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Payless Service Blueprint Payless Shoe Source is a discount footwear retailer with over 4, retail stores in 15 countries. This company does not only focus on providing different fashion possibilities for the family at a great price, but distinguishes themselves by offering an engaging, easy-to-shop experience and outstanding customer service.
Our group chose this company to blueprint because it has a very elaborate customer service process. In addition, one of our group members works in this company and therefore, it would be easier to grasp an in depth understanding of the service process and be able to have easier access to all the information we needed.
When shopping at the store, the customer goes through five different steps in Personalizing productivity essay shopping Personalizing productivity essay. Enter, Browse, Try-on, Check-out, and Walk-out. Once they park, the first thing they see on the store is big posters on the windows.
The store always has advertisements on the windows to show customers what sales they have going on during that time. The sale posters alone can influence a customer to walk in the store and that alone can make a customer walk in the store with certain expectations, such as prices and brands.
As the customer walks in the store, the Enter stage begins. Payless Shoesource as the name says it, is mainly to shop for shoes, but all these extra items that the customers come across in their shopping experience influence a customer who initially went in for a pair of shoes to walk out with two or three extra items, or ccessories they might not even need or did not realize they needed.
Once the lobby area has been viewed, the customers are offered assistance and are directed to their size. This is where the Browse stage begins. The aisles containing the shoes should be well-organized, put in correct order by size and department, and should be color-coded.
This helps the customer and employees to find things easier. In this stage of the customer journey, an associate approaches the customer and initiates interaction.
The associate then suggests the customer styles for them to try on and helps them find the right size.
Furthermore, in this stage the associate also ensures that the customer understands the promotion that the store has in case they were not yet given that information at the Enter stage. If a certain style is not found in the aisles, the associate checks the inventory system support process with a handheld computer device called a scanner.
With this device the associate can check inventory, prices, and in what other payless locations the shoe is in stock. This allows the employees to give a faster and more accurate service. After the customer begins trying on shoes, the associate goes back to check on the customer and delivers the critical actions for the try-on stage.
This stage is very important because the company has determined that sixty-four percent of customers who try on shoes make a purchase.
The associate begins by complementing their selection. This can change the sixty-six percent to eighty-eight after a customer receives follow-up.
The associate then offers the customer a second style or a matching accessory to increase the units per transaction. Once the customer picks the products they want to buy, the associate offers to take the shoes to the registers which are at the front of the store, where the Check-out stage begins.
In the beginning of the transaction a customer is asked for personal information such as name, address, and email address that is input in to the registration system in the support process.
This data is stored and used for marketing purposes and comes up every time the customer shops in the store, allowing for a more personalized service. The cashier then proceeds by checking that the correct shoe mates are taken.
This is done verbally to reassure that the customer is taking what they want and to avoid any returns. Underneath the registers, are shoelaces and shoe care merchandise for the customer to purchase at last minute.
In the Check-out stage, these items are offered by the cashier because the company determined that one out of five attempts to sell additional items at the register is successful.
The shoe care merchandiser influences the customers experience because they are strategically placed to create additional needs to consumers, making them purchase at the last minute.
This helps the company, but it also satisfies the customer because they now have an item that can improve the life of their product. Finally, the customer is thanked and invited back. The last stage of the customer journey is the Walk-Out stage. This is whenever a customer is leaving the store without making a purchase.
If not, they give the customer a reason to come back by informing them of an upcoming promotion or the day new shipment arrives.
There are three different types we can identify. The first bottleneck is the handling of uncooperative customers. Customer participation is crucial in effectively delivering all aspects of the service delivery the company wishes to give all of its customers.
If they are explaining the current promotion to the customer, but a customer refuses to respond to the employees help by not listening to them, then this part of the service deliver creates a fail point if the associate gives up or it makes the process slow down is the associate later attempts to explain the same information once again during a different stage, to avoid the customer arriving at the register not understanding the promotion.
The purpose of doing this is to allow the associates to interact with the children as well as the parents in order to create a pleasurable experience for the whole family.What is Product Placement.
Product placement is a frequently used form of marketing communication in recent times (Akkan, ). However, product placement is primarily a contradiction between the brand / product concept. In addition to being a product being placed, some authors argue that the place actually is .
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