Main Topic: Service with a buzz

Hosts: Antony Chen, James Stanworth , Clyde Warden

Going to shop can be so much easier when you get good service. The Chinese hypermarket shopper is often disorganized in a Western sense (lists are rarely seen) and see part of the visit to the store as a leisure experience.  Customers are interested in finding new products and bargains so much of the service creates a buzz around products at isle ends and other strategic points in store.

Service is becoming increasingly important in retail settings. In store there are generally plenty of service people.  Some are from the hypermarket itself whilst others work for suppliers with in store racking/slotting space. Staff are courteous and friendly but their objective is to explain the product benefits and create interest around them.  As excitment, curiousity and interest builds so other customers come to see what is so enticing.  

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With over US$13Bn of sales in the wet/traditional market against around US$4Bn of transactions in hypermarkets the latter format faces a major challenge for growth.  Transactions in the wetmarket have not declined in the last decade showing how this traditional format connects to customer preferences.

Chinese customers take longer to shop, try more products and are more price sensitive than US customers.  Ths result is that much service contact focuses on soft-sell to describe product benefts and attractive prices.  Friendliness is key in contact, given preferences to avoid hard-sell and the possibilites on conflict that arise with that approach.

Photos:

• 1) Staff busy with reshelving 1) Staff busy with reshelving
• 2) Take a break... have a kit-kat! 2) Take a break... have a kit-kat!
• 3) Service staff pile produce high to attract attention 3) Service staff pile produce high to attract attention
• 4) Faucet sales here. The first customer is drawn to the display and product introduction. 4) Faucet sales here. The first customer is drawn to the display and product introduction.
• 5) Here's the buzz... with the Duracell bunny! 5) Here's the buzz... with the Duracell bunny!
• 6) The typical end-of-isle location for the product demonstrator. Catching maximum foot-fall. 6) The typical end-of-isle location for the product demonstrator. Catching maximum foot-fall.
• 07) This is a lot of what the customer service centre deals with: free gifts. 07) This is a lot of what the customer service centre deals with: free gifts.
• 08) Staff rarely help with packing. This customer is right into DIY packing mode using string, scissors and tape provided in-store. 08) Staff rarely help with packing. This customer is right into DIY packing mode using string, scissors and tape provided in-store.
• 09) Note the service staff on the right at full volume with microphone in-hand. 09) Note the service staff on the right at full volume with microphone in-hand.
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ConsumerCam:

Show Links:

• Auchan China