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We want to hear from YOU! Tell us what our customers really want 11 th November 2009. Objectives. To find out how well we know our customers.
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We want to hear from YOU! Tell us what our customers really want 11th November 2009
Objectives • To find out how well we know our customers. • To further enhance in-store customer experience, thereby maximizing customer satisfaction so as to increase sales volume, profitability & productivity • To understand what our shoppers want and examine their feasibility • To determine what can help us make a difference in our service offerings in other to wow our customers • To stay on top of our business by being competitive in our service offerings to our shoppers to keep them coming back.
Question 1 What 3 wishes do you think our shoppers would like to receive from us?
What are the top 3 shopping wishes that you think our shoppers would like to receive from Metro?
What are the top 3 shopping wishes would you like to receive from Metro?
Question 2 So many deals out there. What do you think is more important to our shoppers? Hard benefits vs Soft benefits
There are so many offers and deals out there. Generally, what do you think is more important to our shoppers?
Question 3 Here’s a list of 8 general offers. Please rate how attractive you think they are to our shoppers. • (1 being the least attractive to 5 being the most attractive) • Contest • Sure-Win Lucky Dip • Free Gifts • Buy 1, Get 1 Free • Purchase-with-Purchase • Midnight Shopping • Storewide 20% • Special Buys (offer prices)
Question 4 There are many gift-with-purchase (GWP) offers out there. Please rate how attractive they are to you. (1 being the least attractive to 5 being the most attractive) Cosmetics & Fragrances sample kits Skin care sample kits Movie vouchers Shopping vouchers F & B vouchers Electrical Appliances IT gadgets Others (Please specify what you want that is not stated in the list)
Question 5 If there is a lucky draw / contest, what prizes would you like to win or would attract you to participate? Please tell us your top 3 fancied prizes.
Question 6 For Special Buy offers (items at special prices), please tick from the list below up to 5 types of products that you think will attract our shoppers. Cosmetics & Fragrances Ladies’ Apparel Ladies’ Accessories Ladies’ Shoes Ladies’ Bags Men’s Apparel Men’s Accessories Men’s Shoes Household Homelinen Toy Children’s Apparel Children’s Accessories Children’s Shoes None of the above
Question 7 List the services that you think know Metro has…..
Question 8 Besides the services that you have listed for Question 7, what other services do you think would attract our shoppers?
“Free parking for customers’ convenience” “Online shopping” “Birthday gifts for Metro Cardmembers” “Childcare services” “Free coffee for shoppers on every Sunday” “Nursing room” “Mini café” “Follow-up service” “Money changer” “Express delivery” “Dry cleaning” “Improve staff’s knowledge on products & promotions” “Massage area”
Question 9 This survey is coming to an end. Besides what we have discussed so far, how else do you think we can enhance our customers’ shopping experiences? This can be in the form of non-sales related offerings, value-added services or in-store design / layout.
“Place more seats in the stores.” “To have a sports department” “Place some refreshments like sweets at every cashier counter.” “A resting room for our shoppers” “We don’t have dustbins on selling floor, not very convenient for our shoppers” “To have Chinese signages” “Improve staff’s English” “More new fixtures & displays.” “More fitting rooms & more mirrors in the stores” “Fashion / make-up workshops”
Summary • Findings are consistent throughout, serves more as to reaffirm our knowledge • Wish • Savings in the forms of discounts, vouchers (Metro vouchers and general shopping vouchers are top), Buy 1, Get 1 Free, Special Buys • Extra value in the forms of Free Gifts • Money: Cash, Rebate • GWP • Similar Savings as above • In fact, F & B vouchers are also one of the gifts that our selling floor staff thinks our shoppers would favor. • IT Gadgets and Electronic Appliances are next favored • Prizes • Holidays and Cash are most favored, followed by Shopping Vouchers and Car. • Few big ticket items mainly Cars, Condos and LCD TV • Hard benefits, like cash / holidays / shopping vouchers / car are still the key driver to encourage footfall and spend • Contest / lucky draw and Midnight shopping are amongst the least attractive promotion offers.
Summary • Generally, C & F, ladies’ shoes & bags and Household products are most favored for special buys. • More brands, variety and trendy merchandise • Store environment • Long Q during sales and customer service is a big concern, raised by many across the lists • More seats, resting areas. • To have childcare services & nursing room • Layout design to improve – new fixtures & new displays • Metro Value Added Services must be improved in terms of awareness • A lot of staff did not mention Metro Shoppers Cheque / Metro Gift Vouchers / Metro Gift Cards, perhaps because they did not view them as services. • The top services that our staff mentioned are free home delivery with a minimum of $100 nett spend, gift wrap, alteration & exchange policy. • It appears that many of our staff do not know that we have the personal shopper service at Metro Paragon.
