While product development and channel construction have been valued by most luminaire lighting companies, the ambiguity of service awareness is still a shortcoming in the development of the industry. In the face of changes in the consumer environment and customer buying psychology, how can lighting companies create a service system that matches the marketing channels?
Building a service system that matches the marketing channel. Perfecting the service system of the entity terminal service to build the physical terminal is relatively mature and standard. The pre-sales services of lighting companies mainly include: (1) consultancy sales services. That is, professionally trained and experienced lighting consultants provide customers with full sales service to help them choose the right lighting products and provide complete solutions. (2) Program design. After the actual door-to-door measurement, the lighting consultant will carry out the overall design of the lighting plan according to the time reserved with the customer, including the picture of the lighting product, material introduction, specification size, price budget and so on. (3) Personalized customization. That is, according to the individual needs of customers, special customized services for lighting products are provided.
The in-sale service is to create a shopping experience in the store, in many forms. For example, the nighttime experience-style lighting service launched by Light Mart extended the business hours from the afternoon to the evening, allowing more consumers to experience a charming feast of lighting consumption in the evening; Shengqiu built a scale in the ancient town. The largest luminaire product showroom, allowing customers to learn a variety of lighting decoration knowledge while learning products; Huayi luminaires began to inspire the concept of lighting supermarkets, to stimulate customers' one-stop shopping desire.
After-sales service includes distribution, installation and commissioning, repair and maintenance cleaning, return service, lifelong service and so on. Compared with the home appliance industry, the after-sales service of the luminaire started late, mainly due to the lack of maintenance of the luminaire. This is restricted by the characteristics of the luminaire itself, because the luminaire will be stained with dust and oil after being used for a period of time. Cleaning is difficult. Only the after-sales service center of the lighting company can carry out on-site cleaning and maintenance, and such service adds a lot of cost pressure to the maintenance of the lamps. However, companies can only win this customer's praise by providing such a comprehensive one-stop service, reflecting better brand value and image.
Improving the pre-sales service of the network service platform network platform service system is the online store customer service consulting service, that is, pre-sales guide. In general, the customer service will provide customers with professional consultation and recommend appropriate products through online methods, and ultimately guide customers to success. Trading; the in-sale service reflects the unique one-stop shopping of the network platform. This platform not only collects many suppliers of finished lamps, but also many original parts suppliers, so customers do not have to worry about purchasing; The contents generally include 24-hour inspection and free replacement, seven days no reason to return, invoice, warranty, distribution and installation services.
Although the service system of the network platform is relatively simple, with the development of information and communication technology, it still has a lot of room for improvement. For example, the online shopping platform can formulate corresponding package design plans according to the budget requirements of consumers, and combine a complete set of lighting products in various spaces such as living room, dining room, bedroom, balcony, and study room to achieve the best accessories and lighting effects. Another example is that customers can visit the selected lights in the store and copy the model number, and then trade on the Internet, which not only saves time, but also carefully selects and buys the satisfactory lamps.
It is often difficult to develop a service system for the invisible channel of the invisible channel service system. It is nothing more than a big enterprise to be able to make invisible channels. These large enterprises often set up professional marketing teams in the operation center before the sale, and provide specialized training for the business personnel. During the sale, they establish contact with local decoration companies, tooling companies, design institutes, designers, decorators, electricians, etc. They are invited to visit the company regularly to deepen their understanding of the company and products. These purchase influencers determine the final purchase behavior of the purchaser in terms of which model, product and brand, and continue to strengthen the invisible channel after the sale. The construction of the company, for example, NVC Lighting provides various forms of sponsorship for the events organized by the decoration company and the design institute every year.
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