Payless Shoe Source is a discount footwear retailer with over 4,572 retail stores in 15 countries. This company does not only focus on providing different fashion possibilities for the family at a great price, but distinguishes themselves by offering an engaging, easy-to-shop experience and outstanding customer service. Our group chose this company to blueprint because it has a very elaborate customer service process. This company focuses heavily on providing the customer with a great shopping experience by following a series of “critical actions” that must be delivered to one hundred percent of the customers during their journey in the store. In addition, one of our group members works in this company and therefore, it would be easier to grasp an in depth understanding of the service process and be able to have easier access to all the information we needed. When shopping at the store, the customer goes through five different steps in their shopping experience. The company calls this process the “customer journey,” consisting of the following stages: Enter, Browse, Try-on, Check-out, and Walk-out. When the customer approaches the store, the customer is impacted by the store’s physical evidence for the first time. The first physical evidence the customer comes across is the store’s outer appearance. They may ask themselves does the store look in good condition and/or is it open. Once they get that established, they notice the parking lot to see if there are any available spaces to park and also if it’s clean. Once they park, the first thing they see on the store is big posters on the windows. The store always has advertisements on the windows to show customers what sales they have going on during that time. The sale posters alone can influence a customer to walk in the store and that alone can make a customer walk in the store with certain expectations, such as prices and brands. As the customer walks in the store, the Enter stage begins. The customer walks into a lobby area, which contains a little jewelry/sunglasses section slightly to the side and in front of them, there are displays of the latest or “hottest” shoes for customers to view at first. To the left or right wall of the store, there would be handbags/purses for the customer to see, many which match certain shoes. Payless Shoesource as the name says it, is mainly to shop for shoes, but all these extra items that the customers come across in their shopping experience influence a customer who initially went in for a pair of shoes to walk out with two or three extra items, or accessories they might not even need or did not realize they needed. Once the lobby area has been viewed, the customers are offered assistance and are directed to their size. If they are shopping for children, an associate offers to measure the child’s feet and then directs them to the kid’s aisle. This is where the Browse stage begins. The aisles are divided by men’s, women, and children. The aisles containing the shoes should be well-organized, put in correct order by size and department, and should be color-coded. This helps the customer and employees to find things easier. In this stage of the customer journey, an associate approaches the customer and initiates interaction. The salesperson asks the customer an open ended question such as, “What type of shoes are you looking for today” to better understand the customer’s needs. The associate then suggests the customer styles for them to try on and helps them find the right size. Furthermore, in this stage the associate also ensures that the customer understands the promotion that the store has in case they were not yet given that information at the Enter stage. If a certain style is not found in the aisles, the associate checks the inventory system (support process) with a handheld computer device called a scanner. With this device the associate can check inventory, prices, and in what other payless locations the shoe is in stock. This...
Cited: Bharat Book Bureau. February 2009. 5 July 2010
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