Download - Yata final version
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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
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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
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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
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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
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Branches
Shatin
Tai Po
San Po Kong
Tsuen Wan
Tuen Mun
Mongkok
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Project Objective
• Showing the ways that YATA provides its services
• Illustrating YATA’s benefits of good customer service
• Giving suggestions to the business
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YATA’s Benefits of Providing Good
Customer Service
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Satisfied Customers
• Exclusive benefits
– Consumers can hardly find the same products outside YATA
– Enhance customer satisfaction
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Satisfied Customers
• Diversity of trendy products
– One-stop shopping environment
• Customers can buy diversified things inside YATA
– Satisfies many youngsters & young couples
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Satisfied Customers
• Convenient
– Located at shopping malls at the center of districts
– Near MTR stations or bus terminus
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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
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Loyal Customers
• YATA Visa Card exclusive offer
– Enjoy 5% off for all items at supermarket on Mondays
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Loyal Customers
• YATA Shopping Days (5 days)
– Big sales during May & November
– Encourage people to shop in YATA at least twice a year
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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
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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)
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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
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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%
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Better Public Image
• Green concept in store
– Decoration
– Layout
– Organic food
• CEO appears in the mass media
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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”
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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)
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Mystery Shopper Analysis
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12 Mystery Shopper Assessments
• Household Department
• Fashion Department
• Supermarket
Shatin
Tai Po
Tsuen Wan
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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
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Analysis
• Enhancers
– Good product knowledge
• Shatin – Supermarket– Country of manufacture
– Customers’ feedbacks
– Customers’ repeat purchases
Enough product training
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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
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Analysis
• Detractors
– Non-active approach to customers
• No one serve me for at least 5 mins
– Affects customers’ first impression to the store
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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
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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
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Suggestion
• Keep product training to the salesperson
• Listen the customers concerns
• Role play
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Suggestion
• Extra manpower should be arranged in peak
time
• Arranging power item to put in front of the
cashiers in supermarket department
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