your name tag in the mirror takes your happy-go-lucky character and transforms it into this:
To help you understand the experience of the corporate retail employee, I accompanied this post with a chart that can more easily help you understand:
You'll notice that screaming on the inside is a mere 27%, but this is only because it's difficult to scream when you're choking on glitter. Trying to understand senseless policies is pretty much identical in all major corporate positions, so I've allotted a quarter for it. Tolerating sadomasochistic customers is a mere 10%, but that's only because I'm using very strict standards for sadomasochism. And as you can see, name tags take a whopping 37%, because, as we've all agreed, name tags are evil.
That's the point of all this. I hope someone, at some major corporation, looks at this one day and thinks to him or herself, "You know, she's right. Why are we spending an extra 400 million a year on corporate name tags, when employees much prefer lunch and beer?"
Corporate: employees like food. And beer. Give them food and beer, and cut the budget on the name tags.
Thank you.
V.