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Análisis De La Implementación Del Nuevo Modelo De Servicio "fast Fashion" En Tiendas Por Departamento Y Su Impacto En La Experiencia De Compra De Los Clientes
| Content Provider | Semantic Scholar |
|---|---|
| Author | Inostroza, Huerta Alfredo, Alex |
| Copyright Year | 2016 |
| Abstract | According to the Centre for Retail studies of the University of Chile, when it comes to Retail, refers to the trade which is carried out in detail, i.e. when companies sell directly to final consumers through various formats. The big chains have achieved a level of indisputable importance, much of it due to the concern of companies improve their processes in the face of customer, investing much of their resources to implement both quantitative and qualitative methodologies to understand consumers and their needs. (CERET, 2015). Retail is characterized by the high level of operations, ongoing relationship with customers, dynamism in the points of sale, variety of items that are mostly considered "commodities", i.e., generic, basic and undifferentiated products among varieties that qualifies it as one of the most complex industries in terms of loyalty. In this context, it is important to remember that they are facing a new type of consumers, which are characterized by being attached to communication tools and new technologies, are witnessing the era of consumers with character, participatory, informed, connected, assets, with a global thinking, demanding, linked to social networks and digital media, looking for custom products, moments and shared experiences. On this last point, the final decision rests largely by comments from friends, relatives or people common they have the same needs, desires and expectations about a particular product or service. One way or another retail customer always manages to have an experience of purchase, which clearly can be very diverse. What is relevant in this regard is qualify and interpret these experiences, so that the organization can make decisions that are in the same direction as its key strategic objectives. The implementation of a new model in department stores, aimed at the selfservice, is an attractive strategy to analyze, since it is a gradual change that retail stores have been validated and implemented in Chile, due in large part to the analysis of results obtained in developed countries, to successful business models like the Zara brand and a new competitive vision that fits to the observed changes in the market. The new care system aims to change the figure of comprehensive seller to a clerk, which has features and very different responsibilities in what refers to the relationship with the client. The first addresses the customer advising within a highly personalized and providing the purchase decision process. The second, according to informal data collected in store, has as main objective the replenishment of merchandise and display of products at the point of sale, without having more contact with the end customer, which can impact the shopping experience if it is not defined and studied well the profile of the clerk and put it in the center of the strategic business decision to the needs of its customers, not only in terms of rational but also emotional. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://repositorio.usm.cl/bitstream/handle/11673/23436/3560900257220UTFSM.pdf?isAllowed=y&sequence=1 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
