RETAIL MANAGEMENT

I. GENERAL INTRODUCTION
1.1 Introduce group members
1.2 General introduction about the Business
II. RETAIL OVERVIEW
2.1 General introduction to Retail
It is not too dificultt to identify a retail business. But understand their true mission, what
they do and how they define themselves can still be quite vague. In today’s rapidly
changing business world, retail is not only a straightforward transaction between
producers and comsumers, but also a unique art of business for each brand, aiming to
deliver the most enjoyablw and memorable shopping experiences for customers.
Retailing is the set of business activities that adds value to products and services sold to
consumers for their personal or family use. This is an important component of the supply
chain, playing a key role. Retail business offer customers with a wide array of products,
allowing them to purchase various items in one location at a resonable prices. Of course,
these business is ready to provide the right quality of goods. Morover, there are intagible
offerings which includes marketing, consultation, after-sales support, and return policies.
Retailers are a key component in a supply chain that links manufacturers to consumers. A
supply chain is a set of firms that make and deliver goods and services to consumers. The
value-creating activities undertaken by retailers include providing an assortment of
products, providing services, breaking bulk, and holding inventory.
Retailing has not changed; in the past, for the present, and in the future, it consistently
involves various business activities that add value and make products and services
available to consumers. But in another sense, retailing is such a dynamic and exciting
topic that it cannot help but demonstrate the vast changes that take place on a global,
societal scale. Even if the underlying purpose of retailing stays the same, the ways it
functions and the benefits it provides keep changing.
Still, retailing is such a common part of our everyday lives that we often take it for
granted. For most people, retailers simply are places to buy things. Behind the stores,
websites, sales associates, and checkout associates are an army of managers responsible
for making sure that the products and services that people want are available when they
want them, where they want them, and at a fair price.
For this project, our team has chosen to explore and study with the Danavi Mart
supermarket system, which specializes in providing a diverse range of consumer goods to
meet the essential demands of both consumers and businesses.
This is the rebranded version of Intmex in 2012. Originally one of the first supermarkets
in Da Nang since 2006, it continues to be a prefered shopping destination not only for
local residents but also for numerous other stores and distributors.
2.2 Types of Retailers
2.2.1 Retailer format: Convenience supermarket, self-service at Da Nang City.
Field of activity: Retail combines wholesale, providing more than 20,000 items in
categories, include cosmetics, food, fruit and drink, household appliances and goods,
toys, fashion and more to fully meet customer demands.
2.2.2 Name of products:
 Home appliances: blenders, juicers, kettles, electric stovess, irrons, hair dryers, ...
 Househould goods: cups, bowls, pot, spoons and chopsticks, various other kithen
untensils.

 Food: seasonings, instant meals, snacks and candies, diet foods and essential daily
necessities.

 Beverages: type of drinks, imported and local the milk, beer and alcohol.

 Bird’s nest: Brand the bird’s nest from Quang Nam to Da Nang City.

 Incense and related accessories.

 Imported food from Japan

 Products for children: milk, specialized shampoos, toys,...

 Pet care products

 Seeds and gardening tools

 Cosmetics

 Fashion items and accessories.

2.2.3 Visson: To become the leading private convenience store chain in the Da Nang
market and expand to all 3 region of Viet Nam.
2.2.4 Mission: To provide products at the most competitvie prices while ensuring quality,
meeting the growimg demands of customers, and providing them the positive shopping
experience.
Danavi Mart focus on offering esssential products for everyday life. Although it may be
smaller in scale compared to long-establishes supermarket chains, it emphasizes fulfilling
every customer demand. It continually worked hard to have diverse selection of goods,
ensuring timely deliver on quality.
2.2.5 Retail characteristics:
 Location: Danavi Mart currently has 3 branches in Da Nang City, situated along 3
central streets: Le Thanh Nghi, Le Dinh Ly and Phan Dinh Phung. Each store is
located at busy intersections, close to school, restaurants and coffee shops –
atractive a mix of customers, not only local but also tourists and business owners.

 Operareting Hours: Open daily from 8am to 9pm, accessable at physical store or
online through Facebook, Zalo and the Google website.

 Product Quality Management: Keep minimal – carefully maintained, with just

enough stock for customer’s demand and prevent overstocking. Frequent
restocking occurs, with flexible movement of goods between 3 branches, all
product have the shelf lives relatively short.

 Pricing: Mid-range, lower than Winmart, Soco Mart, yet higher than larger chains
like Lotte Mart/ CoorpMart.

 Marketing: 3 comunication online channels to engage customers: Google website,

Facebook, Zalo and offline channel – physical store. A marketing team manages
content for all branches, ensuring regular posts, updates images and customers
interactions.

 Store Design and Display: Features sign for highlighitng new and availble
products on windows, awnings and price tags. Product names and categories are
displayed at the top of shelves. Here is lively atmosphere with upbeat music and
24/7 air conditioning. The primary color scheme is white, light blue – aligns with
the brand’s logo. In addition to fixed displays, impulse-buy items are placed near
the checkout to encourage quick decisions.
  Customer service: Members Always have a manager, sales personnel, display
specialists and cashiers at store. They have enough information about product and
any ongoing discount programs to offer and promote for customers.
2.3 Multichannel and Omnichannel Retailing

2.3.1 Two Main Retail Channels

In-store Retailing:

 This is the primary direct sales method, accounting for a significant portion of the
store's revenue.
 Sales staff provide consultation, support, and payment processing at the counter, as
well as introduce new products and promotional programs at DANAVI Mart.

Website Retaling :

 This is a convenient indirect sales method for customers using internet-connected

devices to access danavimart.vn.
 Customers can choose between home delivery or in-store pickup, easily view
product information and price, add items to their cart, and complete the payment
process.

2.3.2 Benefits of the Two Retail Channels

In-Store Retailing:

 Touch and Smell Product: Customers can evaluate products through all five-
senses, enhance trust and reduce purchase risk.
 Immediate Satisfaction: Customers can use their purchased products right away
without waiting for delivery.
 Personal Service: Customers receive direct assistance and answers to their
questions about products from sales staff.
 Cash Payment: Transactions can be completed quickly and immediately.

Website Retailing:

 More Information: Provides customers with the necessary details to make

informed purchasing decisions.
 Deeper and boarder selection: Due to limited shelf space, each store may display
different product variations. Through the website retail channel, customers can
 easily visit and choose from a wider range of products than physical stores. This
helps meet consumer demand in finding suitable products.
 Personalization: Customers can thoroughly research before buying and consider
alternative options.
 Expanded Market Presence: Enhances brand visibility and accessibility to more
and more customers.
 Information for Improving Shopping Experience: Captures customer
information and search behavior to optimize both the store and website, as well as
to suggest relevant products.
2.4 Customer Buying Behavior
III. RETAILING STRATEGY
3.1 Retail Market Strategy
3.1.1 Target Market and Retail Format (Exhibit 6_1)

3.1.2 Perceptual Map (Exhibit 6_3)

3.1.3 Buiding a Sustainable Competitive Advantage
Three important factors to help businesses build and maintain long-term
competitive advantages:
a) Relationships with Customers - Customers Loyalty: customer loyalty is a core
factor in a fiercely competitive market. In order to make a difference and have a
solid position, the business has provided quality goods and comfortable shopping
services. Special:
- Customer service is carefully focused: 24/7 phone to be ready to listen and answer
all questions of customers quickly and promptly. In addition, flexible policies such
as returns, security, delivery, inspection, and payment will contribute to a great
shopping experience, helping customers feel satisfied and trusted.
- Strict goods quality inspection process: goods are strictly moderated to ensure the
best quality, helping customers shop with peace of mind. From there, building
sustainable trust with customers.
- Build your own brand image: businesses are constantly implementing many
creative promotion programs to enhance brand recognition and attract customers.
From hanging banners introducing new products at all campuses, running live
product introduction programs, to creating attractive offers and minigames on
holidays to increase interaction and bring customers interesting experiences.
 b) Relationships with Suppliers:
- The relationship with suppliers is not merely a buying and selling relationship but
also a development cooperation, win-win. By ordering and receiving goods from
suppliers with a regular and stable frequency, businesses can ensure a continuous
supply for customers. At the same time, suppliers also have a sustainable source of
revenue and build long-term relationships.
c) Efficiency of Internal Operations:
- In addition to building close relationships with external parties, businesses can
also enhance their competitive advantage by optimizing internal operations.
Businesses use two tools, Viber and Zalo, to manage and track the workflow
between departments. Concrete:
- The Viber team will be for the general boss to get an overview of business
activities.
- Group on Zalo to update detailed information about orders: import new orders,
process orders, coordinate goods, issue invoices to customers.
- The use of these platforms will help businesses easily exchange information, solve
problems that arise and ensure that work is completed quickly and effectively.
d) Besides the above core factors, location is still the most popular source of
competitive advantage prioritized by retailers. The store is located in densely
populated areas such as Phan Dinh Phung, Le Dinh Ly and Le Thanh Nghi streets.
Reaching the main customers are people living in geographical areas, households
and housewives of the family. With a prime location, convenient for travel, and
spacious space will provide customers with the most comfortable shopping
experience.
Ø In conclusion, the above factors play an extremely important role in building a
sustainable competitive advantage in today's market. Every business needs to pay
attention and invest to achieve long-term and stable development.

3.2 Retail Locations & Retail Site Location

3.3 Information Systems and Supply Chain Management

3.4 Budget Planning and Controlling for Business

IV. MERCHANDISE MANAGEMENT
4.1 Store Layout
4.2 Store Design Elements
4.2.1 Layout Layouts
a) The same: both the store's 46 Phan Dinh Phung and 126 Le Thanh Nghi
establishments are designed in a grid layout.
 - Thanks to this layout, Danavi Mart supermarket achieves the set goal of creating
an intuitive shopping space, helping customers easily find the desired products and
make quick purchase decisions.
- In addition, the design of the mesh pole layout also helps to optimize the display
space, minimize wasted area and significantly save operating costs, increasing
business efficiency.
- Entering the store, you will immediately see that the shopping cart is placed in the
right-handed position and the cashier counter area is symmetrical on the left. This
helps optimize the flow of customer movement, creating a comfortable shopping
experience without jostling or waiting.
- The store will display new and outstanding products right at the glass door near
the entrance to attract the attention of customers at first sight. This not only creates
a "display window" right from the outside, but also makes it easy for customers to
update the latest trends.
- Shelves and shelves are arranged in each group of goods and areas so that
customers can search and compare products of the same type more comfortably.
b) Different:
- Campus 46 Phan Dinh Phung:
 The store displays a lot of domestic and foreign confectionery shelves right
at the main entrance to attract customers. With eye-catching colors,
attractive fragrances and for all audiences, customers can easily make a
purchase decision with their consumption needs or as gifts. This is
especially effective for children and those who like to eat sweets.
- Campus 126 Le Thanh Nghi:
 Directly opposite the main entrance, the store has created a convenient food
corner that includes prepared products, snacks, and fruits to meet the needs
of all family members, from young children to adults. In particular, this is a
place where housewives can easily find quick cooking solutions for their
families.
4.2.2 Signage and Graphics
- Merchandises signs – types of goods:
Hung from the ceiling in each booth to help customers easily navigate the product,
save time searching and get a glimpse of the product they are aiming for. At the
same time, it creates a seamless and logical signage system.
- Advertising signboard:
Labeling ads directly on products will help customers access information more
intuitively and quickly, attract customers' attention and increase sales for
businesses.
 In addition, signs are placed right in front of the store to increase recognition,
provide detailed information about the promotion program and help customers not
miss any savings shopping opportunities.
- Price signboard:
The price list will indicate the specific product name and price, which is placed in
front of each item so that customers can comfortably compare prices between
product types, review and then make a decision when shopping. The store is also
committed to providing accurate and clear information to customers.
- In addition, at the 46 Phan Dinh Phung campus, there is also a sign leading to the
2nd floor. Including cosmetics, household appliances to meet the diverse needs of
customers in the most comprehensive way.
4.2.3 Feature Areas
- Entrance: designed with an open space, avoiding suffocation when entering the
store by creating a reasonable distance of 2-3m between the door and the shelves
so that customers can easily move, relax and focus on choosing products. From
there, it brings a more comfortable and natural shopping experience.
- Cash register: the store is decorated with posters, small banners to introduce
promotions, newly imported products to arouse customers' shopping needs. In
addition, at the cashier's counter, there are also a few shelves containing cheap,
small and beautiful products such as cakes, candies, and other foods to help
increase sales thanks to their impulsive purchase decisions.
- Top shelf: maximized and flexible. Some are used to display new, outstanding
products, create highlights as well as promote more information to customers.
Some other top shelves are places for stores to store goods, helping to optimize
space and increase storage capacity.
- Window: Sticking eye-catching posters and banners about ongoing offers and
discounts or updating products that have just arrived right from outside the store
will be an attractive invitation, making it easier for customers to grasp information
and attract customers more effectively.

4.3 Human Resources Management

4.3.1 Store staff management

The entire staff of the 3 stores consists of approximately 200 employees. This includes
the following positions: sales associates, cashiers, marketing staff, and store managers.

All staff members are entitled to the following benefits:

- Salary: to be negotiated based on working shifts.

- Full labor rights as per current regulations.

- Performance-based bonuses: awarded quarterly, on holidays, and at the end of the year
according to company policies.

- Participation in activities such as performing arts, sports, and travel.

The company outsources cleaning and security staff through job placement agencies.

Danavi Mart Supermarket is a subsidiary of Intimex Da Nang Joint Stock Company and
has specific requirements for each job position
Positions JDs Requirements Shift Salary
Sale -Male/Female, -Paid based on
associate - Welcome warmly, Highschool -2 shifts per working days
inviting customers Graduated day, - 5,500,000 VND
with a friendly and -Under 45 years flexible to 6,000,000
polite attitude. shift
old VND per month.
rotation
- Acquire - Having good
information about health to work, -Shift 1:
the products for enthusiastic, From 7:00
sale. dynamic, honest, AM to 2:30
positive work PM
- Provide sales attitude.
advice and direct -Shift 2:
support when From 2:30
customers need it. PM to 9:30
PM
- Perform other
tasks during the
work shift.
Cashier -Paid based on
-Warmly welcome -Female, under 45 -2 shifts per working days
customers with a years old. day, - 5,500,000 VND
friendly and polite flexible to 6,000,000
attitude. -Basic proficiency shift
in using technology rotation VND per month.
-Understand the software.
overall information -Shift 1:
about store layout -Friendly and From 7:00
and products. engaging with AM to 2:30
customers. PM
-Know how to use
basic technology -Understanding of -Shift 2:
tools and software. general information From 2:30
about store layout PM to 9:30
-Perform other and products. PM
tasks during
working shifts. -Physically fit,
enthusiastic,
dynamic, honest,
and positive work
attitude.

Marketing - Male/Female:
- Perform tasks Graduated from - Working
related to the college or higher in hours are
company's services Marketing or during
and products regular
Multimedia
posted on social business
media platforms Communication. hours.
such as Facebook,
- Able to work with
Zalo, blogs, etc.,
good health,
with a preference
enthusiasm, - Work
for candidates with
dynamism, from
article writing
honesty, and a Monday to
skills.
positive work Saturday
- Develop creative attitude. morning,
ideas for writing with
marketing and Saturday
 afternoon
sales content. and Sunday
off.
- Implement
promotional and
communication
programs.

- Conduct product
introduction
livestreams, with a
preference for
candidates with
relevant skills.

- Shoot, edit,
design, and upload
advertising videos
and product
descriptions as
required by the
organization.

- Create new video

content based on
trends and the
organization's
direction.

- Manage the
fanpage: Post
updates, monitor
customer chats, and
analyze fanpage
metrics.

- Detailed job
responsibilities will
be discussed
further during the
interview.

Security
guard -Maintain peace -Prioritize males
and protect security
 at the store. under 50 years old.

-Provide parking -Health conditions

and valet services required:
for customers flexibility, agility,
coming to the ability to handle
store. high pressure at
work.
-Protect the store's
assets. -Adhere to
disciplinary rules,
-Assist customers seriousness in
in carrying and work, professional
lifting items demeanor.
Accounta
nt - Recording - Working
financial activities hours are
and auditing during
accounting records. regular
business
- Creating hours.
appropriate legal
documents for the
financial activities
of the business. - Work
from
- Analyzing and Monday to
processing data to Saturday
report the financial morning,
situation to higher- with
level management. Saturday
- Processing salary afternoon
payments for and Sunday
employees. off.

- Budgeting for
expenses and
forecasting profits
to implement
promotional
programs,
discounts, and
 advertising.

- Providing
business
performance
reports to the
Board of Directors
and developing
financial plans for
each store, as well
as setting goals to
be achieved.
Store - Work
manager - Recruitment, -Female; graduated from
hiring, and training from high school Monday to
of employees for Saturday
the stores.
morning,
- Scheduling work -Under 45 years with
shifts for store old Saturday
employees. afternoon
-Has a positive
and Sunday
- Evaluating the work record,
trusted by off.
store and employee
performance. colleagues, and
recommended for
- Managing the promotion
finances of the
store, including -Physically fit for
revenue accounting work, enthusiastic
and physical
inventory.

- Dealing with
customer
complaints and
resolving issues
related to store
operations.
There is flexible differentiation and reasonable arrangement of the number of employees
in the 3 systems.
The check-in check-out software is used to manage the working hours of employees.

4.3.2 Recruitment and selection of store employees

 Recruitment and selection of employees through Facebook, Zalo, posting
announcements on the website, and posting notices in the store. From there, the
best candidates are screened for interviews.
 Job analysis: identifying essential activities used to determine the potential level of
employees, using an effective work analysis table to help managers identify
strengths and weaknesses of employees and assign tasks for better results.
 Job description: Includes detailed instructions for recruitment, training, and also
used to evaluate the suitability of employees.
 Positioning potential employees: the supermarket system will prioritize long-term
staff, prioritize people in the city to ensure resources for the store during long
holidays.
 Screening process: Through sending job applications to the store and detailed
exchanges with managers via Zalo. From there, confirmation is made to the store
for direct interviews.
 Job application: Containing information about personal introduction, experience,
work history of the employer, education and training, personal health.
 Selection of suitable candidates: Applicants will come to the store and have direct
discussions with managers to discuss specific job details, benefits, and
employment contracts. The employer will ask questions to test the level of
adaptability and suitability for the system.
 Probation and formal employment: There is a one-week probation period to
familiarize with the store, products, operations, and evaluate agility and
communication skills, then sign the contract and start formal work.
4.3.3 Orientation and training of new store employees
 New employees will start learning and getting acquainted with the job and work
environment under the supervision and assistance of managers and employees
with shifts at the store during the first probation week. Emphasize a proactive
attitude for learning.
 At the end of the first week, if the employee is evaluated as meeting the
requirements, they will sign the contract and receive the official salary.
 There is timely monitoring and reminders during work to rectify errors, avoid
developing complex issues, and minimize cases of resignation.
4.3.4 Creating motivation and effective management of supermarket system employees
  Creating motivation for employees through:
 Every 6 months of work, employees will receive an hourly wage increase.
 Encouragement and small rewards through occasions such as holidays, birthdays
to motivate and encourage continuous improvement.
 Creating a professional, comfortable, and convenient working environment for
employees to work more effectively and increase their motivation.
 Management has the task of resolving issues related to employees and caring
about their lives and experiences revolving around the work environment.
 Organizing small parties, team building activities to bond everyone.
 Providing incentives such as discounts, discounts when purchasing products,
discounts for services and products of the company to create satisfaction and
motivation for employees.
 Providing reasonable days off and leave for employees.
 Effective management of each employee:
 Require employees (cashiers, salespeople) to provide their available working time
in advance each month to arrange a reasonable work schedule and distribute tasks
evenly.
 Proactively inquire in case the productivity of employees suddenly decreases.
 Provide opportunities for advancement for employees, helping them develop their
careers and contribute to the company.
4.4 Retail Communication Mix
4.5 Sale Consulting and Customer Care
4.5.1 The CRM Process
 Retailers must listen to what customers have to say through open communications.
This process is iterative and continuous.
 They should analyze the information about buying behavior and content
personality of customer available through various touchpoints – marketing
programs to them.
 They need to do the right programs and take the appropriate actions to promote
commerce and get customers to buy.
4.5.2 Collecting customer shopping data
 Payment transactions: Customer has the option to becom our member. If they
agree, they need to provide the business with their complete and unique
informations only once, include: Name, phone number, address, birthday, etc. For
subsequent purchases, customer just need to confirm their phone number to save
time, Special promotional offers are applied exclusively to this group, making
them feel beneficial and not an invasion of privacy to do that. Customer can use
 the card to exchange ponits for items at the store. This allows for collecting
additional information about them too.
 Connecting with customer: Establish communication channels such as Website, in
store, Fanpage on Facebook and the contact number at Zalo to provide answers
and advice. That customer are concerned about and frequently encounter, thereby
building a customer information system.
4.5.3 Analyzing cusstomer data and identifying target customers
 Collect data from various sources, including registered member information,
purchase history, website activities and other social media channels.
 Determine the value of each customer based on purchase frequency and the
amount spent per purchase. From this, specific strategies are developed to target
the key customer group to continue grow of the business.
 Identify target customer: One of the goals of CRM is to identify and cater to the
retailer’s most valuable customers. Retailers often use information in their
customer databases to determine how valuable each customer is to their firm.
4.5.4 Customer Segmention
 Gold: This segment includes customer who contribute 25% of the total value. For
business, these are typically agents and wholesalers.This group Henerates high
profits and tends to be the most loyal, often being less price-sensitive. They place
higher value on customer service.
 Silver: Although this group purchases a large number of goods from retailers,
their loyalty is not as strong. They may choose another from competitors. The
profitability of silver customer is lower than the gold.
 Bronze: They make the modest purchases. Their spending, loyalty and profitability
are not signigicant enough to be considered.
 Potential: This refers still new customer but may bring substantial revenue in the
future.
4.5.5 Plaining and Retaining frequent shopper
That customers are committed to purchasing merchandise and services from the retailer
and will resist the activities of competitors attempting to attract their patronage.
They develop a bond with the retailer that is based on an emotional connection, beyond
just having a positive feeling about it.
Customers feel that the retailer is a friend, so encourages them to make repeat purchases
and recommend it to their friends and family.
  We need to provide suitability to promote and services to drive commerce and
increase customer’s purchase decisions.
 Creating a comfortable and impressive customer experience: The staff always
maintain be friendly and enthusiastic attitude while consulting with customer to
meet their specific needs. Don’t be ever push additional sales, especially when
customers are undecided between multiple brands.
 Personaliztion program: Customer provide infomation about their name, birthday,
phone number and addresss (if delivery service is required) to earn loyalty points
and facilitate future communication. They will be the first to be informed abput
promotions, special offers or new products. Consequently, with each purchase,
more comfotable relationship between the business and customer, without being
invasion of privacy.
4.5.6 Develop CRM through frequent shopper programs
 Point accumulation based on invoice value: Their invoice can accumlate 10%
points to their membership card. These ponits can be use for all products have the
same value at the store.
 Gifts and vouchers on special occasion: Frequent shopper will receive birthday
wishes with a discount code, usable once at store and valid for one month. Or
during business’s anniversary and holiday, customer also receive promotional gifts
with their purchases.
 Special customer services: These aim to strengthen loyalty and increase customer
satisfaction
 Consultation service: Always available to engage with and undestand customers,
help them make the best purchasing decisions.
 Home delivery service: Available for customers who shopping online.
 Return an exchange service: Provide if have any issues arise
4.6 Customer Service
4.6.1 Services Offered by Retailers:
a) Payment Policy:
- By Cash
- Credit Cards
- Debit Cards
- NFC mobile payments
- Bank transfer (Account name: INTIMEX DA NANG JOINT STOCK
COMPANY) and will deliver the goods after the transfer is confirmed
successfully.
b) Inspection Policy:
- Checked with delivery staff at the time of pick-up.
 - If it is found wrong, the customer service department will support the return.
c) Delivery Policy:
- Including 2 methods: Customers buy goods directly at the company, store or ship
goods.
d) Privacy Policy:
- We are committed to the confidentiality of customers' personal information and
will resolve all complaints related to personal information in the fastest and most
effective manner.
e) Return Policy:
- In the prescribed cases, customers can check the condition of the goods and
exchange – return them right at the time of receipt (dry products: 03 days, fresh
products: 1 day).
- Cost: customers will be free of charge for return and delivery to the requested
location if it is a defect from Danavi Mart.
f) There is a link for customers to send questions to the business to get a response as
soon as possible.
g) Assist customers in selecting goods: trained staff to advise according to customer
needs.
h) There are many other services to provide customers such as: trolleys/shopping
carts, gift packages, parking spaces, toilets, clearly listed commodity prices...
4.6.2 Improving Retail Costumer Service Quality
When customer expectations and perceptions are not similar, it creates a
significant gap. So how to improve the quality of customer service?
a) Knowing What Customers Want (The Knowlege gap)
- Through social networks such as Facebook, Instagram, Youtube:
 Track customer reviews of products of businesses and competitors such as
Winmart+, Joly Mart... to better understand customers, thereby providing
appropriate services.
 Regular interaction, quick response and in-depth advice, thereby building
trust for customers
- Feedback from store employees:
 Store staff are in regular contact with customers to gather first-hand
information about customer service issues and expectations.
- Customer complaints: the business keeps track of all complaints and reasons for
returning goods. From there, they can improve their services better.
- Customer surveys: encourage customers to review and comment on Google Maps
(295 articles with 4.2/5 stars)
- Technology Use: ???
b) Setting Service Standards (The Standards gap)
- Commit to service quality: Good quality, competitive price, professional service
"Danavi Mart - Dedicated to customers"
- Set service goals: These goals are based on customer needs rather than the
practicality and efficiency of the business
 All customers are welcomed and enthusiastically consulted by the staff
 Respond to all customer inquiries via text and email as quickly as possible
 The shopping space is neatly arranged, displayed in an eye-catching and
logical way so that customers can easily find products
 Prioritize timely processing and delivery of products, respond to needs
quickly and accurately
 Organize customer interaction activities such as customer gratitude
programs, etc.
 Ensure on-time and timely delivery, high delivery success rate
 Update new product information regularly
- Measure service performance:
 Periodic customer surveys to evaluate service quality
 Reward employees with high sales and double-check for employees with
low sales
c) Meeting and Exceeding Service Goals (The Delivery gap)
- Give information and training:
 Understand the service standards of the business, the goods they provide
such as the attached features of the product, how it is different from the rest
of the competitors and customer needs to help employees be able to
confidently answer customer questions, consult products professionally, etc
thereby improving service quality.
 Employees are equipped with necessary skills such as how to interact with
customers, predict customer needs, communication skills, etc. to solve all
problems that arise, thereby bringing a great shopping experience to
customers.
- Empower service empolyees: empowering employees allows employees to
proactively make decisions about how to serve customers, such as deciding to
refund or return goods when customers say the product is defective,... not only
improving service quality but also increasing interest, responsibility, stimulating
initiatives, and encouraging employees to learn.
- Providing instrumental and emotional support:
 Instrumental support
 Emotional support
- Provide incentives: motivate employees by adopting flexible compensation and
bonuses, considering salary and bonuses based on performance.
- Improve internal communications
 - Offer incentives
d) Communicating The Service Promise (The Communication gap)
- Make realistic commitments: marketing and business operations departments must
be evenly connected with each other through communication programs. When
these two departments work together, it will help businesses increase sales and
improve customer experience.
- Manage customer expectations: communicate information in a transparent and
accurate way, use easy-to-understand language, avoid making unrealistic
expectations that make customers gradually lose trust and dissatisfied with the
shopping experience.
4.6.3 Using Technology
- Businesses use modern QR code scanning payment technology, customers can
easily shop, save time and avoid the hassle of not carrying cash.
4.6.4 Service Recovery
a) Listening to Customers
- Listen to customers present their questions and suggestions, avoid arguments or
have a harsh attitude during exchanges so that customers feel respected.
- Employees should create conditions for customers to freely express their opinions
without interruption.
- Always keep a gentle and open attitude to customers. At the same time, clearly
identify the problems that customers are facing and offer the most appropriate and
effective solutions.
b) Providing a Fair Solution
- Distributive fairness: because fairness in distribution is subjective, businesses need
to take the time to better understand each customer, providing personalized
solutions to their needs and expectations.
- Procedural fairness: payment process, consultation, complaint handling,... are
clearly structured, and employees are encouraged to use judgment and flexibility
to find the most suitable solution for each specific situation.
- Respect and courtesy are the guiding principles in communicating with customers,
so always be caring and friendly to everyone whether they make a purchase or not.
c) Resolving Problems Quickly

4.7 Budget Planning and Controlling for Store