GIORDANO MEANS SERVICE CAMPAIGN

At Giordano we continuously strive to provide our customers with a total shopping experience so that we achieve our objective of selling more.

Customer Service is paramount and we strive to go that extra mile

Customers rarely buy from a company. They buy from … a person they like, a person they trust, a person who is knowledgeable, a person who delivers what is promised. They want to do business with people they know and people who know them.

Whatever you do, others can follow or even do it better. If we are to achieve continuous positive growth and be a step ahead of the competition, it is ‘YOU’ our PEOPLE – who will make the difference.

Remember in business you are never trying to beat the competition. You are trying to give your customer something other than what they are receiving from the competition.

It is a waste of time and energy trying to beat the competition because the customers don’t care about rivalry.

Ishwar Chugani

Executive Director

Giordano Middle East

It's all about retail - part 2

Customers are truly loyal to the experiences they prefer. Your loyal customers return because the experiences you create are preferable to those delivered by your competitors. The experience your brand offers is yours alone and that will provide you with a true competitive advantage.

Customer experience today has also been taken to a different level – in the virtual world. The ‘brick and mortar’ store concept of course remains a major force but a strong presence online matters – be that online selling or by merely connecting with customers through social media. How you use social media can actually spell the difference for your brand. Operationally, leveraging online formats and the use of social media can not only cut costs but can also contribute to business growth.

Knowing your customer also provides you with the ability to offer them products and a service level that they are always on the lookout for. Understanding how to better communicate your brand image to the customer is also key. The customer is KING – this is as true today as when the phrase was first coined.

Nothing will turn a shopper off more than rude or pushy salespeople, long lines at the checkout and items without tags or prices. And shoppers will not complain about these issues. It’s just too much hassle and they can’t be bothered to waste time. It could also be that they feel no matter what they say, the problem will not be resolved. Customers will simply vote with their feet, walk out and spend their cash elsewhere.

Ishwar Chugani

Executive Director

Giordano Middle East

It's all about retail - part 1

- Customer focus is the new mantra

- Change is here; dwelling on past practices will mean you miss the future

The world of retail is incredibly competitive, with customers becoming increasingly inundated by the various lines, styles and brands available and every retailer vying to get a substantial slice of the market pie.

Now, more than ever, retailing needs to be upfront, straightforward, relevant, functional and affordable. Customers will buy from someone they can trust, someone knowledgeable, someone who can actually deliver on what is promised.
While you may see some people rummaging through the myriad choices in the mall for individual items, most will not have the luxury of time to stay long, and they get confused. People instinctively turn to the familiar; brands and outlets that they know will give them what they want and need.

Many retailers tend to think that products and store ambiance alone set their advantage from competitors. With today’s technology, it is possible to match competitors’ products feature by feature, but what will set you apart is customer interaction. The experience economy is more about how you sell something than what you actually sell. Forget about product distinction. Today’s retail market is short on the ‘distinct experience’ – create one and you create an instant relationship with your customers.

Ishwar Chugani
Executive Director
Giordano Middle East 

Communicate with your customers; get to know them!

The experience economy is more about how you sell something than what you actually sell. Forget about product distinction. Today’s retail market is short on the ‘distinct experience’ – create one and you create an instant relationship with your customers.

Knowing your customer also provides you with the ability to offer them products and a service level that they are always on the lookout for. Understanding how to better communicate you brand image to the customer is also key. The customer is KING – this is as true today, as when the phrase was first coined.

Like any relationship, making it works takes trust, understanding, commitment and support – in other words – get to know your customer, make your promise and then ensure that all elements are synchronized to nurture the bond.

Ishwar Chugani

Executive Director

Giordano Middle East 

Great customer service leads to customer loyalty

Successful retailing combines friendly customer service and simple product offering. Maintain your core values – and this will set you apart from the rest of the crowd.

Companies walk a fine line when they ‘study’ their competitors. Be true to your brand and brainstorm how you can create the same positive feelings, in a way that is distinctive, yet consistent with your targeted customer impression. Your long-term aim should be to leverage the unique strengths your brand possesses instead of copying your competitors gimmicks and signals.

Businesses are now realizing that true customer loyalty cannot be bought for discounts, ‘miles’ or points. These are a short-term fad, which get boring when they don’t deliver on the initial expectation. Customers are truly loyal to the experiences they prefer. Your loyal customers return because the experiences you create are preferable to those delivered by your competitors.

Your competitors may be able to match your products and services, feature for feature, but the experience your brand offers is yours alone, and provides you with a true competitive advantage. To enjoy profitability in the long-term retailers need to reach out from the confines of the box, continually innovating and varying their offering in order to lead consumers.

Ishwar Chugani
Executive Director
Giordano Middle East

What are shoppers really looking for?

Retailers are under the impression that shoppers want a good shopping atmosphere, convenient store locations, sufficient sales help, helpful and knowledgeable sales staff and good levels of customer service. However, recent studies polling shoppers, has revealed that there is a real requirement for special promotions and sales, better quality merchandise, great value, efficient return policies and continuous brand reliability.

Nothing will turn a shopper off more than rude or pushy salespeople, long lines at the checkout and unpriced items. Do shoppers complain about these problems? Answer – No. It is too much hassle, and with the lack of available time they can’t be bothered, they don’t know who to complain to or they feel that no matter what they say, the problem will not be resolved.

Ishwar Chugani
Executive Director
Giordano Middle East 

"We need to be doing things differently, rather than doing different things".

The father of Taoism, Lao-Tzu is credited with saying ‘when you are content to be simply yourself and don’t compare or compete, everybody will respect you.’

The world of apparel retailing is incredibly competitive, with customers becoming more and more disillusioned with the various lines, styles and brands available.

To be successful, the retail offering should be relevant, functional and affordable. Customers don’t buy from a company; they buy regularly from someone they can trust, someone knowledgeable, someone who delivers what is promised. While a number of customers can spend hours rummaging through rails looking for that individual item, most people don’t have the luxury of time anymore, and turn to familiar outlets, where they know that what they are looking for can be found quickly and affordably.

A majority of global customers are cost and time conscious. It is rare that you will find a customer who thinks of cost as no obstacle, never mind time. If you want repeat custom, make your customers shopping experience an enjoyable one. Gone are the days when we could divide our time into two separate categories “work” and “leisure”. The 21st century shopper generally believes they’ve lost eight to ten leisure hours per week over the past decade.

While shoppers are looking for more expedient ways to spend their time they are also looking to get the most from their wardrobe, being able to wear their clothes in a number of combinations, yet still maintain an individual style. In order to reach your customers most basic needs you need to be doing things differently, rather than doing different things.

Ishwar Chugani
Executive Director

Giordano Middle East