In the underwear industry where the brand competition is aggravating, one-way communication of brand information and provision of products to customers has made it difficult to maintain customer loyalty and make it difficult for the brand to bring sustainable competitive advantage. Therefore, to narrow the distance with customers, to enhance two-way communication with customers, to continuously understand and analyze the customer's true feelings and needs of the brand, will gradually become an important issue.
In Shenzhen bamboo Lin Lan Zhuoli store try to carry out "customer depth communication" activities, it is based on the above ideas and expand. Communication first start from the terminal: Shopping guide In addition to helping customers buy products, but also take the initiative to ask customers whether there are problems related to underwear and through the provision of value-added services. In addition to questions, shopping guide enthusiasm invited customers to participate in "Lan Zhuoli confident beautiful" underwear experience sharing. In this sharing session, colleagues in the product department and training department will interact with each other on the most interested customers and explore the real needs of customers during the process of answering questions and answers.
Whether it is in-store exchange or experience sharing, will be in the bamboo forest community in Shenzhen this "experimental field" in the long-term, continuous development, business department colleagues in various departments, but also will be more frequently joined with customers in direct communication. Lan Zhuoli Division plans to loyal customers to gather in a certain number of hours, the opening of the "Bamboo Forest Community underwear Forum", through the loyalty of customers spread the word of mouth to expand the customer base to participate in interactive exchanges, Lan Zhuolai to establish a normalized customer Communication platform to continuously acquire first-hand demand information from the market and enhance the brand influence of Lan Zhuoli at low cost. Through the actual operation of the groping adjustment achieved some success, Lan Zhuoli Division will gradually expand the coverage of the platform, from Zhuzilin to Shenzhen, Guangdong and even the whole country, so that in promoting the growth of Lan Zhuoli brand, and gradually play an important effect.
At the event, product department and training department colleagues regularly to the store as a shopping guide,
Face to face with customers to communicate, feel and capture first-hand information from customers.
Event introduction and image POP combine to attract customers' attention, meanwhile convey the activity information to customers.