Public Relation also one of their promotional mix that Parkson applied in their business strategy. Parkson is a company that very concern on charitable contributions to society. Therefore, Parkson conducts a lot of Corporate Social Responsibility Programme such as “My Park” Programme. In this programme, Parkson had adopted many parks throughout Malaysia. This programme’s purpose is to promote healthy lifestyle among Malaysian and provide a good environment for young children to learn about their natural surroundings.
This kind of Social Responsibility Programme had given Parkson chance to build up good image among people and customers, this is one of their public relation skills to the public, so that people can recognize and support them in future. Besides, Parkson is going green by encouraging their customers cut down the usage of plastic bags, every Saturday is “No Plastic Bag Day “for Parkson, thus customers have to bring their own shopping bags to Parkson. This can be considered as one kind of public relation that builds relationship with social community by conducting their business in a greener and environmental friendly way.
Therefore, the customers will feel that Parkson is a trustworthy retailer in market because they have taken their social responsibility and ethic seriously. Personal Selling Parkson store has employed many promoters to conduct personal selling in every department store. Every promoter had given basic training about products’ information and communication skills to serve customers effectively. Those promoters in Parkson are giving samples to customers and persuade the customers through presentation about the products individually.
Example, Nike store’s promoter explain the features about the new launch sport shoes to customers and tell the advantages and benefits of wearing it. In addition, the staffs in Parkson have always encouraged their customers register as Parkson Member so that they can enjoy more benefits that offer from Parkson. From this, we can recognize that this also consider as personal selling. This can ensure that the customers will be loyal to Parkson and future purchase will be happened. Thus, Parkson’s staffs have taken a very important role in personal selling.
Sales Promotion Sales promotion is promotion events under Parkson store or different brands departmental stores. These promotion events can be End-Year Sales Promotion, Parkson Baby Fair, Mad about Men and others, all these are the promotion events that will be conducted in Parkson. Examples such as Parkson Bonus link Members’ Day Sale Exclusive; Parkson will give different amount of coupons to those customers who buy above particular amount. Besides, Parkson also used to conduct contest or sweepstakes for customers to encourage them buy more.
Parkson has offered special rebates for Parkson Elite Card Members; whoever is the Parkson Elite Card Member can enjoy RM300 Elite Points for the first storewide purchase of RM3000 and above. When Parkson celebrates 25th years anniversary, Parkson offers a sales promotion “The Green Deals” to their members, this promotion not only attract the customers and increase the sales, it also can build up their customers loyalty and faith by planting the seeds in the customers’ mind that Parkson is a strong and trustworthy retailer in the marker.
Direct Marketing Parkson has used a very efficient way to engage its customer to their direct marketing. The idea is actually when anyone access to the Parkson’s website then will first come to a web page that ask customers to register as their online customers in order to enjoy online shopping in Parkson’s website. I think that this is a very strong influence to customers in this generation because most of the Generation Y are used to online shopping rather that step in store to buy something.
Therefore,after the customers register as the Parkson member, Parkson will do further follow up by using email , phone call or post the customers the latest promotion. All these are the direct marketing skills that using by Parkson and it did successfully make a big increase in sales. Besides, Parkson are using social media such as Facebook to approach the customers group and it update their customers with latest promotions or events because now Facebook is the one which so powerful tool for advertising business and make Parkson more customer friendly in two way communication.
Courtney from Study Moose
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