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Clothing Brand Entity Store Marketing Terminal Communication Flaws

2011/7/26 16:51:00 53

"Ting Mei SMS" once again bought TV shopping.

Sincerity

The problem has been pushed to the cusp of the storm, which has triggered our reconsideration of the relationship between enterprises and consumers in the new consumption mode. Is there any problem in the existence of TV shopping in the physical store?

Or is there any other problem that restricts consumers?

Reporters took these questions to visit the major shopping malls in Beijing.

There are still differences in the return system of physical outlets.

Brand survey: ZARA's difficult shelf

Although the storefront is large, it has been keeping a busy shop.

scene

All products are placed in different areas according to the discount price, which is convenient for customers to choose freely. The salesmen are constantly sorting out the shelves. They seem to have some machines. They will only look up at you when they ask questions.

Here, the reporter met a small customer who came to return. Last week, little A saw a dress that his mother liked. It was on sale, and he bought it excitedly. But when he got home, he found that the size of the dress was not suitable, and he wanted to return it.

She explained the intention to the clerk. After carefully examining the clerk, the clerk came to the supervisor. After a serious study by the supervisor, he slowly said "give her back" and then turned away.

Although the clothes of little A were gone, but the service attitude of the shop assistants made her very cool.

Brand survey:

UNIQLO, H&M returns, no pressure.

It is also a fast selling product. The shopping environment of these two stores is totally different. Customers in H&M shop are in an endless stream. The environment of UNIQLO store is as simple and natural as its clothing style.

When the reporter asked whether the discount clothes could be replaced, the clerk answered readily: if you feel unsatisfied, you can replace the size or unconditional return with the shopping ticket in a month without affecting the re sale.

With such a response, customers are just like taking a reassurance and shopping with assurance is relaxed and enjoyable.

Shopping

。

Investigation brand: SCAT continues to dominate under the "Regulations".

SCAT's pink and shiny shop style is spread out among many stores, and the lovely heart shape and sexy cat image always let young girls go in.

A shop assistant enthusiastically recommends new products, but when reporters ask the same questions, the enthusiasm of the salesperson vanishes. "Now you pick it up and buy it again. Discount goods will not be replaced."

When the reporter tentatively mentioned whether this was a violation of the overlord clause, the clerk said indifferently: "we don't know this clearly. It's the company's regulation."

After that, he turned around and left. "The company's regulations" seemed to be a shield for the shopkeepers to encounter problems. Even after the explicit announcement of the terms of the overlord, more customers chose to suffer from the fear of trouble.

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With the same problem, reporters visited BASICHOUSE, GUESS, ONLY, WHO.A.U and some underwear brands. 90% of the brands indicated that they could change the size of the same clothes without affecting the re sale, and more than 70% of the brands could change the sizes and return them unconditionally.

Brand store terminal communication is still blocked.

TV and online shopping have reduced the intermediate channel. This form of shopping has become a new way of shopping for the general public with its low price and convenient purchase. It also provides convenience for consumers, but also brings troubles to consumers.

What is the service situation of terminal stores?

Reporters in the above several shops played a carefully selected, repeatedly tried, before the checkout to give up the purchase of "difficult customers", before the reporter and the small A mentioned before holding two different psychological preparation, one is a salesperson's white eyes, angry or rebuke, and the other is to get the shop assistant's smile, understanding and tolerance.

The result was unexpected. All salesmen showed a homogenous attitude: indifference.

such

Indifferent

The subtext is: as you like, it has nothing to do with me.

In a sense, no attitude is more disoriented than bad attitude. A told reporters: "I do not simply like this dress, but also include the love of its brand culture and image, and the indifferent service of the shop assistant really hurt me.

I felt that God was only at the moment when I paid for it, and that God would not be with me if he wanted to return goods or other requests.

Actually, I don't want to be a God. I just want to shop with ease.