百货商场消费体验的关键要素分析

The Key Element Analysis on the Consumption Experience on Department Stores

百货商场顾客消费观念日趋体验化,通过让顾客在商场购物时获得独特的购物体验吸引顾客、愉悦顾客、留住顾客成为百货商场获得长期发展的关键。消费体验的关键要素可分为广告涉入体验、环境体验、服务体验、情感体验五类。百货商场消费体验应重在细节化管理,通过差异体验留住顾客。

With the concept of consumption on the department stores increasingly experiencing, how to attract, entertain, and retain customers by unique experience is the key to the long-term development for the department stores. The characteristics of consumption experience include advisement experience, enviornment experience, service experience and motion experience. The consumption experience on department stores should pay attention to the detail management and grasp customers by the difference experience.