11
Jan
2013

Adapt your store experiences for the travelling Chinese

Over the past few years, we have seen many stores around the globe add Chinese speaking retail staff to the team as a means to better handle the travelling Chinese consumers, and demonstrate to them a level of respect. This of course is a good first step, but it’s not the end of the story.

Many things in China work very differently from those in the west, and consumer habits and manner are one. Just having someone speak the language may help, but it’s a little like putting a square peg in a round hole. What they also should consider doing is adapting the store experience to maximize the potential for sales and the speed at which this happens.

If the staff in store were to understand why these consumers are buying, whether it is for their own consumption, that of friends or as a gift for a business acquaintance, then they could handle the customer in a more appropriate way. By this I mean, understanding the driver for the purchase and where the value is to the purchaser.

Word of mouth being so strong in China means that happy customers speak liberally on the subject to friends and acquaintances and of course in many cases display their purchases and talk of their experiences on social media. This is PR that is worth a fortune.

Retailers that understand the Chinese travelling consumer and make minor adaptations to the way they receive and engage with them, will benefit from the ever growing volume of money spent by the worlds largest group of luxury consumers.

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