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Tuesday 27-Dec-2016
小店舖大哲學 - 英國人的零售業文化
上個月回英國工幹時,其中一樣最令我印象深刻的,是行街。不是說買東西價錢比香港平得令人深刻,而是閒逛行街shopping的體驗。
 
 
相信常在香港逛街的你,都會對那些本地時裝品牌,尤其在holiday season臨近前有所恐懼:由你未進店的一刻,只在櫥窗打量時,店員已經整裝待發,準備向你推銷。一進舖頭,你發現自己多了一位保鏢,長期跟在你身邊說「呢邊啲袋款新返喎」「啱啱返咗啲新褲款」「仲有啲accessories啱返先生你喎」,強力程度不下於呀媽喺屋企叫你溫書食飯飲湯。更甚者,會安排一兩位店員在舖頭門口大叫「兩件八折三件七折呀下,快啲埋嚟睇睇喇」。 

香港時裝店的日常 (圖片:蘋果日報)
 
 
而在英國,情況則大有不同。不論是連鎖大brand還是local小店,作為客人最enjoyable的,都是有自己的shopping空間。我買東西有一種慣性,就是如果我看上一種產品,會左思右想前諗後度,慢慢分析買與不買的利弊,最後才作決定。簡單來說,即是有選擇困難。
 
 
在英國行街買野,最好的是店員們會由得你慢慢睇慢慢揀,不會老是走過來向你推介新款貨品,也不會因為你揀完一輪最後都買不下手而給你一個反白眼。走入舖頭,你可以盡情享受店舖設計為你帶來的舒適環境,溜溜逛逛看一下有甚麼想買,再研究一下產品是否合心意。而行商店的短短十到十五分鐘,你可以連一個店員都看不見。 

英國的家具店 (圖片:chimecms.com)
 
 
是店家沒有請人嗎?還是他們都在蛇王傾計?非也。英國的店員們各有各忙,執貨的執貨,擺櫥窗的擺櫥窗。表面上各施其職,實際上他們都好細心留意每位客人在店的情況。一般情況下,他們只會在你進店是給你一個warm greeting,說句how are you doing然後就由你自己看。但到時到候,當你貌似猶豫不決,不知要不要買那條藍綠格仔頸巾時,他們就會出現在你身邊,那著一條紅藍色間條頸巾,問你「要不要也試試這個?可能比藍綠格仔更襯你。」
 
 
對的,他們可能長著一張黃種人面孔,對你說中文。但即便是中國或香港留學生店員,都早就搣甩了那陣香港式「chur爆」銷售手法,並讓你感到在英國消費原來可以如此舒暢。
 
 
可能你覺得這樣好creepy。但最wonderful的,正是他們會不知不覺間從心去為客人想,即使業績要緊,還是客人至上,想從客人角度去提供一個舒適的環境和愉快的購物體驗。這回事,我也不得不承認,香港有很大的進步空間。不過,其實也不是那麼差啦。一些大企業或外資也在靜靜地改變著香港的零售文化,Apple Store就是好例子。 
Apple Store (圖片:express.co.uk) 
 


圖片:tournorfolk.co.uk

文章作者為英識教育Britannia StudyLink 創辦人陳思銘 Samuel Chan。
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Samuel Chan, the winner of Alumni Awards 2017, is the founder of Britannia. He had studied in the UK since the age of 9 for 15 years and achieved his master degree in International Political Economy at University of Warwick. Now he shares his experiences and professional advice in education columns in Hong Kong’s major newspapers.

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