25 terms

retailing chapter 12

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Terms in this set (...)

high-quality service
is a type fo service that meets or exceeds customers expectations
relationship retailing
comprises all the activities designed to attract, retain, and enhance long-term relationships with customers
customer relationship retailing
an integrated information system which uses relevant information about the customer to predict future behavior and customer manage relationships
transient customer
is an individual who is dissatisfied with the level of customer service offered at a store or stores and is seeking an alternative store with the level of customer service that he or she thinks is appropriate
Pre-transaction services
Are services provided to the customer prior to entering the store. The most common are convenient hours, ease of parking, and information aids. Each service makes it easier for the potential customer to shop or to learn of the retailer's offering.
Convenient hours
The more convenient the retailer's operating hours are to the customer, the easier it is for the customer to visit the retailer. Convenient operating hours are the most basic service that a retailer should provide to its customers
Parking
Traffic is a key driver of store profitability. That is why stores on streets or intersections with high traffic are more costly in terms of rent and purchase price. Along with traffic comes the need for easy parking for customers
Information aids
Many retailers offer information aids that help them enter into intelligent transactions. Consumers that use the web can get information about return policies, credit policies, merchandise availability, and even merchandise prices.
Transaction services
Are services provided to customers when they are in the store shopping and transacting business. The most important services are credit, layaway, gift wrapping and packaging, check cashing, gift cards, personal shopping, merchandise availability, personal selling, and the sales transaction itself.
credit
One of the most popular transaction services offered by retailers is credit. Offering credit can be of great service to the customer because it enables shopping without the need to carry large sums of money
Layaway
the customer can place a deposit on an item, and in return the retailer will hold the item for the customer for a specified period of time. Then the customer will make periodic payments on the item and can take it home when it is paid in full.
Gift Wrapping and Packaging
Customers are typically served if their purchase is properly wrapped or packaged. The service may be as simple as putting the purchase into a paper bag or as complex as packaging crystal glassware in a special shatterproof bow to prevent breakage. The retailer must match its wrapping service to the type of merchandise it carries and its image.
Check Cashing
The most basic type of check cashing allows customers to cash a check for the amount of the purchase. Most retailers now have online acceptance systems on their registers that make cash checking as easy as using a credit card
Gift cards
Many consumers continue to view gift cards as the perfect present because they are fun to receive, they make shopping easier, and consumers can use them to take advantage of after Christmas sales.
Personal Shopping
occurs when an individual who is a professional shopper performs the shopping role for another; very upscale department and specialty stores offer personal shoppers to their clients
Merchandise availability
as a service simply relates to whether the customers can easily find the items they are looking for. A customer might not be able to find an item for one of three reasons: 1. The item is out of stock
2. It is not located where the customer looks for it or
3. The customer does not know what is really needed
Sales transaction
The final service to be discussed is the transaction itself. Some discounters, seeking to invoke a positive, personal touch, made headway with a "greeter" to acknowledge customers when they enter the store. Probably the two most overlooked problems involving transaction services are having clean restrooms and minimizing dwell time, which is the amount of time a consumer must spend waiting to complete a purchase.
Post-transaction services
are services provided to customers after they have purchased merchandise or services. The most common post-transaction services are complaint handling, merchandise returns, merchandise repair, servicing, delivery, and post sale follow ups. Post-transaction services are especially important for online retailers since there usually isn't a face-to-face relationship involved; it is done via the computer.
6 factors to consider with the customer service mix
1. cost of providing service
2. retailer's characteristic
3. services offered by the competition
4. type of merchandise handled
5. price image of store
6. income of target market
predictors of how a salesperson will be
1. demographics
2. personality
3. knowledge and intelligence
4. experience
6 types of customers
1. defensive
2. interrupter
3. decisive
4. indecisive
5. sociable
6. impulsive
Prospecting
is the process of locating or identifying potential customers who have the ability and willingness to purchase your product
qualified prospect
has the ability, buying power, and willingness to make a purchase
salesperson jobs in store
1. prospecting
2. approach
3. the sales presentation
4. closing the sale
5. suggestion selling
suggestion selling
an effective salesperson continues to sell even after the sale has been completed. An additional sale is always possible. The salesperson should should find out if the customer has any other needs or if the customer knows anybody else with the needs that can be solved with the salesperson's product line