The Retail Industry Has Become The "Entertainment Circle" And The Essence Of Retailing.

A noisy atmosphere needs us to calm down and think about it.

To speak is more important than words. Any exaggerated theory is worth a step forward.

As a successful replica of the world's top business schools, we once again woke up our chaotic thinking. During this nine winter's time, I began to burn the candle at night, scrutinize the past year, the collective wisdom from our 600 stores - "2014 marketing case set", and began searching for the stunt of the entity retailing "counterattack" electricity supplier between the lines.

Read our customer's message registration. At 10:20 on June 17, 2014, the service center of a Roca store received a phone call from a lady asking if it could make three layers of birthday cake in the supermarket.

Upon receiving the call, the service center immediately contacted the store. Unfortunately, the cake maker was off duty today, so he could not do it temporarily.

The service center immediately apologized to the customers. During the telephone communication, the customer knew that the car was now back from Qingdao to Laiyang in the countryside. The father had to be over 66 years old, and badly needed birthday cake. He could work in Qingdao for many years. He was not very familiar with the supermarket in Yantai and Laiyang. He found a good Roca supermarket near the station from the net, so he made an appointment on the telephone.

We were very touched when customers chose us for the first time, because it represented our company.

The position of quality in the eyes of consumers.

Customer trust is our responsibility. In order not to let customers disappoint, service center personnel immediately consult the map to find a quality assurance cake room.

It happened that there was a good baking shop near the store 200 meters, so we immediately informed the customer.

This is the end of the original story, but we can be surprised by the next scene.

At 11:30, the customer came to the service center with the birthday cake made by the outside baking shop, and asked who provided the clues. The customer's move made us very disturbed. Did we have any problems with the shop we introduced?

The accident is that the customers are specially grateful. After that, we bought a full shopping cart in our supermarket, worth over 400 yuan.

Before leaving, he told us that the service in your supermarket was too good. I didn't think it was just an enquiry phone call. I heard you can't do it for the time being. I'm still checking other supermarkets on the Internet. I didn't think you introduced this brand cake shop. I just want to make a cake. The gift has already been bought in Qingdao. It's your enthusiastic service that makes me moved. I have to spend time at the supermarket in my hometown. This is the first time to go shopping at Roca. After going home, I must go shopping at my best Roca. It is you who make me feel the warmth of going home. Thank you!

The girl in the service center is sorry to say that these are all things we should do. Nothing much. If you need our help after coming home, you can call at any time. We are very glad to serve you.

"Love is the heart, only to meet."

A small phone call, a kind reminder, got the full trust of customers, won the customer's moving consumption, and the customer became a loyal fan of Roca.

Such cases are staged in different forms in our more than 600 large and small stores.

We have practiced the service concept of "sincerity, value, gratitude, and return", and the customers have moved us again and again, pleasantly surprised again and again.

2014-2015,

What is the nature of retailing? How can we return to the essence of retailing?

I think, in

With the rapid development and double-sided attack on e-commerce and peers, the competitiveness of our physical retail industry is not only a high-quality product, but also a caring service, value service and touch service for customers.

Big shop, little story.

It is perhaps the best interpretation of the "return to retail nature" to exceed every customer's expectation and touch every customer.