Burberry Enacted Internal Prohibition To Receive Customers' Money

In China, Burberry is often regarded as a "luxury" brand.

For example, the spread of Burberry in China and the United Kingdom can reach an astonishing 70%, but the company seems to have done nothing.

A more critical challenge comes from values. Burberry has largely adhered to the zero tolerance of commercial bribery and hidden rules in China.

This may make the company lose many short-term interests in competition, but obviously it can avoid many hidden risks.

London Regent Street, the global tide card, under the H&M, GAP, TOPSHOP group surrounded by the number 121 of the Burberry shop appears somewhat cold.

This is the world's largest flagship store in Burberry. In April 2014, the opening of the flagship store of Burberry Kerry Center in Jingan, Shanghai, almost shook the position of Regent Street store.

Regent Street shop covers four floors. The space is as spacious as a shopping center. The bottom of the shop displays small accessories such as scarves and leather goods, and classic products such as windbreaker.

ChristopherBailey, the creative director, has decorated the shop with cool colors in the UK. This style has been used to Shanghai.

On this day in May, the weather in London was very cold. Many British people stroll along the streets in beige or black Burberry windbreaker.

The flagship store is sparsely populated, and more than a dozen staff members of different colors are standing in their positions with a quiet smile.

The arrival of reporters was warmly welcomed by Roberto, a salesperson from Mexico, who has lived in London for 15 years.

After hearing the reporter's identity, Roberto was chatting with reporters while serving.

Roberto told reporters that in Burberry shops, many guests were happy after shopping, and they appreciated and liked to receive their own salesmen. Then they would take some cash as tips for customers, and some customers would also say "Keepthechange (no use)" after paying the bill.

Britain is a country that values service value. Many restaurants charge up to 12%.

。

Most of the hotel waiters are not paid, and tipping is their main source of income.

After receiving service in Britain, tipping is considered polite and taken for granted.

But Burberry has made internal rules and strictly prohibits them.

Accept the money gift from customers no matter how much they like you, how perfect your service is.

"We can accept some small gifts from customers, such as chocolate."

Roberto said.

Burberry may be surprised by laymen.

Roberto explains that this is to stop the corruption of sales terminals.

If a salesperson receives the money from their customers, they may give customers an undue discount and give customers more gifts. Burberry also owns perfume and cosmetics business, which are often used as gifts for customers to buy large items.

When to give

What's the discount rate? What kind of shopping quota can I get for a gift? 30 lipsticks or 50 pounds of perfume?

Burberry has detailed regulations in the interior, and gives the salesmen certain decision-making authority.

Burberry believes that if a salesperson receives a bribe without a reasonable discount and gift, the brand's sales strategy will be destroyed. If the problem spreads to everyone's behavior, the brand may even be destroyed.

Whether Burberry implements the same system in China? Roberto does not understand. At least in London, he has understood and accepted the constraints he faced.