The objectives of Robinsons’ communication mix is to inform, persuade and remind their existing or acquiring customers about their latest offerings from the departmental store. One of the two popular communication approaches adopted by Robinsons is Sales Promotion and Salespeople.
Sales promotions are targeted at three different audiences: consumers, resellers, and the company's own sales force. Sales promotion acts as a competitive weapon by providing an extra incentive for the target shoppers to purchase or support one brand over another. It is effective to spur unplanned purchases and boost the customers overall connection with the retailer.
Sales Promotion
Robinson carries out sales promotions on a regular basis in order to boost their sales from time to time, maintain its overall sales target every month of the year and connects with their customers about updates to boost loyalty and anticipation.
One of the popular sales promotion tools that Robinsons is using the Robinsons Expo Sale which is organized every 3 to 5 months. Usually, this event will be heavily advertised in the papers or the internet, sometimes during television commercials. The discounts can go up to as high as 70% for a wide variety of items and assortments targeted at households such as bed linen and appliances. They even provide assortments for various high end brands such as Braun Buffel, Trucco, Defry, etc.
Besides having Expo sales at different times of the year, Robinsons also have its own in-store promotion on a regular basis to bring in the crowds during weekends and especially public holidays. They have put in a considerably effort to roll out extensive promotion and even changed the outlook of the departments consistently to relate to the theme of the promotion. One good example is the on-going Staycation promotion that they are having.
The “Staycation” is inspired from the word “Vacation”. As the economic outlook is not very positive these days, Robinsons has taken this opportunity to create a promotion plan that caters to their customers’ budget which has decrease moderately due to their frugal habits in this bad global economy on the whole. Hence, instead of not having plans to go overseas to enjoy themselves, Robinsons used the “Staycation” which in order words, means staying in Singapore for a “vacation” at the Robinsons store. Coupons and further debates are given and informed to customers who have the Robinsons Platinum card by mail and this method has proven effective many times.
Sales People
No matter how good Robinsons are at making decisions for the business, they will never be perfect. The customer will never have all the facts about new trends, new products & services, new ways of doing things if there isn’t a person there to guide them along, updating them on the company’s products.
Hence, in order to live up with their corporate mission of offering quality, value and service, Robinsons believes strongly in developing their people to the fullest potential so as to provide the customers with the highest level of service with the best retail experience
A sales associate is responsible for maintaining outstanding customer service as per company standards, generating sales, merchandising, and safeguarding the company assets. An effective sales associate will find ways to approach their customer when they first notice them entering the department. Next, they will be available as and when the customer needs any assistance. If the customers should have any enquires regarding the products, the sales associate will there to clear their doubts with their product knowledge. With a good service and product knowledge, the customer will tend to give credence and trust to what the sales associate says. Hence, they have become the trusted advisors and important asset for the success of a retail organization such as Robinsons.
For example, when there any enquiries on upcoming promotions or special discounts already available, Robinsons Sales Associates will inform the customers during their shopping experience and delight them by giving extra service. When the customers are informed about the special discounts available and the benefits that the company is giving them such as lucky draws, freebies, or rebates, they will be very pleased that they are not left out and missed the opportunity. As many loyal customers of Robinsons can be too busy to read their mails or email, these Sales Associates will be able to communicate the latest offerings and update them instantly at the store itself.