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The Evaluation on Customer Services
for YATA
Group 2
Cheng Wai Yee, Karol
Chow Yiu Hung, Jason
Lau Sze Ki, Candy
Yip Ka Tsun, Kobe
IntroductionCompany Background
Project Objective
Mystery Shopper AnalysisPhysical LocationEmployeesProduct or ServiceAtmosphere
Yata’s Benefits of Providing Good Customer Service
Satisfied CustomersLoyal CustomersMore Customers through Repeat
Business & RecommendationsIncreased SalesBetter Public ImageAn Edge over the Competition
Conclusion & Recommendations
Company Background
• YATA = “yatta” = “I made it”
• Smiling shopping bag
• Business concept: provide one-stop shopping environment to customers with fine articles for daily use
• Quality Shopping Experiences at Modern Japanese Lifestyle Department Store
Company Background
• Opening: Nov 19, 1990 (SEIYU)
• Rebranding: Apr 27, 2008 (YATA)
• YATA = “yatta” = “I made it”
• Business concept: provide one-stop shopping environment to customers with fine articles for daily use
• Quality Shopping Experiences at Modern Japanese Lifestyle Department Store
Branches
Shatin
Tai Po
San Po Kong
Tsuen Wan
Tuen Mun
Mongkok
Project Objective
• Showing the ways that YATA provides its services
• Illustrating YATA’s benefits of good customer service
• Giving suggestions to the business
YATA’s Benefits of Providing Good
Customer Service
Satisfied Customers
• Exclusive benefits
– Consumers can hardly find the same products outside YATA
– Enhance customer satisfaction
Satisfied Customers
• Diversity of trendy products
– One-stop shopping environment
• Customers can buy diversified things inside YATA
– Satisfies many youngsters & young couples
Satisfied Customers
• Convenient
– Located at shopping malls at the center of districts
– Near MTR stations or bus terminus
Satisfied Customers
• Extraordinary servicesFree rental of First-aid kit &
Sewing supplies
Complimentary Gift Wrapping
Service
Worry-free shopping Free
Storage
YATA Gift Voucher
7-day Return & Exchange
Guarantee
Free delivery
Baby-care room
Foreign Currencies & HKD
coins Exchange Services
Free Alternation for
Clothes
Baby Restaurant
Loyal Customers
• YATA Visa Card exclusive offer
– Enjoy 5% off for all items at supermarket on Mondays
Loyal Customers
• YATA Shopping Days (5 days)
– Big sales during May & November
– Encourage people to shop in YATA at least twice a year
More Customers through Repeat Business & Recommendations
• YATA Visa Card exclusive offer during YATA Shopping Days
– Get a free umbrella when spending ≥$1600
– Get a free $50 coupon when spending ≥$2000
More Customers through Repeat Business & Recommendations
• Unique baby servicesFree rental of First-aid kit &
Sewing supplies
Complimentary Gift Wrapping
Service
Worry-free shopping Free
Storage
YATA Gift Voucher
7-day Return & Exchange
Guarantee
Free delivery
Baby-care room
Foreign Currencies & HKD
coins Exchange Services
Free Alternation for
Clothes
Baby Restaurant
BB-care Room offers
free baby care
facilities like cribs
and nursery rooms.
(We also provide
diapers, boiled water
and wet tissues in
Shatin Store)
Free rental of First-aid kit &
Sewing supplies
Complimentary Gift Wrapping
Service
Worry-free shopping Free
Storage
YATA Gift Voucher
7-day Return & Exchange
Guarantee
Free delivery
Baby-care room
Foreign Currencies & HKD
coins Exchange Services
Free Alternation for
Clothes
Baby Restaurant
Decorated with
specially-
designed cushion
seats, BB
Restaurant offers
delicious, cute-
looking weaning
food menu.
More Customers through Repeat Business & Recommendations
• Unique baby services
Increased Sales
• YATA Shopping Days
– Increases some departments’ sales 20 – 40% (compare with last year)
– Promotions help increase the yield of sales at around 3 – 4%
Better Public Image
• Green concept in store
– Decoration
– Layout
– Organic food
• CEO appears in the mass media
An Edge over the Competition
• Knowing the fact that Japanese style department stores is famous in HK
– Large-scale renovation & rebranded in 2008
– Provides dedicated services & comfortable shopping space
– Let customers enjoy “Quality Shopping at Modern Japanese Lifestyle Department Store”
An Edge over the Competition
• Located at convenient places
– Customers can shop there easily
• Target customers:
– Local customers with high purchasing power
– Not tourists (like Sogo)
Mystery Shopper Analysis
12 Mystery Shopper Assessments
• Household Department
• Fashion Department
• Supermarket
Shatin
Tai Po
Tsuen Wan
Retail Selling Cycle
Steps Comments
1 Approach the Customer Need to Improve
2 Gather Information Ordinary
3 Apply Product Knowledge Excellent
4 Sell the Benefits to Customers Excellent
5 Overcome Objections Need to Improve
6 Close the Sale Ordinary
7 Maximize Sales Opportunities Need to Improve
8 After Sales Services Ordinary
Analysis
• Enhancers
– Good product knowledge
• Shatin – Supermarket– Country of manufacture
– Customers’ feedbacks
– Customers’ repeat purchases
Enough product training
Analysis
• Enhancers
– Well-trained salespeople
• Benefits of wine to customers
• Let customers smell & taste the wine
• Sell the wine in an emotional way– Candlelight dinner – romantic
Analysis
• Detractors
– Non-active approach to customers
• No one serve me for at least 5 mins
– Affects customers’ first impression to the store
Conclusion
• YATA puts great effort on training its staff with FAB selling techniques
• Salespeople follow the “SELL Sequence”
– Showing the feature
– Explaining the advantages
– Leading into benefits
– Let the customer talk
Conclusion
• Half of them salesperson had to greet or
approach the customer
• Sales person did not try to handle the
objections from the customers
• YATA did not try to maximize the sales
opportunities after closing the sales
Suggestion
• Keep product training to the salesperson
• Listen the customers concerns
• Role play
Suggestion
• Extra manpower should be arranged in peak
time
• Arranging power item to put in front of the
cashiers in supermarket department