Chanel Case Study

3.

First impressions when entering the store

Best practices:

1. SA gave us tissues to wipe ourselves dry in heavy rainy day (Landmark);
2. SA acted positively even when we were looking around outside the store (Elements);
3. Staff asked and selected products we intend to see by iPad when we queued outside (Harbor City).

Worse practice:

The doorman just casted a glace at us instead of opening the door and welcome us warmly when we stood at the door for a while (Landmark).

Welcome Ritual

Best practices:

1. SAs had eye contact with us and welcomed us warmly (Harbor City and Elements);
2. Store manager bowed to us with sweet smile and assigned a SA to guide us (Elements);

Worse practices:

The doorman opened the door without facial expression and greeting words, while the SA just said a “Hello” (Landmark).

4.

First approach by a SA, first words used by SA

Best practices:

1. The SA asked us “how can I help you?” and guided us during the whole shopping process (Harbor City);
2. When we said that we prefer to look around by ourselves, SA let us alone. However, when we needed help, SA showed up immediately (Elements).

Worse practices:

No SA served us when we stepped into the store, until we showed our buying inclination (Landmark).

5.

SA professional knowledge

Best practices:

1. The SAs were very familiar with the DNA of Chanel (Landmark and Elements);

2. SAs have good knowledge about maintenance service (Harbor City).

Worse practices:

1. The SA did not understand the DNA of Chanel (Harbor City);
2. They didn’t fully understand their competitors (Elements).

6.

SA attitude (aesthetic dimension of service)

Best practices:

1. Confidence and good manners: The SAs looked confident and showed good manners when they introduced their products (All stores);
2. Good appearance: SAs wore formal and consistent with luxury brand style (All stores).

Worse practices:

1. The SAs showed no enthusiasm when serving us (All stores);
2. Some SAs responded to us passively and didn’t recommended products to us actively (All store).
3. There was no body language when they interacted with us (All stores).

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7.

SA human skills

Best practices:

Central (Best) – Warm attitude, ability to make you comfortable: While we were waiting SA to check the stock for us, she asked whether we would like to have some drinks

- Elements (Best) – Show esteem: Store Manager bowed to us when we entered the store