Why Can Harold Department Store Advance Steadily Under The Impact Of The Electricity Supplier?

For consumers who have certain economic strength,

They capture them.

The hunting grounds for new elements, for the general population, go to Harold shopping is an action to increase their identity.

"Walking basically depends on running, and buying things basically depends on robbing."

According to the world clothing and shoe net, recently, hundreds of people queued up in front of Harold (Harrods) of the high-end department store in Britain recently to meet the annual discount day BoxingDay.

Some people say that the recession of traditional stores is due to the impact of the rise of the electricity supplier. However, in the UK, where the electricity supplier is developing more mature, traditional stores are still a spectacle of singing and dancing.

As Ma Yun said, it is not your entity but not your entity; it is not retail, but your retail.

What made the 100 year store in Britain stand still in the long years of the year, and steadily moved forward under the impact of the electricity supplier? With the problem, the reporter visited Harold, a 100 year department store in the United Kingdom.

Start with details.

Harold's department store was founded in 1834, and has made great progress in geography.

Oxford Street occupies 4.5 acres.

At present, it is not only the largest department store in the UK, but also the largest department store in the world with Messi store in New York.

Although Harold is now one of the top selling stores in the world, it is only a small shop with one room, two assistants and a messenger.

Harold's real leap comes from "a fire in winter" in 1883.

After the fire, Charles Harold, founder of the company, promised customers that there would still be a gift giving service on Christmas Eve, which was a blessing in disguise. This helped Harold establish a good corporate image in the hearts of many customers, and let Charles realize the importance of customer service.

Since then, Harold's business philosophy of heavy service has been extended so far, and customers in the traditional shopping store shopping process, enjoying people's face-to-face service is one of the characteristics that the electricity supplier can not have. This is also one of the reasons why Harold still stands tall today.

On the annual maximum discount day, Harold's staff will deliver tea and distribute blankets for customers waiting outside the mall on cold winter nights.

Details determine success or failure, and service customers are even more so. Harold is racking his brains in this regard.

Zoey, who worked in the men's clothing department of the department store, told reporters that besides the escalator, Harold also had two different styles of passenger staircases, one is the modern decoration style of straight staircases, such straight ladder consumers and staff members can be used; the other is the European retro style, which only consumers can ride, once the staff are found to use, will adopt a strict punishment system.

At the same time, in order to meet the needs of VIP customers to avoid crowded shopping environment, Harold also isolated several rooms in the store, named "pencil house".

Here, VIP customers only need to sit on the sofa to flip the shopping list, or lift up their hands to point out something in front of the wardrobe shoe cabinet, and there are salesmen to deliver them to customers and try them on.

In the ordinary shopping area, the shopping process is like self-help, no one step by step, but if the consumer needs service, a call, or even a look, the service personnel will immediately rush to the customer side to provide services.

The author thinks, service is used to increase the emotional link between shopping malls and customers, so shopping in the mall will not make people feel the pressure.

In addition, Harold's membership benefits are also very tempting.

According to Vincent, who has the experience of buying in 4S, Harold, a black gold member, can enjoy a free afternoon tea cup at the designated coffee shop in the mall every day. The shopping bag is tired and can be stored free at the depository. Even now London has become the highest parking city in the world (the daily parking fee is about 420 yuan, and the parking fee in Harold's area is about 750 yuan). As long as the black gold membership card is held, customers can stop for 2 hours in the mall.

Of course, it's not so easy to become a black gold member.

"The qualification of the members of other shopping malls is based on annual assessment, but Harold has to test quarterly. If you fail to meet the consumption targets of the members in the last quarter, you will lower the membership level."

Vincent shook hands with some of the cards missing from the film.

Consumer psychology

If you take these examples, you can conclude that the heavy service policy of Harold general store is limited to VIP customers, and you are totally mistaken.

Different from the two extremes of the domestic department store industry, that is to say, there is either a big name gathering or a high level, which is prohibitive; or the unknown small brands get together and become a wholesale market. Harold's policy in protecting passenger flow is: no matter big money or small money, as long as you have money and want to spend money, you are the legendary "party a father".

Zoey said frankly that the idea of making her a member of Harold came from a shopping experience.

"At that time, I was a student, not rich, and I wanted to buy two boxes of chocolates as gifts for my relatives and friends at Christmas.

I picked more than 10 chocolates in the store, and the salesmen didn't neglect me because of my "fastidious" and economic strength, which made me feel very warm.

Finally, I bought three boxes of chocolate more than I expected. "

If we use a sentence to describe the characteristics of Harold serving the target population, the oath in church wedding should be appropriate: whether rich or poor, regardless of health or illness.

And Harold proved that this sentence should add "no matter how old or young," because it does not let go of children's money.

It is reported that there is a small dream castle designed for children to rest and play, and there are special people to look after them. Parents can send their children here temporarily without spending money.

During their parents' shopping, the staff will dress up their children as little princesses or little princesses. When their parents come back to pick up their children, few children will ask their parents to buy the outfit.

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Similar to other department stores in London, Harold adopted the 2:8 principle in brand category setting, that is, 80% of the classic brand names are known; 20% of high street brands pay attention to cost performance.

Harold, who has a multi-channel source of tourists and has a good circulation, has a certain right to speak. Whether it is discounts or commodity renewal rates, he has reached an agreement with high-end luxury brands such as Gucci, D&G, Armani and so on, so as to avoid the "big cards" that are not being discounted by the department stores in China, and consumers are not as good as going to stores. "Small brands are not cheap, not as good as going to Taobao stores".

The speed of Harold's new products is comparable to those of the exclusive brand stores, but for consumers, shopping alone is far from being possible to visit many brands at once.

For consumers with certain economic strength, Harold is a hunting ground for them to capture new elements of fashion. For the general population, shopping for Harold is a step up for their own identity.

Diane, Nieto, co-founder and CEO of luxury luxury network, said consumers like to meet some unique products in the mass market, and Harold caters to this group of people.

It's not just stores.

Consumers look at Harold as a shopping mall, while peers in the industry see Harold as a training school and industry benchmark.

If you have worked through the system training here, the sales or management personnel who have worked here for a period of time, and then hop to other department stores, will become hottest because it is a qualification and aura.

The department store, which has more than 50 stores from all over the world, has many outstanding executives in the field of luxury goods. Its reputation in the industry is not inferior to that of GE.

At the same time, Harold successfully created a corporate culture that allows employees to identify with each other.

Almost all those working in shopping malls, regardless of the staff or staff of Harold, will be proud of this experience.

In the three day training for shop sales, only one content of "Harold spirit" needs to be trained for one day.

Salesmen who work here must be trained through the most rigorous luxury service training: to enter the shop to request full make-up, only to do the manicure, and the high-heeled shoes must be higher than 3 centimeters.

In addition, in order to better display the latest design of the first line of brand launch at the first time, Harold also painstakingly displayed in the window display. He will not only periodically launch various theme exhibitions, but also work together with famous designers. For example, the Christmas window with the theme of winter fairytale in 2013 was designed by Shona, a famous British installation artist and art director, Heath.

There is no such thing as hard work. In Britain, a popular saying goes: what is the trend of next season? Let's go and see Harold's window.

In addition to the battle field and industry benchmark, Harold is also the mourning place for Diane's admirers.

After the death of Princess Diane and Dodi Fayez, Harold's department store, two monuments were set up to commemorate the couple.

On the first monument, there were two pictures, the glasses of Princess Diane's lips, and the engagement ring that Dodi bought the day before her death.

The second monument is a bronze statue, decorated by an Egyptian style escalator beside the third door of the shopping mall. It was completed by Harold, an engraver Bill Michael, who worked as an art designer consultant for the department store for more than 40 years.

This gives the locals and tourists to London a more reason to visit Harold department store, or even an excuse.

More interesting reports, please pay attention to the world clothing shoes and hats net.