Home / Knowledge / News / Apparel/Garments / AFS examines ways to enhance customer satisfaction
AFS examines ways to enhance customer satisfaction
21
May '13
Elevating service and delivering superior consumer experience were key areas of focus on the opening day of this year’s Asia Fashion Summit (AFS). While retailers and fashion businesses are facing challenges across the globe, there is also ample opportunity for brands to enhance the consumer experience, speakers said. 
 
In particular, businesses could stand out by providing “differential disruptive service” and focus on Next Generation Staff, Destination Thinking, and the integration between Physical and Digital stores, said keynote speaker Ruth Marshall-Johnson, Head of Consultancy, WGSN. 
 
Held from 15 to 17 May as part of the Asia Fashion Exchange (AFX), AFS is organised by the Textile and Fashion Federation of Singapore (TaFf) and supported by SPRING Singapore. 
 
Speakers this year include senior executives from brands like LVMH, Abercrombie & Fitch, Galeries Lafayette, Giordano, Zalora, Bata, Front Row Group, Goods of Desire and many more. 
 
TaFf President, Mr. Benny Pua, said at the welcome address, “The foundations for success are built long before a customer even walks into the store. Whether you are a buyer, a marketer, designer, or the head of HR or supply chain, you need to be ahead of industry trends. You need to understand how to attract, train and retain good service staff. You need to know how to communicate and differentiate your brand, and build a compelling store experience.” 
 
This year’s AFS pays special attention to service. Today’s programme included results of a new piece of research commissioned for AFS 2013. Conducted by market research company GfK, the Service First study found that the Luxury retail segment offered the best service – and that service was generally better on weekdays than on weekends. 
 
Aimed at finding out the strengths and weaknesses in service staff among retailers in Singapore, GfK examined 40 stores. A “mystery shopper” visited each store twice; once on a weekday and once on a weekend, and scored the stores on several aspects of service. 
 
GfK recommends that stores strengthen training even for temporary staff, design protocols to manage “floating” staff on weekends, and schedule administrative tasks before or after opening hours. Soft skills should also be a key area of focus, said Nehal Medh, Managing Director, GfK Consumer Experiences.
 
 

Must ReadView All

Textiles | On 27th May 2017

Indian exports can touch $325 bn in 2017-18: FIEO

Indian exports are on upward trend in last few months as the country...

Pakistan's Finance Minister Mohammad Ishaq Dar presenting Budget 2017-18 in National Assembly in Islamabad on May 26. Courtesy: PID, Pakistan

Textiles | On 27th May 2017

Pakistan Budget 2017-18 proposes 4 new measures

To support the textile sector in Pakistan, finance minister Mohammad...

Courtesy: IRRC Institute

Apparel/Garments | On 27th May 2017

Up to 7.5 mn retail jobs in US at risk due to automation

About 6-7.5 million retail jobs in the US are likely to be automated...

Interviews View All

Dharmendra Shah
Ozone PB Spintex Limited

‘We have made huge investments to ensure quality yarn production.’

Frank Gossmann
Rotorcraft AG

‘RT3 motto is: Do not check millimetres, check colours.’

Vidhyaa Shankar. S
A Ganapathi Chettiar

'The usage of knits is getting into the boundaries of woven fabrics'

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Yash P. Kotak
Bombay Hemp Company

One of the directors of Bombay Hemp Company, Yash P. Kotak, speaks to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search