Hangzhou Department Store VIP Service Experience: It'S Not Easy To Say Love You.

< p > > a href= "//www.sjfzxm.com/" > Hangzhou < /a > there are so many department stores and shopping centers. How many VIP cards have you got on your hands? For this problem, we made a small survey on 20 friends around last weekend, only half of them had two or more VIP cards, others had only one or no VIP cards, and asked why, 90% of the answers were: "VIP cards are useless at all, why do they do it?"

< p > VIP, Chinese means "very important person". This identity symbol was born in the business rule of "customer is God", which makes people expect more and more easily get into embarrassment.

This period of business experience, we have to see, become a department store VIP guests, in the end can enjoy what kind of special treatment.

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< p > < strong > > a href= "//www.sjfzxm.com/" > experience < /a > < /strong > /p >

< p > < strong > groove point 1: scare the death card charge: the Mixc: 50 yuan / Zhang < /strong > /p >

< p > reporter has investigated the VIP card application method of the major department stores and shopping centers in Hangzhou, and found that except for the "no threshold" of all the stores of Yintai department, they can handle free of charge. Most other shopping malls require full consumption or pay a "labor cost" before they can be processed.

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< p > first, let's talk about the condition of full consumption. The standards of different shopping malls are different. For example, the 100% demand for "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "consumption is 1000 yuan, and the Mixc requires consumption of 2000 yuan on that day or consumption of 10000 yuan in that month.

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< p > compared with consumers who do not reach the designated consumption quota of shopping malls, the direct payment of labor cost is much more convenient.

The most expensive "labor cost" is the Mixc, which costs 50 yuan / Zhang, followed by Hangzhou Tower and Jie Bai, all charged 30 yuan / Zhang.

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< p > < strong > groove two: get a discount by VIP card. Too tired! < /strong > /p >

< p > "this cabinet will not accept VIP card discount."

At the major department stores and shopping centers in Hangzhou, many of the counters set up such a sign and told you haughtidly that they did not participate in the activities of the shopping mall.

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< p > "there is no discount either. There is no discount. I really don't know what this VIP card means."

Xiaomei, a 27 year old white-collar worker, said she had worked in Hangzhou for nearly 4 years, and she had accumulated a lot of VIP cards in shopping malls.

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< p > reporter compared the VIP preferential rules of Hangzhou Tower, Yintai, Jie Bai and other shopping malls, and found that ordinary VIP card customers can enjoy 5% off discount on "special merchants" shopping, but many commodity categories, such as cosmetics, gold jewelry and so on, are excluded from "special merchants".

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"P >" holidays, shopping malls women often engage in activities, whether it is a direct discount or "full to reduce", which discount rate is not larger than 5% off? "Xiaomei said, she basically rarely buy the dress of the price, are taking advantage of the discount," want to rely on VIP card to point discount, too tired.

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< p > strong > groove point three: < a href= "//www.sjfzxm.com/" > integral < /a > become chicken ribs, exchange gift is not attractive. < /strong > /p >

< p > apart from the discount, another advantage of the VIP card advertised by the mall is "integral". Most consumers are confused about the conversion rules.

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"P >" cosmetics goods, ordinary goods, every consumption of five yuan product a point; luxury goods, watches and jewelry goods, household appliances, household appliances, food products, every consumption of ten yuan product a little; furniture household goods, every consumption of twenty yuan product a little... "

This is part of the VIP card integration rule in a shopping mall. Although the shopping mall is clearly explained by heart, this clause has a large series, but it makes the readers feel tired.

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< p > there are many consumers who are randomly interviewed by reporters, who do not know clearly or care about the rules of their VIP cards.

Miss Yan said consumers.

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< p > < strong > groove point four: nearly 80% VIP service, ordinary guests also enjoy < /strong > /p >

< p > in the experience, we find that when the store handles VIP cards, it will promise a series of VIP services. Then, how many of these shopping malls are printed in the VIP manual, and how many of them are truly VIP exclusive?

< p > we came to the VIP customer service center on the 7 floor of Yintai department store. We learned that after becoming a VIP guest, we can enjoy 36 VIP services, including < a target= _blank href= "//www.sjfzxm.com/" > dress > /a > modification, nursery room, newspaper lending, candy snacks, etc.

However, after careful study, we found that there are 27 items in these 36 projects, which can also be enjoyed by non VIP guests, such as clock maintenance, broadcast search, arrival notice, etc.

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< p > not only that, in actual experience, we found many VIP service items, but ordinary VIP guests did not enjoy them.

For example, the "reserved parking" service of Yintai department store is also included in the VIP service, but it only aims at platinum card customers instead of ordinary VIP card guests.

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< p > < strong > groove point five: sorry, VIP parking is not privileged < /strong > /p >

< p > we have experienced several VIP services in shopping malls. We find that many shopping malls do not have the privilege of parking on VIP.

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< p > the customer service consultant at Yinlin general store of Yintai department tells us that parking can not be enjoyed at Yintai's ordinary VIP card. "Shopping for 500 yuan can be free for two hours."

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< p > the same happens in Hangzhou Tower.

The ordinary VIP guests of Hangzhou Tower can not enjoy the parking fee waiver either. The privilege that VIP guests can get on parking is "parking on behalf of customers". If there is no parking, VIP guests can leave the car to the building staff and they will park your car for you.

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VIP guests in P > the Mixc are slightly lucky. From Monday to Thursday, they can get the privilege of free parking for two hours in the Mixc. It is "slightly" because the privilege will be canceled on Friday, Saturday and Saturday.

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< p > < strong > experience analysis < /strong > < /p >

< p > since "useless", why do department stores like to let you do cards? < /p >

< p > < strong > Cari hides the secret of big data < /strong > /p >

< p > many people will be asked two questions when they pay for a department store. One is "Miss, do you have VIP card?" and another is "do you need to run a"? "/p".

< p > although many people think that the use of VIP card is not large, the department store still spares no effort to expand its VIP customer base.

To what extent can VIP customers expand in department stores? For example, the number of online VIP in Yintai group has reached 5 million people, and there are about 1 million 600 thousand people in offline stores. This data is very large.

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< p > "customer data is very important to us. We need to know what they like at any time."

The customer manager of a shopping mall said.

Perhaps you are required to fill in the ID card number, cell phone number and other information when you handle the VIP card. You will not think that these materials are the most sought after from department stores. The department stores are laying a large number of VIP customers to improve the accuracy of big data analysis and the stickiness of users.

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< p > through the analysis of big data, department stores can master the proportion of men and women and the consumption of unit price, so that they can make a decision on what commodity to put in the most prominent position on the first floor, which is the easiest way to promote sales.

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< p > < strong > stick to ordinary VIP. Now it is more important to department stores. < /strong > /p >

< p > in addition to big data analysis, the overall situation of the general merchandise industry is grim, so that a series of business laws have been rewritten. In the future, ordinary VIP customers will become more and more important for department stores.

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< p > the famous "28 theory" in the retail industry refers to the decisive role of 20% high-end customers in the sales of the whole department store.

However, when the economic environment is bad, the 20% will be like hibernating, and the original consumption will be strong. At this time, the remaining 80% will be very important.

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< p > 80%, which refers to the large number of customers holding ordinary VIP cards.

Hangzhou City department store has been busy doing "mid - and half price" annual celebration activities. Such a big promotion day, almost all the main consumers rely on ordinary VIP customers to support.

From the perspective of VIP services, perhaps more practical privileged services can arouse more VIP customers' dependence on and trust in department stores.

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