Meeting Customer Needs
Providing Top-Level Service
Gwangju Shinsegae Co., Ltd. (CEO Lee Donghun) is attracting attention by operating a specialized Shop Master certification program that can meet customer needs with professional fashion knowledge.
Gwangju Shinsegae announced on the 13th that, starting in November last year, it conducted a five-week Shop Master certification training course for partner employees, supervised by the Korea Vocational Research Institute.
A Shop Master is a fashion expert who provides customers with product information tailored to their body type, style, and preferences.
At the Tommy Hilfiger Children store on the 6th floor of the main building at Gwangju Shinsegae, an employee is presenting a brand guide indicating possession of the Shop Master certification. Photo by Gwangju Shinsegae
In total, 84 partner employees currently working at Gwangju Shinsegae participated in the training, and 95% of them passed, making it likely that even more upgraded services will be provided in the future.
The Shop Master certification is divided into a private first-class certificate and a nationally accredited third-class certificate. To obtain the certification, candidates must pass both multiple-choice and written exams covering four integrated subjects: fashion sense exploration, fashion marketing, sales sense, and know-how in clothing store sales. In particular, the third-class certificate is a nationally accredited qualification, which adds credibility and enables a higher level of professional service.
Gwangju Shinsegae has placed notices in stores with Shop Master-certified staff, indicating that they are a "Shop Master Certified Brand."
Through these notices displayed in stores, Shop Masters dedicate themselves to sales and customer service to meet expectations for product recommendations and service, while customers experience greater trust in the products suggested by experts and find it easier to make purchasing decisions.
It is expected that Shop Master-certified stores will improve overall service quality by offering more professional item recommendations, such as suggesting colors and materials that suit a customer's body type or proposing better styles when customers visit the store.
In addition, it is anticipated that store management will become more systematic, from product management?including fashion trend analysis and forecasting?to customer management, such as delivering product value, building relationships, and making style suggestions, as well as display management.
Jung Ji-hye, Head of Customer Service at Gwangju Shinsegae, said, "The role of Shop Masters is extremely important in the distribution industry, where understanding customer needs is essential," and added, "We will strive to foster Shop Masters so that customers can enjoy a more satisfying shopping experience through even better service."
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