Clothing Brand Shop Marketing &Nbsp; Sales Terminal Communication Is Still Flawed.

"Ting Mei SMS" once again pushed the integrity of TV shopping to the cusp of the waves, triggering our reconsideration of the relationship between enterprises and consumers in the new consumption mode. Whether the problems of TV shopping exist in the physical store?

Or is there any other problem that restricts consumers?

Reporters took these questions to visit the major shopping malls in Beijing.

There are still differences in the return system of physical outlets.

investigation

Although the storefront is large, it keeps a shopping scene. All the products are placed in different areas according to the price after the discount. It is convenient for customers to choose freely, and the clerks are constantly sorting out the shelves. They seem to have some machines. Only when the customers ask, will they raise their heads to look at you.

Here, the reporter met a small customer who came to return. Last week, little A saw a dress that his mother liked. It was on sale, and he bought it excitedly. But when he got home, he found that the size of the dress was not suitable, and he wanted to return it.

She explained the intention to the clerk. After carefully examining the clerk, the clerk came to the supervisor. After a serious study by the supervisor, he slowly said "give her back" and then turned away.

Although the clothes of little A were gone, but the service attitude of the shop assistants made her very cool.

Brand survey:

It is also a fast selling product. The shopping environment of these two stores is completely different. H&, M store customers are in an endless stream. The UNIQLO store environment is as simple and natural as its clothing style.

When the reporter asked whether the discount clothes could be replaced, the clerk answered readily: if you feel unsatisfied, you can replace the size or unconditional return with the shopping ticket in a month without affecting the re sale.

With such a response, customers are just like taking a reassurance, and having guaranteed shopping is a pleasant and enjoyable shopping.

Investigation brand: SCAT continues to dominate under the "Regulations".

SCAT's pink and shiny shop style is spread out among many stores, and the lovely heart shape and sexy cat image always let young girls go in.

A shop assistant enthusiastically recommends new products, but when reporters ask the same questions, the enthusiasm of the salesperson vanishes. "Now you pick it up and buy it again. Discount goods will not be replaced."

When the reporter tentatively mentioned whether this was a violation of the overlord clause, the clerk said indifferently: "we don't know this clearly. It's the company's regulation."

After that, he turned around and left. "The company's regulations" seemed to be a shield for the shopkeepers to encounter problems. Even after the explicit announcement of the terms of the overlord, more customers chose to suffer from the fear of trouble.

With the same problem, reporters visited BASICHOUSE, GUESS, ONLY, WHO.A.U and some underwear brands. 90% of the brands indicated that they could change the size of the same clothes without affecting the re sale, and more than 70% of the brands could change the sizes and return them unconditionally.

Brand store terminal communication is still blocked.

TV and online shopping have reduced the intermediate channel. This form of shopping has become a new way of shopping for the general public with its low price and convenient purchase. It also provides convenience for consumers, but also brings troubles to consumers.

What is the service situation of terminal stores?

Reporters in the above several shops played a carefully selected, repeatedly tried, before the checkout to give up the purchase of "difficult customers", before the reporter and the small A mentioned before holding two different psychological preparation, one is a salesperson's white eyes, angry or rebuke, and the other is to get the shop assistant's smile, understanding and tolerance.

The result was unexpected. All salesmen showed a homogenous attitude: indifference.

This indifferent subtext is: as you like, it has nothing to do with me.

In a sense, no attitude is more disoriented than bad attitude. A told reporters: "I do not simply like this dress, but also include the love of its brand culture and image, and the indifferent service of the shop assistant really hurt me.

I felt that God was only at the moment when I paid for it, and that God would not be with me if he wanted to return goods or other requests.

Actually, I don't want to be a God. I just want to shop with ease.