The new concept of home store is driven by passive change to actively move customers

Due to the existence of the 3.15 complex, every year in March, everyone will focus on the consumer rights of all walks of life. At the same time, March is also a great opportunity for many merchants to introduce new "cage" consumers. Today's Jimo home furnishing industry is very competitive. In the interview, people in the industry have said that consumers need not only the quality of products, but also the pre-sale and after-sales thoughtful and considerate service, the warm shopping environment, etc., which has become a home store. Consensus. In order to adapt to the changes and demands of the market, many merchants have made appropriate adjustments to the brands they operate, and launched a series of preferential activities to increase their strong weight for the market for rigid demand.

Keyword 1: After sales service

Move from passive to active, moving customers

“When buying furniture and building materials, what are the most concerned consumers of Jimo?” In the interview, the heads of many home stores all had a unified voice, “buy peace of mind” and “buy happy”. They believe that in addition to product quality, product pre-consultation, post-distribution, maintenance and other services, consumers are increasingly valued. Brand companies are constantly improving the quality of products and services when they meet consumer requirements, spurring the progress of the industry.

“No matter which industry, many consumers will have a feeling: before you buy, you are God. After the purchase, if there is a problem with the goods, then you are no longer a god.” Li Lanqiu, general manager of Fukes Home Store, said frankly, Avoid this phenomenon in the store, and always instruct the purchaser of the "customer is God for a lifetime" concept. Household products are durable goods, not just for sale and sales, home products need early design, measurement, mid-term delivery, installation and after-sales service for a long time, whether the business can shoulder the heavy responsibility of this series, It has become a point that consumers value very much. Therefore, in the aspect of after-sales service, the store should also pay equal attention to it, so that it can not only add impressions, but also add propaganda points.

"A lot of people think that after-sales service is a problem for customers, and they can find it again, but if you want to truly achieve the consumer's heart, after-sales service should take the initiative and do your homework." Li Lanqiu gave the reporter such an example. A shopping guide found that the coffee table in the store (the coffee table decoration renderings) (the coffee table decoration renderings) had cracks, but she was not sure whether it was caused by human factors or was shipped from the factory, and she just sold it a few days ago. Out of such a coffee table, she called the customer's phone and asked the customer if the coffee table was cracked. Although at the end of the day, the customer did not find any problem with his coffee table, but the phone of the shopping guide brought infinite touch to the customer.

Keyword 2: Shopping environment

Upgrading and refreshing, refreshing

The upgrade of the shopping environment has become another key word for the home market to break through. Winter warm and cool summer, large shopping space, escalators, freight elevators, large central air conditioning, these seem to have become the basic requirements of consumers for the large home store environment. Compared with the local home furnishing markets of Jimo in the past, the Haibo homes that settled in Jimo last year are undoubtedly a model of the shopping environment. Many citizens, even if they do not have consumer needs, are willing to go shopping at Haibo Home. The dazzling and stylish products are pleasing to the eye. In such an environment, the mood is naturally good, and suddenly the desire to shop is also common.

In order to improve the shopping environment, Shengdiya Home Building Materials Plaza is also constantly changing. Sun Shuguang, general manager of Shengdiya Home Building Materials Plaza, told reporters that last year, Shengdiya Home Building Materials Plaza drastically transformed the internal environment, and the overall appearance image has also been greatly improved. The operating area has increased from 40,000 square meters to 45,000 square meters. . On the west side of the square compound, a ceramic sanitary ware with an area of ​​nearly 6,000 square meters has been built, and more than 20 ceramic sanitary ware brands have been assembled. It is planned to open the door in May. The second floor of the Ceramic Sanitary City will also be built into a home experience pavilion, from furniture, building materials, home appliances, one-stop purchase. At the same time, in the Telford Building at the intersection of Heshan Road and Yanqing First Class Road, a large-scale Continental Express Home Experience Hall with an area of ​​over 4,000 square meters is currently under construction.

Keyword 3: Marketing Strategy

Transforming the pattern and innovating

Spring is the peak season for decoration, and it is the profit sprint node of the home store. The reporter learned that many building materials brands, home stores, home improvement companies and other businesses have targeted this node to launch large-scale promotions, trying to stimulate the market and seize market share. "Brand CEO signing sale", "shopping and letting", "group buying and bargaining", "factory building materials zero yuan purchase", "factory direct sales" ... one year count, whether it is traditional festivals, foreign festivals, or the rise in recent years The "Shantou Festival", home stores can always launch a series of promotional activities. There are as many as twenty or thirty promotions in a single store or brand during the year, and the sales trend of “傍傍” is increasingly prominent.

However, as many consumers have reported, even if it is not a major node, many stores will launch special promotions, which makes consumers numb to the promotion. In response to such situations, industry insiders said that it depends on whether the promotion activities allow consumers to really save money. Many savvy consumers will copy the price of the home products they want to buy in advance, and only when they want to sell.

The home store and the resident merchants are dependent on each other. Therefore, most of the merchants expressed their willingness to participate in the various measures to stimulate the market. “Before the store was very strong, waiting for consumers to come to the door, considering that consumers are already eccentric about traditional marketing methods, now this attitude should be flexible.” Li Lanqiu told reporters, for example, Fuchs home store uses community marketing strategy , set up a special team to deepen the real estate and community, from the opening of new real estate, home decoration, purchase of household products to after-sales service one-stop; from March 15 to May 5, the first floor of the building materials pavilion launched a double sweepstakes A lottery ticket can enjoy two lucky draws; from April to October, the first floor building materials hall will launch a "night banquet" every Saturday from 18:00 to 21:00, each brand has a surprise price, outside The plaza will also play movies for free, while shopping and not forgetting to entertain.

In addition, the Santa Fe Home Building Materials Plaza launched the “Home Decoration Festival” from March 15th to 17th, and the “Home Culture Festival” in April. Through a series of cultural communication activities, the concept of correct and healthy home is spread to consumers, reminding consumers of consumption. Beware of low-cost traps, teach consumers how to identify environmentally friendly home products, and advocate a healthy home concept. At the same time, manufacturers of related products will actively participate in the exhibition, each launching special promotional items for profit-making sales.

Keyword 4: Institutional guarantee

Strict, perfect, and enhance execution

At present, there are many merchants in the Jimo home furnishing industry, ranging from comprehensive stores to professional stores. But regardless of the size, there are hundreds of brands, thousands of them, and tens of thousands of products. This will inevitably lead to the existence of service or quality problems in individual businesses, such as delays in delivery, unclear price, shoddy, and environmental protection. In the event of quality or service problems, it is particularly important that the store has perfect after-sales service measures and implementation.

In this regard, Sun Boyuan, general manager of Haibo Home Jimo Store, said that it has been 15 years since the opening of Haibo Home's first store in Qingdao. Currently, it has six large chain home shopping malls with a total area of ​​nearly 300,000 square meters. It is a leading home shopping mall in terms of area, scale, category and grade of Shandong Peninsula. It has a complete management system, including shop selection, product quality, after-sales service and personnel management. In terms of the screening system for entering the store, for each brand and product that is stationed in Haibo Home, according to different materials, at least 10 or more procedures are required to check the products. Only the well-known brands with “good brand quality and excellent service” are qualified. Enter Haibo home chain store.

At the same time, Haibo Home has also set up a consumer after-sales service station. The Jimo store has a total of 4 staff members who are responsible for handling customer complaints, ensuring that all questions are answered and will not be lost. “More importantly, we require various stores. Before buying, we first sign the “Qingdao Furniture Sales Contract” in a unified format, and we have established strict implementation rules according to the principle of “slanting to consumers”. The problem is that the consumer provides the contract, and the mall will come forward to solve the problem and protect the rights of the consumer to the utmost extent."