When a customer approached a salesperson to shift attention elsewhere. She suddenly decided to replenishment, or want to discuss her next break - no matter what, as long as shoppers avoid actual contact with. It angered customers such acts. In the second annual "Retail customers are not satisfied with the phenomenon of" customer complaints listed in the list, the majority of such acts. The phenomenon of retail customers are not satisfied by the Wharton Business School, "Jay? Baker Retail Initiative" (JayH.Baker RetailInitiative) and the Canadian consulting firm Verde Group (VerdeGroup) joint.
Study found that compared to other retail management challenges, if sales become indifferent and inadequate preparation, and the customer is very cold, thus the loss caused by a greater volume of business, but also easier to creating a bad reputation. "Unpleasant shopping experience may be due to many different causes, including parking, shop layout and so on.
Some factors that a retailer can improve, and some are beyond their control. But frankly, shopping experience is a very important part of the exchange with the salesperson. "Wharton marketing professor Stephen? Hodge (StephenJ.Hoch) said that he also served as program director of retail Baker.
In a telephone survey, investigators had 1,000 shoppers about their most recent shopping experience. 33% of them said they can not find the salesperson to help them. Most of those shoppers who do this are very troubled, and said they do not patronize the store Qiangzai. According to Wharton's analysis, not as a salesperson led to 6% of U.S. retailers lost customers.
In addition, 25% of the customer complained about a salesperson that they do not Dali - no greeting, no smile, not even eye contact. This lack of communication led to a 3% loss of customers. Even the customer claims, encounter such behavior, they will never enter this store.
Complained that word of mouth
Survey, consumers also mentioned there in the retail industry and many other annoying things, including hard to find parking spaces (33%) and products out of stock (22%). However, poor sales compared to assistance services, these problems easier to get forgiveness shoppers. Survey of customers complaining word of mouth, but this is easily overlooked by everybody. Last year, customers are not satisfied with the phenomenon of study, one in three will have a dissatisfied customer in person to tell other people he or she encountered something in the store, but to hear this matter will tell an average of 4 individuals. All shoppers, half of people in a mall because of an unpleasant experience and choose not to patronize the mall.
Hodge said: "Compared with satisfaction, consumer dissatisfaction is important because negative experiences make people want to discuss with other people." He stressed that consumers "the time when all the best" and not so willing to talk about these things. He also added that, despite these complaints, many salespersons or customers can be greeted with enthusiasm, and customer purchase process to help them.
The survey also revealed that consumers of different ages are not satisfied there is also difference of older shoppers are relatively few questions. Problems experienced in the average number, 18 to 29-year-old consumers the highest. Slightly longer than the age of shoppers, they are more often poor and complaining because the store layout can not find the items you want, or the lack of product knowledge of store staff.
Verde Group President Paula? Cortney (PaulaCourtney) pointed out that young people are generally for relatively low loyalty shopping centers, and demanding. Customers who want to build lifelong relationships with retailers and other brand vendors, the young man is the most valuable consumer group in the 1, because these young people are entering the age of high spending, they will have to a family and buy homes. "Young people like to have more choices," she said, "they found that everyone wants to do their business. They used to be we all meet, and perhaps make them more demanding this."
Because of the different types of retail stores patronized by the survey respondents of dissatisfaction are also different. Consumers to the largest shopping store is designed for a certain type of merchandise stores, such as electronic products, household products and office supplies. These stores are called "category killers" (categorykiller), they are the most complaints, and the least loyal shoppers.
Hodge said that these stores often provide a number of products, these products may be relatively expensive, and compared to other types of merchandise for the sales require more technical knowledge. "I think when people in the category killer stores which buy a piece of relatively expensive items, they lack some experience, they will need some help."
Supermarkets - such as Target (Target) for the highest customer loyalty, customers not only repeat patronage, and may recommend to others, although survey of shoppers also mentioned some problems, such as insufficient number of employees of such stores. Department store ranks second in customer loyalty, although some consumers that because the store layout confusing and hard to find merchandise.
Hodge said the general, special merchandise stores occupy a certain market segments, this store has changed the nature of retail, and weaken the professional level. In previous years, the professional standard is a very important aspect of retail.
"Over the past, you can wander into a hardware store. In the store will be a little old, he worked at that store for 25 years, and fully understand where to find what you need," Hodge said, " Now, think about how to understand a great self-help store, the placement of everything. A person can not know everything on what position. "Similarly, because of technical update too fast, to electronics stores The salesperson answer customers on each issue raised by a product is impossible.
Ideal salesperson
Researchers drawn from the survey results, a good salesperson should have four different characteristics.
The most important feature is to be a "participant" (engager). Consistent with the characteristics of a salesperson at the time no matter what, will smile to stop the work of the hands to help shoppers. According to the study, "hard to find 'participants' in this question - the biggest killer of retail salesperson problem is extremely common, and in all types of stores there." The second important feature is to do an "educator" (educator). This salesperson can explain the product and recommend products and tell customers where to find the product you can. Hodge describes educators is: "The salesperson is able to help you find the items, to provide you with relevant information and knowledge? Or when you ask questions, just like watching a black hole, while the sales look like car before the lamp of the deer, is at a loss? "
Hodge stressed that "educators" depends on the importance of the type of retail stores. Special products in the store inside the store service delivery in large part by sales to act as "educators." Another type of ideal salesperson is "to ensure smooth flow of workers" (expeditor). Such employees for the customer's time is very sensitive, and can help them quickly through checkout. "When the system is blocked, you will be at the airport or other places to see these people," Hodge explained, "This salesperson will notice system in the block, then the system through their intervention to promote
Smooth ... ... they must be noted that there is a problem, and try to alleviate these problems. "Finally research indicates that customers need to" credible "sales help. This salesperson will make customers feel free to browse merchandise and show sincere willingness to help, regardless of whether the customer will buy goods." No one wants to own other people do not Dali , "Courtney said," but in the participation and the need for a sincere sense of balance. "
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