Video - Retail Employee

a. Describe the retail sector as spoken by Lynn Bavage.
The retail sector spoken is a very flexible sector. It allows employees to pick the working hours which they want to work, so that the job can fit into their lifestyles and vice versa.

b. Why did Lynn Bavage say that retail is the best job in the world?
She thinks that it is the best job in the world as the progression opportunities are incredibly fast and has high earning potential. Opportunities are right out there for employees to grab if they have the right attitude and capabilities. It also provides employees with many opportunities to work with a wide variety of products, as well as different individuals.

c. Briefly explain what Tilly’s coffee shop looks for when employing staff.
Ability to communicate with others, reliability, trustworthiness, past experiences, and good time management.

d. Name the other retailer showcased in the video.
The other retailer showcased in the video is TESCO.

e. Briefly describe the important skills that are outlined in the video. What are the benefits for the retail employees in the video?
The several important skills outlined are good communication skills, reliability, trustworthiness, ability to build relationship with customers and enjoy working with the products.

Some benefits for the retail employees are:
Flexible sector for employees to pick the working hours to work so as to fit their lifestyle or to fit the job.
Gain confidence through achievements.
Gain experience
Gain Self-esteem

f. Outline any two retailing careers that are available at the retailers that are mentioned in the video.
The two retailing careers are Team Leader and Shop Floor Manager.

Retail Communication Mix

Advertising

Forever21 has been advertising through magazines such as CLEO and Seventeen. Since the target market of Forever21 are fashion-forward ladies between the age 16 to 35, advertising through such channels would bring the intended message across to them.

Salespeople

As a retailer, one of the most direct communication mix Forever21 has adopted would be its salespeople.  They are the ones who have direct contact with the consumers, hence possessing the ability to influence their buying decision and by providing help, they create a better shopping experience. The salespeople, being at the front line, holds a great deal of responsibility in portraying the brand image and enhancing the shopping experience for its customers.

Customer Service Part II - Forever 21

Poor services portrayed by Forever 21

1. Disorganisation

This occurs more often during peak hours. It is a poor reflection on the business when salespeople are unsure of things and matters in their store.

Forever 21 tends to get very crowded during peak hours, especially for the outlet at Wisma Atria as it has a rather small area. When the place gets crowded, you will notice that the apparels would be all over the place, and customers would be having a hard time to look for what they want, either that, you will notice that customers looking out for any salespeople for any enquiries that they have. 

A seemingly organised business reassures the customers that you can do the job and provide the sales and necessary service. Providing organised customer service will make customers want to come back for more.

2. Lack of initiative

The staff of F21 sometimes lack the initiative of approaching the customers and render help. There will be customers who are looking for something which may not be visible enough to them, and when the salespersons spot them, they do not immediately approach and render help. Instead, they will wait for the customers to come forward and ask. 

This may discourage shoppers to continue shopping as they are unable to find what they want. 

3. Delays & unreliability 

Customers usually expect prompt delivery of service or product. When customers are unable to reply on you to get a product or service to them in a timely manner, it is bound to discourage them and stop them from coming back. Granted, sometimes delays do happen and can't be avoided. However when this occurs, make amends to customers and assure them that there would not be a second time. 

4. Poor attitude

During the peak period, the changing room is always a long queue. When this happens, there would usually be a few staff handling that area, either folding/hanging up the clothes that customers don't want, or ensure that customers get their turns to change quickly. However, from experience, the staff there are not as efficient. They tend to be chit-chatting among themselves rather than being efficient. 

In addition, there is also an inconsistency of service level when it comes to greeting of customers. F21 do not usually greet their customers when they enter the store.