Page 11 - PCB magazine compiled final PDF FORMAT

FEB 2017 ISSUE 1

2. What are your strategies that your company uses to

turn the consumer behaviours in your favour?
The company uses VMs (Visual Merchandising) to display
and promote items visually all around the store. Full outfits "Fashion's one big

of clothes are usually promoted using mannequins to give
consumers an idea of how to match clothing and game of status for
accessories. Not only are styles of clothing displayed, the recognition is

colour of said clothing also has to be "in sync" with the
whole outfit so as to look appealing. everything, even if
nobody, actually

Most H&M retail stores have a row of baskets which knows who you are"
display small items and accessories. These baskets are
intentionally made to form a line that enclose an area for

customers to queue to make their purchase. This compels - Daniel Saynt
the customer to look at these items and make last minute
purchases right before making their purchase at the till

point. These baskets also contain items like umbrellas and
lint rollers, which are then easily accessible.

3. What kind of marketing effort or strategies do you and your company use?
H&M incorporates CSR (Customer Social Responsibility) into their marketing tactics and this is
defined as a company’s sense of responsibility towards the community and environment. Most

companies express this through their waste and pollution reduction processes.

An example of this is H&M conscious, which is a line of clothing which is made from recycled

clothes, and this H&M conscious is displayed on the label of the clothes. The recycled clothes
that make up the clothes are collected in­store. Whenever a customer brings in an item for
recycling, we give them a voucher which entitles them to 15% off any item in future purchases

to thank them for "closing the loop" as we call it.

Another would be "A Gift That Gives Back" and for every gift card that a customer purchases,

H&M donates a percentage to charity.

4. How to do usually reach out or impact your customers?

Usually through customer service, it's almost mandatory for all staff to know basic CS, how to
approach demanding customers and stuff. I give customers tips on their outfit in the fitting room,
help them look after their belongings if any, get new clothing items for them to try, or call other

outlets to check for stock availability.
11