There Is A Trick For A Department Store To Grab Customers: No Cost, No Gain.

In recent years, major department stores have been operating. brand There has been a trend towards homogenization. Direct or disguised discounts have become the most commonly used ones. Promotion Means and rapid development. online shopping It forms another competitive group. On this occasion, how to cultivate customer loyalty and enhance sense of belonging has become the focus of competition among major department stores.

"Middle class" has become the focus of grabbing.

According to a survey, the consumption structure of Chinese cities has gradually changed from the "Pyramid shape" of the initial stage of reform to the current "olive type", and the "middle size and two ends" are their characteristics. Whether it's an old department store friendship store or a recent US East department store, they invariably point out that the target customer group is the middle class in the city. In fact, "targeting" the middle class is not just the two businesses, Dongshan Department store, modern department store, Oriental Po Tai... These department stores and shopping centers also put their greatest expectations in the middle class.

Obviously, the middle class is the main source of competition for major department stores and shopping centers. Since the customer base is the same person, how to let customers willing to come to you to consume, it depends on the efforts of various businesses.

Make the service more intimate.

Reporters learned in the interview that in the fierce competition, the major department stores in the service more prominent and considerate two words, for example, Dongshan Department Store launched the "recovery of old gold and silver" services, from the cost, the recovery service not only does not make money, but also lose money, but Dongbai Yi insisted, so won the word of mouth, so when some neighborhoods talked about buying gold to buy silver, naturally will think of going to Dongbai. The East department store, which is newly opened under the agriculture and forestry road, shows its thoughtfulness on behalf of customers and elevator buyers. The head of the East department store told reporters that the shopping mall must be a shopping guide to the cashier. This detailed stipulation ensures that the guests can really enjoy the service of paying for the guests. There are also those who are wearing uniform clothing and known as "the prettiest in Guangzhou". In addition, Xinguang department store and modern department store have special maternal and child rooms, which are comfortable and clean, not only can rest, but also have a "changing diaper". This considerate arrangement has won a lot of praise from mothers.

Making stores more attractive

Besides strengthening services, the major department stores also spend more time on the layout of shopping environment. The friendship shop, the East City store, launched the men's pavilion in the world trade fair last year, making it easier for the guests to buy goods. Modern department stores invest 1/5 of the marketing cost each quarter for the layout of the scene. Dongfang Baitai, which is particularly prominent in this area, is modeled after the shopping mall K-11 in Hongkong. It aims to build a museum of human nature and environmental protection. It hosts a special exhibition every month, for example, the tropical rain forest theme exhibition is being held now. There is also a 50 thousand square meter leisure platform on the two floor of the Oriental Bao Tai, where guests can enjoy the cool chat and enjoy the bright night view of the new axis of Guangzhou.

Regardless of cost, "suffer losses" to attract customers

In addition to these services, many department stores have begun to start with some unseen aspects to cultivate their sense of belonging. For example, friendship stores often hold new product experience sessions. Dongshan Department Stores repair watches for customers free of charge, modify shirts and trousers, and deliver goods for free. On the surface, these department stores "suffered losses", but they won popularity, won public praise, and won the recognition of guests. "What we do is word-of-mouth business. Of course, we should make our guests happy." This has become the consensus of many department store operators.

Senior interview

Jiang Guoyuan [deputy general manager of Guangzhou friendship group Limited by Share Ltd]:

Word of mouth is most important.

Guests have loyalty and sense of belonging, including service, brand mix and shopping environment. It is said that brand combination is not the most high-end brand, but what customers need most is based on our deepest understanding of consumers. We base ourselves on providing the best cost-effective products to our customers, including not only clothing, food and shelter, but also gift giving. We will give our customers the same consideration. Therefore, we are not providing a certain commodity, but providing a solution to life. For this reason, every year we have to make some major adjustments, including brand mix, venue layout and so on.

There are more and more businesses and business circles, and department stores must stick to their own positions. You can't do what you want to do well, but ignore your own characteristics and strengths. As far as friendship is concerned, the largest contribution to friendship shops is the VIP group. 60% of the turnover is contributed by the VIP group. This group has been relatively stable, with an annual turnover rate of about 10%, which reflects the VIP group's affirmation of friendship.

In terms of product quality, some businesses have cancelled the "quality tracking station", but friendship has been sticking to it.

In the future, friendship also intends to open up a beauty and skin care experience space on the seven floor, making a clubhouse, each brand has a small space. Customers can not only rest here, but also experience beauty and skin care. Now the VIP room will also consider moving over, and the whole area will increase a lot.

Xie Shiping, managing director of Limited by Share Ltd

Meticulous service and customer first

In positioning, we packaged the concept of "Japanese department stores". I heard that the East department store was "Japanese style department store". Many people thought it was a Japanese department store, but in fact, the United States east department store is only an advanced experience in learning Japanese department stores. It is actually a genuine private department store. In many Asian countries, and even in many metropolises of the world, Japanese department stores do a good job, not because their brands are the most upscale, but because they are willing to do little things, so I think they can succeed in doing little things well.

There are many examples of our efforts. For example, we did four restaurants in a very small place. Among them, "Saeco" has more than 3000 square meters. In addition, there are Japanese cuisine and fairy forest 2 generations. Now we are talking with Starbucks and Xu Lau Shan, striving to create an outdoor leisure place and become a one-stop shopping center. We also plan to add some small coffee bars to the elevator near each floor.

East department store also launched the "shop every day forever" activity, which is a practice with a shop in Taiwan. The store has sent 50 gifts to customers every 18 years, no matter whether the guests consume or not, they just send them to the store. We will learn from them. It's all about cultivating a sense of belonging.

In the past ten years, the retail industry in Guangzhou is relatively backward and the system is relatively simple. Basically, it is dominated by several large state department stores, and it is not fashionable enough. It is not only inferior to Beijing Shanghai, but even Chengdu, Hangzhou and Shenyang are all in front of Guangzhou. In 2010, the department store industry in Guangzhou has changed significantly. Now there are domestic commercial real estate eldest, such as Wanda, the most high-end Taigu Hui, and the private department store such as Mei Dong department store. In the future, the department stores in Guangzhou will become more and more abundant, so in this environment, we should strive to be different from others.