North American Department Store Benchmark N.

As a family business, North Department Store gradually developed from a small shoe store to a high-end chain store, and then entered the discount store from the traditional full price department store through Nordstrom Rack.

For many years, every new employee in North China will get an employee handbook with only 6 words on her entry. "Use Good Judgment in All Situations" should be made in any case.

After more than 110 years of development, North Stone has become the world's top chain department store, and North link is the only department store that has been constantly improving. In January 2015's report (fiscal year 2013), she ranked eightieth in the retail income of 12 billion 166 million dollars, while her sales Compound Annual compound growth rate reached an astonishing 8%, leading the whole department store industry.

Instead of what earth shattering innovation has done, it has turned all theories of marketing and retailing textbooks into reality.

In the 2014 fiscal year report released in January this year, its revenue and gross profit rose to a record high of 13 billion 110 million US dollars and 4 billion 980 million US dollars respectively, with gross profit margin reaching 38%. In the first quarter of 2015, its same store sales also increased by 4.4%.

If Messi's department store is the leader of technical department stores and the representative of "new retail normal", then Nordstrom is the spokesman of the traditional "retail constant normal": in terms of customer service, Nordstrom is almost always the benchmark for North American department stores.

At the same time, there are some established rules to ensure that employees can do the job. Customer Provide the best services, such as "do not tell customers what goods they need, but take them to the goods there", "goods pack out, go to the counter to deliver the goods to the customers, instead of passing the goods to the customers across the counter".

From this, we can find that customer service in North China is a harmonious coexistence between rules and staff autonomy. When making judgments, employees need to think about three problems: first, why it is valuable; second, what kind of experience and feelings the customer should have; thirdly, what is the specific measures.

It is precisely under these three standards that Nordstrom has created a one-stop experience for customers through customer representatives, that is, a customer representative can bring customers to choose and purchase any brand in the store, which is actually involved in the shopping journey of consumers, and has also realized efficient cross marketing (cross-selling) in the journey.

This business philosophy helps sales people establish good relationships with customers: when these customers come to stores, they usually find this directly. Salesman And then, under his guidance, he bought all the things he needed in the department store.

Personalized full service can help salespeople better understand the brand preferences, sizes, preferences and preferences of consumers. When these data are recorded effectively, even a CRM system called Personal Book System will bring greater benefits to the establishment of "enterprise consumer relationship" and the future sales and service.

according to North Stone department store An internal survey shows that 68% of all salespeople with annual sales turnover of $1 million are derived from such individualized services, which makes their "personal account system" a vital sales tool for enterprises.

Just like the experience of the domestic food giant bathing at the core of experience, for the enterprise itself, effective authorization not only enables the customer representatives to have higher incomes, but also makes them the owners of enterprises, which lays a foundation for their better service.