table-2-1-typical-customer-services-l (1).Ppt

Retail management image based

1. By

* Credit

* Delivery

* Alterations/
Installations

* Packaging/ gift
wrapping

| * Complaints/ Return

handling

= E
pt
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Table 2.1 Typical Customer
Services

®
m i u

* Gift certificates

* Trade-ins

* Trial purchases

* Special sales

* Extended store hours

2% Mail and phone
orders

2. Table 2.1 Miscellaneous
Customer Services

… * Bridal registry
3* Interior designers
* Personal shoppers

* Ticket outlets

3* Parking

* Water fountains
* Pay phones

* Baby strollers

* Restrooms

* Restaurants

* Baby-sitting

# Fitting rooms
* Beauty salons
* Fur storage

* Shopping bags
* Information

3. Examples of Consumerism

in Retailing
- Proper testing of items for safety issues
« Programming cash registers not to
accept payment for recalled goods
« Charging fair prices for goods in short
supply--Home Depot plywood example
in hurricane
- Age labeling of toys, warning labels on

goods beyond legal requirements al

4. HOW CAN WE
HELP YOU?

5. Figure A2.1 Lessons in
Service Retailing

1. Base decisions on what 6. Create and sustain a
the customer wants and strong customer service
expects from the retailer. orientation,

2. Think and act in terms of 7. Correct mistakes as they

the entire customer are uncovered and avoid
experience. failing customers twice.
en a

3. Continuously improve all PU © Empower your customers
parts of the customer ——> ¡y pes to co-produce their own
experience. os service experience.

as?
4. Employ and reward 9. Get your managers to

workers who can build lead from the front, not
customer relationships. from the top.

5. Train employees to cope 10, Treat all of your
with the emotional costs customers as if they
of service retailing. were guests.

6. ‘Timeliness & nature of people
involved in service retailing are
crucial factors

‚Service provider & customer
‘relationship is established right from
‘start

‘Services are intangible hence
‘cannot be stored while retailing
‘Service retailing cannot be
standardized as it highly depends
‘upon human entities involved
‘There is no transfer of ownership.
‘The consumer can only access the
service

Pro Nae ade Ant
ine 3

7. Examples of Service Retailers

Type of Service

Service Retail Firms

Hotels and motels
Income tax preparation

Insurance

Internet access/Elec info.

Movie theaters
Real estate
Restaurants
Truck rentals
Weight loss
Video rental
Vision centers

Hyatt, Sheraton, Marriott, Days Inn
H&R Block

Allstate, State Farm

American On-Line, CompuServe
AMC, Loews/Sony, Universal
Century 21, Coldwell Banker
TGI Friday's, Wendy's, Pizza Hut
U-Haul, Ryder

Weight Watchers, Jenny Craig
Blockbuster, Hollywood Video
Lenscrafter, Pearle

8. New Product
Information

Regular
Availability
of Products

Convenience
in Buying

Services Offered by
Retailers to Customers

Provide Credit
Facilities

Wide
Selection

After-sales
Service

9. Common customer

loyalty programs
Points-based Tier-based Mission-based

a a

Es) SH

Spend-based Subscription-based Referral-based

10. Figure 2.4 Classifying Customer

Value of
the Customer
Service to the
Shopper

Services

Cost of Offering the Customer Service

High
Patronage Builders
High-cost activities that are

the primary factors behind
customer loyalties.

Examples: transaction speed,
credit, gift registry

Disappointers

Expensive activities that do no
real good.

Examples: weekday deliveries
for two-earner families,
home economists

Low
Patronage Solidifiers

The “low-cost little
things” that increase loyalty.

Examples: courtesy (referring
to the customer by name and
saying thank you), suggestion
selling

Basics

Low-cost activities that are
“naturally expected.” They don't
build patronage, but their
absence could reduce patronage.

Examples: free parking, in-store
directories

11. enefits of Strategic Retail Planning

|. Provides thorough analysis of the requirements for
doing business for diferent types of retailers

... Qutines retailer goals

+ Allows retailer to determine how to differentiate
sell from competitors:

+ Allows retailer to develop an offering that appeals to.
a group of customers

+ Offers an analysis ol the legal, economic, and
competitive enwronment

+ Provides for tne coordination of firm’s total efforts

+ Encourages anticipation and avoidance of crises,