This is my assignment for Understanding Retailing, Unit 29 Level 3 BTEC Business. This is the work I did to achieve Pass 3, Merit 3 and Disctinction 2.
Next is a clothing retailer which uses several customer service practices. These include:
Advice / guidance
Next provides their customers with advice and guidance on clothes in the store in a variety of
ways. Mannequins in the store wear clothes which make an outfit, this helps customers see
what clothes go well together which can be especially helpful if they plan on buying one item of
clothing the mannequin was wearing and are unsure what to buy with it. There are also images
in the stores of models wearing outfits, which has a similar effect as the mannequins in helping
give the customer guidance on outfits. Staff working in Next have to wear clothes from the store
and have product knowledge, so customers are able to ask staff advice on clothing and what to
wear, as well as being able to ask where a particular product is. Next gives this advice and
guidance to help their customers and also to persuade them to buy more, which will increase
the company’s profits overall, and this good customer service will encourage customers to
return.
Merchandising of stock
Next display their stock tidily and neatly, they tend to have clothes on hangers rather than
folded up on tables like in other clothing retailers such as Primark. This helps to make the store
look tidy and therefore better quality, giving the customer a better experience as it is easier to
find products when they are not in a mess or on the floor. Having their stock in tidy and good
displays can give customers a better experience which will encourage them to return and not
have a negative impression of the store.
Aftercare
Aftercare is what is provided after the purchase, for example returns, repairs and
replacements. Next allows customers up to 14 days to return items they have purchased, either
for free at a Next store or by courier, this allows customers 2 weeks in case they change their
mind or find a fault with the product. This is necessary because it ensures the customer is able
to be content with the product they have paid for and have a good experience even after the
purchase, making it more likely for customers to return and buy again because they know they
will be looked after and helped even after the purchase.
Upselling
Upselling is where the seller tries to sell the customer additional related products to make a
larger sell. Upselling is done in a few different ways in Next stores. For example, you can have
an item gift wrapped for an extra charge, or be offered to buy a suit bag when you buy an
expensive suit / dress. Mannequins can also be seen as upselling as customers may want to
buy the shoes or top that match the jeans they are wearing. If you buy something such as a
watch, you can pay for insurance on it so it can be replaced if broken, meaning a customer feels
secure in buying a more expensive product such as that. Next has a credit account called
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