yata final version

The Evaluation on Customer Services

for YATA

Group 2

Cheng Wai Yee, Karol

Chow Yiu Hung, Jason

Lau Sze Ki, Candy

Yip Ka Tsun, Kobe

IntroductionCompany Background

Project Objective

Mystery Shopper AnalysisPhysical LocationEmployeesProduct or ServiceAtmosphere

Yata’s Benefits of Providing Good Customer Service

Satisfied CustomersLoyal CustomersMore Customers through Repeat

Business & RecommendationsIncreased SalesBetter Public ImageAn Edge over the Competition

Conclusion & Recommendations

Company Background

• YATA = “yatta” = “I made it”

• Smiling shopping bag

• Business concept: provide one-stop shopping environment to customers with fine articles for daily use

• Quality Shopping Experiences at Modern Japanese Lifestyle Department Store

Company Background

• Opening: Nov 19, 1990 (SEIYU)

• Rebranding: Apr 27, 2008 (YATA)

• YATA = “yatta” = “I made it”

• Business concept: provide one-stop shopping environment to customers with fine articles for daily use

• Quality Shopping Experiences at Modern Japanese Lifestyle Department Store

Branches

Shatin

Tai Po

San Po Kong

Tsuen Wan

Tuen Mun

Mongkok

Project Objective

• Showing the ways that YATA provides its services

• Illustrating YATA’s benefits of good customer service

• Giving suggestions to the business

YATA’s Benefits of Providing Good

Customer Service

Satisfied Customers

• Exclusive benefits

– Consumers can hardly find the same products outside YATA

– Enhance customer satisfaction

Satisfied Customers

• Diversity of trendy products

– One-stop shopping environment

• Customers can buy diversified things inside YATA

– Satisfies many youngsters & young couples

Satisfied Customers

• Convenient

– Located at shopping malls at the center of districts

– Near MTR stations or bus terminus

Satisfied Customers

• Extraordinary servicesFree rental of First-aid kit &

Sewing supplies

Complimentary Gift Wrapping

Service

Worry-free shopping Free

Storage

YATA Gift Voucher

7-day Return & Exchange

Guarantee

Free delivery

Baby-care room

Foreign Currencies & HKD

coins Exchange Services

Free Alternation for

Clothes

Baby Restaurant

Loyal Customers

• YATA Visa Card exclusive offer

– Enjoy 5% off for all items at supermarket on Mondays

Loyal Customers

• YATA Shopping Days (5 days)

– Big sales during May & November

– Encourage people to shop in YATA at least twice a year

More Customers through Repeat Business & Recommendations

• YATA Visa Card exclusive offer during YATA Shopping Days

– Get a free umbrella when spending ≥$1600

– Get a free $50 coupon when spending ≥$2000

More Customers through Repeat Business & Recommendations

• Unique baby servicesFree rental of First-aid kit &

Sewing supplies

Complimentary Gift Wrapping

Service

Worry-free shopping Free

Storage

YATA Gift Voucher

7-day Return & Exchange

Guarantee

Free delivery

Baby-care room

Foreign Currencies & HKD

coins Exchange Services

Free Alternation for

Clothes

Baby Restaurant

BB-care Room offers

free baby care

facilities like cribs

and nursery rooms.

(We also provide

diapers, boiled water

and wet tissues in

Shatin Store)

Free rental of First-aid kit &

Sewing supplies

Complimentary Gift Wrapping

Service

Worry-free shopping Free

Storage

YATA Gift Voucher

7-day Return & Exchange

Guarantee

Free delivery

Baby-care room

Foreign Currencies & HKD

coins Exchange Services

Free Alternation for

Clothes

Baby Restaurant

Decorated with

specially-

designed cushion

seats, BB

Restaurant offers

delicious, cute-

looking weaning

food menu.

More Customers through Repeat Business & Recommendations

• Unique baby services

Increased Sales

• YATA Shopping Days

– Increases some departments’ sales 20 – 40% (compare with last year)

– Promotions help increase the yield of sales at around 3 – 4%

Better Public Image

• Green concept in store

– Decoration

– Layout

– Organic food

• CEO appears in the mass media

An Edge over the Competition

• Knowing the fact that Japanese style department stores is famous in HK

– Large-scale renovation & rebranded in 2008

– Provides dedicated services & comfortable shopping space

– Let customers enjoy “Quality Shopping at Modern Japanese Lifestyle Department Store”

An Edge over the Competition

• Located at convenient places

– Customers can shop there easily

• Target customers:

– Local customers with high purchasing power

– Not tourists (like Sogo)

Mystery Shopper Analysis

12 Mystery Shopper Assessments

• Household Department

• Fashion Department

• Supermarket

Shatin

Tai Po

Tsuen Wan

Retail Selling Cycle

Steps Comments

1 Approach the Customer Need to Improve

2 Gather Information Ordinary

3 Apply Product Knowledge Excellent

4 Sell the Benefits to Customers Excellent

5 Overcome Objections Need to Improve

6 Close the Sale Ordinary

7 Maximize Sales Opportunities Need to Improve

8 After Sales Services Ordinary

Analysis

• Enhancers

– Good product knowledge

• Shatin – Supermarket– Country of manufacture

– Customers’ feedbacks

– Customers’ repeat purchases

Enough product training

Analysis

• Enhancers

– Well-trained salespeople

• Benefits of wine to customers

• Let customers smell & taste the wine

• Sell the wine in an emotional way– Candlelight dinner – romantic

Analysis

• Detractors

– Non-active approach to customers

• No one serve me for at least 5 mins

– Affects customers’ first impression to the store

Conclusion

• YATA puts great effort on training its staff with FAB selling techniques

• Salespeople follow the “SELL Sequence”

– Showing the feature

– Explaining the advantages

– Leading into benefits

– Let the customer talk

Conclusion

• Half of them salesperson had to greet or

approach the customer

• Sales person did not try to handle the

objections from the customers

• YATA did not try to maximize the sales

opportunities after closing the sales

Suggestion

• Keep product training to the salesperson

• Listen the customers concerns

• Role play

Suggestion

• Extra manpower should be arranged in peak

time

• Arranging power item to put in front of the

cashiers in supermarket department