Lower Satisfaction! Shenzhen Department Store Price War Should Be "Brakes"

Yesterday's market

Yesterday,

In this rapid pace of expansion, the customer satisfaction score of the retail industry in the city decreased in 2010, which deserves our vigilance.

At the same time, the survey found that price war can not bring customer loyalty, and the "price war" in Shenzhen department store is in urgent need of "brakes".

Satisfaction

Professional store high supermarket lowest

The overall score of customer satisfaction in Shenzhen's retail industry in 2010 was 72.21, slightly lower than the same period last year.

From the satisfaction level, the customer satisfaction is basically good between the "basic satisfaction" and "more satisfaction". The classification results show that the professional stores are more prominent in meeting customer needs, and the highest customer satisfaction is 73.59 points.

Followed by shopping centers, once again for department stores, supermarkets, customer satisfaction is relatively low; Shenzhen retail shopping experience advantage is more prominent.

Specifically, the overall layout of shopping malls and the display and shopping environment, and the clear signs and guidelines have aroused customers' sympathy and recognition. The score of satisfaction is higher than that of the other three indicators.

The survey results show that the facilities in Shenzhen retail market are more and more perfect. The goodwill of the store brand has begun to play a role, consumers are more sensitive to differentiated marketing, and are still concerned about the commodity.

Creativity

Promotion can not bring customer loyalty.

With the increasing demand of consumers' consumption and the increasingly fastidious eye, the retail stores in Shenzhen appear to be lagging behind and slow to cater to the change of consumer demand. Customers' overall evaluation of the innovation ability of shopping malls is relatively low.

The survey results showed that the score of "continuous innovation, closely following the market" score was 72 points, which was lower than the overall satisfaction level.

At the same time, the survey found that although the sales promotion activities continued, customers' satisfaction with the "price advantage" was lower.

In this survey, the "price advantage" index score was only 69.79 points, lower than the overall satisfaction level, significantly lower than in 2009.

According to the report analysis, sales promotion can not satisfy customers, nor can it bring customer loyalty.

Long term use of "price war" is easy for consumers to suffer from "sales dependency".

The survey shows that price oriented customers lack the desire to expand consumption, that is, which commodities are cheaper in shopping malls, and the price of their customers is only 381.18 yuan, far lower than that of brand oriented, store oriented and quality oriented customers.

This phenomenon is particularly prominent in the department store industry, which is worth waking up.

The survey shows that the impact of prices on customers in department stores has been unprecedentedly high.

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Big business circle

Satisfaction of six business circles is above average.

At the same time, the survey shows that the satisfaction of the six business circles of Shenzhen Luohu business circle, Huaqiang North business circle, Futian central business circle, Nanshan commercial culture center, Baoan central business circle and Longgang central business circle are all higher than the total customer satisfaction of the retail industry by 72.21 points, indicating that the business circle has better agglomeration effect.

Among them, Nanshan commercial and cultural center business satisfaction is the highest, reaching 76.52 points.

In addition, the survey found that the consumer demand of business circle is quite different.

Customers in Luohu business circle have higher satisfaction with convenience, and the most influential factor is "price advantage".

This shows that with the rising of Shenzhen new business circle, Luohu business circle as a traditional shopping district attracts more convenience oriented and price oriented customers.

To build an international consumer center, Luohu business district has a long way to go.

Huaqiang North business circle takes the electronic retail industry as the leader, and has obvious brand advantages and project commodity advantages.

Although the evaluation of these two indicators is not high at present, customers are more concerned.

Therefore, upgrading the two advantages of the business circle can effectively attract more tourists.

The top offices of Futian central business circle gathered, attracting white collar workers.

According to the survey results, customers in the business circle really attach great importance to "customer experience and experience" and pursue higher cost performance.

The customer groups of Nanshan commercial culture center, Longgang central business circle and Baoan central business district are similar to Futian business circle. They all pay attention to good shopping atmosphere and experience, and have a high degree of attention.

This is closely related to the rapid development of shopping centers and the good environment for the retail industry to create a good shopping atmosphere.

Recommendation:

Shopping centres should focus on quality women

The survey found that high quality women are more sensitive to the differences in marketing services, reflecting that the higher the income and education level of female groups, the greater their grasp of quality and the higher tolerance of price.

If the shopping mall can use the five star service level (such as five-star hotels, high-end hotels, aviation services, etc.) to serve intellectual women, it should be able to achieve unexpected gains.

At the same time, it is suggested that shopping centres should focus on and train young people with high academic qualifications to become the main force of future consumption.