LC WAIKIKI SERVICE PRINCIPLES Our Purpose Informing

LC WAIKIKI SERVICE PRINCIPLES

Our Purpose Informing you about the main principles of retailing whilst providing consistency in quality of services to our customers at each store

Content Our Purpose Who’s the customer? What is the service? First Impression Outside appearence of the store Inside appearence of the store Appereance of the staff Greeting customer Communication Verbal communication Nonverbal communication Body Language

Content Additional and alternative sales Service at the till Greeting customer Duties of the cashier Customer send off After sale services Relationships within the stores

Who Is The Customer?

Who’s the Customer? CUSTOMER is defined as a person or company who buys product or a service on the purpose of trading or special reasons. Customer is the main reason of our business, the only and most significant source to whom we our strength.

Who’s the Customer? The reason of existence of every employee in the company A person who comes to you for a specific reason, expectation and need To whom you depend on but who is not dependent on you The person who pays our salaries.

What does a Customer Expect? Given promises to be kept, Feeling himself/herself valuable, Apology when necessary, Quickness in all processes, The service that makes difference

The Reasons of Losing Customers The customer may move to somewhere else %3 The customer maybe sick or passed away %1 They may be influenced of competitors’ advertisements and promotions % 7 Opening of new stores by competitors %8 Not being satisfied with the product %14 Giving bad service %65 Other reasons %2

What Is The Service?

What’s the service? Providing Customer Expectations is Going Beyond the Expectations of Customer TO BE CUSTOMER ORIENTED Being Customer Oriented is a self-service system in which store is arranged in such a way that customers can find the products they are looking for easily.

Why the Service is Important? A customer whose expectations are not provided, • Will not buy from our stores, • Will tell others about his/her discontent. Customer Service Is to create a positive impression and maintaining this.

Bad Service? The side effects of word of mouth / The customer who are dissatisfied with the service that we provide will share his memories Let’s say that we give negative service to 100 customers annually. 100 – 5 = 95 95 × 13 = 1235 × 2 = 2470

Quality Two quality types determine the customer’s idea about a specific service. ▪ Solid quality ▪ Product ▪ Store ▪ Abstract quality ▪ Service It is providing customer request and needs and presenting the most ideal service.

Our Service Principles Knowing customer request and expectations A kind and professional attitude Giving information pre and post the sale Not forgetting that we have reason of existence We must pay attention to placement of the product and transfer the products from warehouse to Salefloor immediatly

Our Service Principles General Look of the Store Service Quality The Cashiers The Return Process

Do Not Forget!!! Today’s Customer ; Expects a service which is faster, with more quality and in line with their requests. A SERVICE WHICH TAKES ONE’S GREAT EXPECTATIONS SHOULD BE PRESENTED

First Impression

The First Impression of Customer The first and most important stage of sale is the moment customer first meets store and sales assistant. At this stage the customer has a first impression of the store. If the first impression is positive then it is more likely to have positive shopping experience and vice versa.

The First Impression of Customer ü Outside appearence of the Store ü Inside appearence of the Store ü Appereance of the Staff

Outside Appearence of The Store Display window should be cleared regularly, lights should be checked, Shouldn’t go out of rules of the related department for external wall, Lay out of display window mannequins should be as VM department arranged. It should be especially checked whether windows are clean and without any stain.

Outside Appearence of The Store There shouldn’t be any boxes, rubbish, cigarette stubs etc left in front of the store. The visuals related to the special offers should be placed so that can be seen easily by the customers. The products taken from the display window when needed should be put back to their places within the shortest time and neatly.

Inside Appearance of The Store inside cleaning should be watched over and detailed cleaning shouldn’t be made when there are customers. The materials such as ladder, box etc. which can inhibit the movement of the customers should be put back to their places after usage. Cleaning and order of fitting rooms should be watched over.

Inside Appearance of The Store The products should be exhibited and grouped according to lines and brands shouldn’t be mixed with each other. Store temperature should be in line with seasonal conditions. Music played in the store shouldn’t be too loud or low-voiced and play in Accordance with defined rules. Store smell shouldn’t be unpleasant.

Appearence of the Staff Hair Care Beard Care Make-up Clothing Shoes Personal Hygiene Breath

Personal Care Hair Should be neatly dressed and presentable Exaggerated hairpins shouldn’t be used, Long hairs should be tied up so as not to prevent the work. Pencils shouldn’t be put on the hair, For dyed hairs, dying care should be made regularly.

Personal Care Beard care: Should be shaved every day. Beard should be clean and well cared for. Make up Shouldn’t be exaggerated, Some make up should be applied necessarily.

Personal Care Dress Code: LC Waikiki personnel dress should be worn, Uniform should be ironed and clean, Buttons shouldn’t be missing, Should be suitable size, Exaggerated accessories souldn’t be used, Name tag should be worn on.

Personel Care Shoes: Should be clean, shined and suitable for the dress, High heeled shoes shouldn’t be worn, The color should be suitable with the uniform, Sandals, slippers etc shouldn’t be worn.

Personal Care Body Care: Strong smelling perfumes shouldn’t be used, Should be careful about smell of sweat, Should give attention to personal cleaning within the day, If possible, should have shower before coming to work everyday.

Personal Care Your Breath: Shouldn’t smell cigarette or food, Smelling food shouldn’t be eaten, Should be careful about cleaning of teeth, Deodorants, mints etc. (Should be used during lunch and tea breaks. )

When the Customer is not in The Store Below points should be done Arrangement of Sections, Replenishment, Ensuring that all merchandise is in size order Checking alarms, label, barcodes, Cleaning (Not detailed),

When the Customer is not in The Store Below points should be done Preparing combinations, Checking light, music, airconditioning, Getting infromation about new special offers, Getting knowledge about the products.

When the Customer is not in The Store

When There is No Customer in The Store DO NOT do below mentioned!! Gathering and forming groups, A detailed cleaning, Dancing, Eating, chewing gums etc, Reading newspaper, Carrying and using cell phones, Leaning on tables, stands, Opening boxes.

When There is No Customer in The Store DO NOT!!

When There is No Customer in The Store DO NOT!!

When There is No Customer in The Store DO NOT!!

Greeting Customer

Convenient Timing to Greet the Customer The customer should be noticed and met as soon as s/he enters the store. Even if helping to another customer, the new customer should be welcome with an eye contact even though s/he is not close.

Greeting Words Not to be used Hi Come in How can i help you What’s up Brother, sister, welcome What are you looking for? Are you looking for pants? Can i help you? How much can you pay What are your needs Are there anything else you liked To be Used Welcome Hello, welcome Lady, gentleman Welcome, Mr, Madam, Misses(for the regular customers Good afternoon Good morning Happy new year / meeting according the special days

Value Your Customer No body cares about me, who should I ask for help

Value Your Customer I always: Show that I noticed the customer, Greet her/him, My focus is always my customer, Listen to them, Ask appropriate questions.

Value Your Customer I always: Make an eye contact, Show big interest, Approach without any prejudice, Care about my customer’s request, Check whether I understand correct or not.

Communication

Communication Proportions % 7 % 38 Words Tone and emphasis % 55 Body Language

Body Language Body Posture: Should be dynamic and give confidence Gestures: Should be smiling and body controlled Eye Contact: While talking, should make an eye contact Your Walking: Shouldn’t draw attention Tone of Voice: Influencing and confident voice tone should be used. Speech-Form: Jargon shouldn’t be used Appearance: Should be businesslike and clean looking.

Verbal Communication Skills Do not mix up the words and speak slowly Avoid using foreign and unnecessary words Avoid using magazinal and slang expressions Tune up the balance of your voice Use the words appropriately and clearly Build up correct, and clear statements

Looking Formal look Serious, positive, directive Socail look Between Friends Negative Look, Flirtive look Imagine that there is a triangle on forehead of the person you are in contact. If you direct your look in this area, the person understands that you are serious about doing business. You can control the interaction on condition that your looking doesn’t fall below eye level.

Use of Head Caring expression Neutral expression) Critcising expression

Distance Between People Intimate distance 0 -46 cm Personal Close Distance 46 -120 cm Social Distance 120 -350 cm General Distance in Public 350 - cm Be careful about not entering the intimate space of person you are in contact and keep the intimate distance while communicating people.

Eye Contact When eye contact is not made; It can be perceived as: I am not listened I am not paid attention to I am boring I am shy I feel guilty

The Way Of Standing

Do Not Turn Your Back to Customer -How long should I wait for you to get service!!

Show Your Attention to Customer I am bored. Just leaving to take a break) May I have your attention please! I do want to make the payment. )

Active Listening Do not interrupt the customer, Do not do something else while listening, Give customer the feeling that you give importance to listening to her/him, During the conversation, show with your actions that you understand the customer, From time to time do repetitions, Do not hear only what you want to hear,

Objections Do not be defensive upon the objections. Be solution centric Reasons of Customer Objections Physical conditions Less variety, missing sizes Price Poor service quality Maintenance, cash point, fitting rooms etc

Techniques for Absorbing the Objections Investigate the real causes of the objections Respect the customer and let them manifest their objections Do not get into any “debate” or “information contest” with the customer First listen the objections and after act in an appropriate attitude

Additional Sales Alternative Sales

Alternative Sales The Word “NO” shouldn’t be used, If there isn’t the requested product, another product which has the same function should be offered, A different option which has the same function should be offered by understanding the real need, Different model, color and design should be suggested.

Additional Sales Combination suggestions, Offering other colors from the same product, Suggesting the products that have discount and special offer, Presenting supplementary products and accessories, Suggesting gift products, Presenting trend products etc.

Service At The Till

While serving for more than one customer • First customer always has priority, • Concurrent service can be given, • Should be practical and fast, • Various methods diverting the waiting customer should be used, • They should be directed to another Sales Assistant if there is someone who can help, • Should apologise while leaving the customer,

SERVICE AT CASH DESK

Duties of Cashier Meet the customer with a smile, Remind of the payment advantages, Address the customer with his/her name, (if it is possible) Fulfil the transaction fast and faultless, Care about the product and credit card, Not blaming the customer regarding the problems in payment, Make sure that cash point is clean and tidy, Smile during the transaction, Use send off sentences.

Send-off Statements LAST IMPRESSION

Send-Off The first and last moments in sale process is very significant. Even if first impression is very good, send-off the customer «last impression» needs to be as good as first meeting.

Send-Off q Even if the customer hasn’t bought anything, send them off kindly. q While send off, you should be the first to use send off or thanking statements. q Don’t show that you are tired during send-off. q If the store is not crowded, accompany the customer in cash point and send them off till exit.

Send-off Statements That Shouldn’t be Used Come back again Bye See you again Take care of yourself Farewell brother Mock mimics Please sentences

Send-off Statements Goodbye, have a good day Hope to welcome you again Have a good weekend Congratulate for the special days Send-off via using their names

Send-Off -Thank you very much. - Use in good days.

SALES SUPPORT SERVICES

Return and Change Our policy is to conclude the reimbursement while preventing the customer to get on his nerves. Return: Customer can ask to give back the product and get the money back Change: Customer can ask to change the product You should use effort to result the return as change without annoying the customer.

Return and change situations Should be met with welcoming statements, Should make an effort to find the problems, Should give the feeling that you are on customer’s side Should be smiling, active listening “I understand you” statement should be used, Shouldn’t be angry, Shouldn’t talk as if blaming, If possible, product return should be finalized as change, Legal procedures should be explained kindly.

5 Golden Rules 1. To prepare a comfortable and enjoyable environment 2. Respect the time constraint of the customer 3. Do not act in “by definition” terms. Act according to their attitude instead 4. Show your attention to the companions of the customers 5. Serve willingly

In- store Relations Respect Friendship Honesty Business discipline Social relationships Team spirit

In- store Relations Fairness: We should never forget that our honesty is our only treasure. Faults are our faults, success is our success, store is our store. We should give particular importance to company interests within this awareness. Working Discipline: First of all, our first responsibility is to start work on time. The personnel whose shift is over shouldn’t leave without getting the permission of the manager.

In- store Relations Social Relations We see mostly our colleagues in workplace rather than our family. Common activities done out of shift hours will develop interpersonal dialogues. Mutual understanding is possible only through correct dialogues.

In- store Relations Team Spirit: While selecting the personnel, the ones inclined to team work are preffered. Each personnel has specific duties in the store but it shouldn’t be forgotten that all store personnel are the members of the same team.

Thank You… LC Waikiki International Retail Training And Development Department March 2014