Magazines Archives - 2010 February

Outstanding customer service equates a great shopping experience
Story 6 - Focus

Success in the hyper-competitive world of retail ultimately goes to those who can provide customers
with the best shopping experience.

It is that elusive mix of mall or store aesthetics, knowledgeable and helpful frontliners, convenience and product selection that makes customers choose one retail establishment over another.

Most malls, after all, sell practically the same products. Therefore, the challenge for malls and department stores is to offer discriminating buyers something different … something more than what
they expect.

As far as the upscale Rustan Department Store is concerned, it has just what its elite customers are looking for, and more. Rustan recently made changes in its store layout and merchandise selection to keep up with the evolving tastes of its clientele. These include the renovation of customer lounging areas, fitting rooms and improved concierge services.

“We have also improved our merchandise assortment to bring the latest fashion and trends for our customers. Because we also understand our customers’ busy schedule, we have introduced
mobile mall, which means our customers can now shop via their mobile phones for their convenience,” says Rustan in a statement.

The retailer realises, however, that all these improvements would be for naught if its staff are not motivated enough to go the extra mile for Rustan customers. Thus, Rustan invests in the continuous development of its professional staff.

To view full story, get a copy of Retail Asia. To subscribe, please download the subscription form from http://www.retailasiaonline.com/subscription.html