CUSTOMER MANAGEMENT (VIETNAM)

01 . 12 . 2011

HR Strategy Team You Ho-Young

AMORE PACIFIC

▣ You Ho-Young

▣ Vietnam

▣ Customer Management

▣ Diamond Department Store

▣ 5

1Research at Diamond Dep.

2 Compare with Korea

3Plan to manage customers

4 conclusion

라네즈

랑콤

샤넬시세이도

에스띠로더

클리닉

비오템

가네보 로레알 록시땅

오휘후

CK

Cle depeau

Clarine

Merard

페르가모

발리

발렌티노 루비오메가

Kaioo

DKNY

베르사체

행사매대

행사매대

던힐

GuertiainPupaKose

bourjois

CalinDiore

Luce’n LeeCharmes

Unique

Princess

PrimaGold

Golden Dew

ST. Dupont Cititime

EyewearMut

ItailEyewear

Jess -1

Furta

Guess ace

Long champ

Guy Laroche

Braun Buffel

Montbuare

chopard

Piquadre

%

Main entrance 1 (49%)

Main entrance 2 (24%)

Main entrance 3 (23%)

Main entrance 4 (4%)

Customer Entering

400 / hour

라네즈

랑콤

샤넬시세이도

에스띠로더

클리닉

비오템

가네보 로레알 록시땅

오휘후

CK

Cle depeau

Clarine

Merard

페르가모

발리

발렌티노 루비오메가

Kaioo

DKNY

베르사체

행사매대

행사매대

던힐

GuertiainPupaKose

bourjois

CalinDiore

Luce’n LeeCharmes

Unique

Princess

PrimaGold

Golden Dew

ST. Dupont Cititime

EyewearMut

ItailEyewear

Jess -1

Furta

Guess ace

Long champ

Guy Laroche

Braun Buffel

Montbuare

chopard

Piquadre

%

MiyakeBvlgari

Hetmlts

Diemtry

①

②

③

⑤

④

The movement are divided into 5 lines.

The first line : Lancome, Chanel ShiseidoThe second line : Clinics , BiothermThe third line : Othres

Our shop most be moved on the line 1 or 2

Weekday

Under 10 207 3.3%

20~30 4,710 75.7

%

40~50 1,161 18.6

%

Over 60 160 2.4%

Weekend

Under 10 122 3.3%

20~30 2,505 66.7

%

40~50 1,003 26.7

%

Over 60 125 3.3%Time 10am ~

2pm

2pm~6pm 6pm~10p

m

Total

Women 558 440 806 1,804

Men 384 340 546 1,270

Total 942 780 1,352 3,074

Ratio 30.6% 25.3% 44.1% 100%

We should focus on Customer age 20 ~ 30

We must prepare promotion for age 20 ~ 30

We need the relocation of staff from 6pm ~ to 10pm

We must fit up to get customer information from 6pm ~ to 10pm

Men

Women

Average

Residence Time

Item of purchase

Interested in stores

Buy in stores Remarks

18.4min 0.7 2.7 0.6

22.5min 1.1 3.3 0.8

21.1min 0.9 3.1 0.7

Shopping Leader

Division

Vietnam

Men

Women

Average

Residence Time

Item of purchase

Interested in stores

Buy in stores Remarks

45.4min 3.4 5.2 2.4

82.4min 6.5 10.2 5.1

75.7min 5.8 8 4.3

Shopping Leader

Korea

Division

Vietnamese have a purchase target / We need to manage the target of customers

Target marketing

- To propose new promotion

Just one promotion Adapting experience New promotion

- To move shop location on line 2

- To launch new brand

Luxury

Premium

Masstige

Mass

오휘후

CK

%

- Education (Staff must suggest customer-card to customers)

- Relocate staff from 6pm ~ 9pm

- Call center have to check customer’s special day

- Target marketing ( Vietnamese have a plan to buy)

- Customer information should be shared (move to premium brand)

- We must make mass brand customers to sale premium brand

Why we need a bucket of waterto use pump?

My opinion is that we more concern to get customer information than management.

Lastly we suggested to change our shop location and new promotion at last month.

Probably It will be started from next year.

THANK YOU

Q & A