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Magazines Archives - 2007 May
Singapores GEMS service programme returns
Story 8
THE Singapore Retailers Association (SRA) has announced the second group of service leaders under its Retail Industry Mystery Shopping Programme, an initiative of the republics Go-the-Extra-Mile for Service, also known as the GEMS movement.
With a checklist that includes such service attributes as approach, appearance, ambience, assistance, attitude, acquisition and aftersales, the Mystery Shopping Programme aims to establish some service benchmarks for the nation while allowing participating companies to identify and plug any gaps in service standards.
The pilot exercise was conducted over May and June last year in the industrys department-store, fashionapparel and footwear segments.
For the recently-concluded second round, the category of Luxury Watches & Jewellery/Premium Gifts was added, bringing the total number of stores visited to 83. This time, each participating store was also able to accurately assess its performance, identify areas for improvement and indicate if it had benefited from targeted training.
The following stores earned Premium GEMS ranking this year in their respective categories: Tangs Orchard (Department Stores); Raoul (Luxury Fashion Apparel); Paint 8 (Mid-Mass Fashion Apparel); and TAG Heuer (Luxury Watches & Jewellery/Premium Gifts).
The Service GEMS recipients for 2007 were Robinsons Centrepoint, Robinsons Raffles City, Seiyu Bugis, Tangs VivoCity (Department Stores); Paul & Joe, BCBG, Versace (Luxury Fashion Apparel); GUESS Kids (Mid- Mass Fashion Apparel); and Bulgari (Luxury Watches & Jewellery/Premium Gifts).
SRA runs the Mystery Shopping Programme with the Workforce Development Agency and Beacon Consulting Pte Ltd. The association said it was encouraged by the second exercise showing marked improvement over the previous round in the areas of approach, assistance, acquisition and aftersales.
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