Personal Selling

PERSONAL SELLING STRATEGY

* Personalized concierge service

During the observation and analysis of the phenomenon, we have indentified the cause-effect relationship between hedonic shopping motive and declining trend on Thursday shopping night. In response to the correlation, personal selling strategy will be appropriate to apply to increase hedonic value for Thursday shopping night and draw customers back to shop more on this day at QVB centre.

As shoppers in hedonic retail categories associate perceived service quality with their satisfaction and value, which highlight the importance of service quality delivery in service evaluation process. Therefore, managers of QVB should focus more on service quality by encourage retails outlets improve their service quality to enhance hedonic perceived value for customers. This could be achieved though carefully selection of frontline sales people who are professional trained with expertise knowledge in term of store’s product categories and services, as well as customer interaction skills. This personalized concierge service team will apply person-to-person selling technique by approaching and assisting customer by individual, communicate and explore customer needs, wants and purchase intention, give expert advices and influence to lead customer to purchase decision. For those customers who may go for window shopping or merely browse the retails market at QVB centre, personal selling strategy still be applicable as many of purchase decision made on impulse purchase situation and with influence of frontline sales team, the probability of buying can be increased.

The core function of personal selling consists of human contact and directs communication rather than impersonal mass communication. It helps the store develop customer relationships, discover and communicate customer needs by matching the appropriate products with those needs. For shopping centre like QVB, in which the majority of the retail outlets trading...