A. Salespersons’ performance and services
A salesperson is the first person to contact with consumers. Most consumers
think manners at service are important. Consumers always hear of somebody
commenting on the service manners of some sales people. In addition, whether a store
can make a good or bad impression on consumers depends on these commentaries.
Good manners would make consumers become frequent patrons. Besides, consumers
want to be treated with good service, so it is better if department stores offer more
after-sales service. Therefore, stores and departments should increase competitive
services.
First to mention is the salespersons’ performance. A salesperson should be
professionally trained, that is, he or she should have a talent to find out consumers’
favorites preferences. Some consumers do not like salespersons to follow them when
they are shopping. Some always want salespersons to give them advice or help them
to make a decision. Besides, a salesperson should have great patience when he or she
faces picky consumers. The most important principle is that consumers are always
right. Salespersons should always wear smiles on their face and should not show
impolite attitude to consumers. This is a first and important impression for consumers.
Depending on the impression, the consumers will decide whether they will go
shopping at the department stores again or not.
What after-sales service do consumers want? Consumers try shoes on not only
one time when they purchase shoes. A salesperson should offer socks for consumers
to wear before they try shoes on. It is even more thoughtful if the department stores
offer disposable slippers. In this way, they do not need to put on and take off shoes
constantly. They can put on slippers to go around in the departments and take their
time to choose shoes. Of course, the socks and slippers must be clean. Then,
salespersons should use alcohol wipes to wipe shoes out after every consumer try
them on and make sure the shoes is clean for next shoppers.
Generally speaking, most after-sales services are similar. There are at most two
items: repairing shoes and returning defective goods on market. However, consumers
want more services. For example, consumers had to pay money when they had their
shoes fixed in the past. It would be better if department stores could settle fixed
number of years to repair shoes for free under the warranty. Consumers should pay
money only when the warranty is expired.
Consumers may have the same experience. They buy shoes, but put them in the
house and do not wear them for a long time for some reasons. Probably, they do not
know what occasion to wear the shoes, or they have too many shoes so that they have
no chance to wear new ones, or whatsoever. Supposing the shoes do not attract
consumers anymore and the shoes are still brand new, the stores should allow
consumers to exchange another pair for free or with little money.
Cleaning shoes is a rare kind of after-sales service on market. In boutiques, shoes
are usually sold at a higher price. If department stores and boutiques could offer this
kind of service, the consumers would be happy when the high-end shoes become as
clean as new ones. About this after-sales service, according to the amount of
consumption, the boutiques and department stores could give consumers a card which
marks service times and the expiry date.
In an increasingly competitive market, department stores should offer more and
better services to attract consumers. It is no harm to try the methods suggested. Good
service manners and many after-sales service will bring not only window-shoppers,
but also more frequent customers.