信義週年慶成長6% SOGO很危險,來店禮一堆 - 百貨公司

By Irma
at 2013-11-13T11:04
at 2013-11-13T11:04
Table of Contents
http://goris.pixnet.net/blog/post/39908015 圖文網誌版
信義新天地週年慶成長6%,忠孝SOGO...很危險(來店禮第二天晚上還剩一大堆)
http://goris.pixnet.net/album/photo/260152994
時至11月中,全台灣龍頭百貨忠孝SOGO週年慶也已進入差不多一半了,本來這應該是要等
整個檔次結束後,再來檢視數據,然後進而去比較新光三越、SOGO以及遠東等主要百貨的
週年慶表現,目前已得知新光三越台北信義新天地週年慶整體成長約6%,是目前所有百貨
週年慶中表現最好的,另外早就結束的新光三越南西店表現不如預期,反倒本來會以為應
該還不錯的忠孝SOGO,從目前種種跡象來看,推測是不太妙...,以11/9和11/10兩天來看
,這兩天最大的意義在於是忠孝SOGO週年慶的第一個週末日,卻看不到太多相關新聞報導
...,這是一個詭異的現象,原本是想故意避開六日,趁週二再去逛逛,人潮好像沒有想
像中的多,但這只能感覺...,說不準的,是抽象的...,不過當我11/12晚上八點到樓上
本來只是想換禮券時,看到一個驚人的景象,就是ANNA SUI的來店禮竟然還剩一大堆...
,這一切就都能解釋了。
http://goris.pixnet.net/album/photo/260152950
2013百貨業非常慘,母親節檔期就是個很好的例子,幾乎沒有一間百貨達成,或者頂多達
標而已,一向驕傲的忠孝SOGO,這次也不是沒有在怕,或者可以解釋相當怕...,首先,
復興館的革命性改裝,把所有化妝品都趕去B1和女鞋區擺在一起,引進大量的國際精品設
立旗艦店,希望改變策略,不過,這個賭注看來應該是輸了,改裝後的2F和3F...,人潮
寥寥可數。
再者,忠孝SOGO這次破天荒的開放化妝品/香氛單筆滿6000送600的禮券可以回抵化妝品/
香氛,這對SOGO來說又是個史無前例。過去忠孝SOGO根本不玩滿千送百,到後來被逼得不
得不於週年慶推出全省百貨公司最高門檻的還只能限定化妝品/香氛單筆滿6000送600,但
送的600只能用在服飾,這其實是合理的,透過這樣的限制才能去挽救更是淒慘的服飾業
績,只是2013年忠孝SOGO破天荒的開放化妝品/香氛單筆滿6000送600的禮券可以回抵化妝
品/香氛,這是一個妥協,一個警示,也代表了一種預估。不過,SOGO其實在2012年底有
另外針對服飾做換季滿千送百,本來預估SOGO是要放棄服飾的業績,全力救化妝品,但後
來針對國泰世華信用卡還是有刷6000送600或刷20000送2000的回饋,不過這樣的門檻一樣
是笨,完全只鼓勵消費者刷2萬就好,好像刷2萬以上都是笨蛋...(當然你如果有兩張國泰
世華信用卡也能拆刷啦,但實在是太麻煩...!!)
無論如何,從櫃位大改裝,然後滿千送百的大改變,以及來店禮和ANNA SUI的結合,再包
括配合國泰世華信用卡的優惠,原本以為SOGO都準備好了,沒想到.......
http://goris.pixnet.net/album/photo/260152952
時間點約是11/12(星期二) 19:20 SOGO忠孝館,上班族的下班時間,我不是太能確定這樣
是多人還是少人,至少看每個櫃櫃姐們幾乎手上都有客人,也就還ok。話說真的週年慶要
多體諒一下櫃姐,很多櫃姐可能一整天都還沒吃飯,所以消費者也是要多體諒一下,可能
服務不會像平常那麼完整,所以通常都建議開打前先做好功課或者試好色,週年慶開始就
直接結帳帶走。
http://goris.pixnet.net/album/photo/260152954
再來看看標榜每日限量的特惠組,基本上,大家都知道,週年慶真的賣得完的特惠組或者
事真正會友人在排隊的特惠組...除了SK-II,其它真的很少人在排隊。倒是LANCOME的清
柔卸妝乳組賣完了,嬌蘭的蜜粉組也賣完了,其它賣完的都只有SK-II,植村秀、雅詩蘭
黛等...都還是掛著。時間點約是11/12(星期二) 21:00
http://goris.pixnet.net/album/photo/260152970
11/11 開始兌換的來店禮ANNA SUI保溫瓶,非常意外到了11/12晚上8點...還有一大堆可
以換,這對於SOGO來說是個新聞,有換過SOGO來店禮的人都知道,幾乎可以說是第一天中
午前就換光,然後就是領補領券,原本我只是上樓要換禮券,意外看到來店禮還有,並且
是一堆...,就也順便換了,反正不用加錢,憑消費500元發票就可以換,不換白不換,時
間點約是11/12(星期二) 20:00。所以,很意外的這樣的來店禮竟然沒有換完,也沒有出
現補領券...。
http://goris.pixnet.net/album/photo/260152984
另外,想要把手上的消費發票一起換掉全館的超值滿額贈,兌換處也幾乎沒人...,不過
發現現場有隱藏滿額贈。就是這個累計10萬元的KENWOOD快煮壺,來自英國的KENWOOD,剛
好對於我自己最近搬新家很實用,而且這款快煮壺價值也還蠻高的,市價是2500元,沒有
上DM的隱藏滿額,推薦給大家。
http://goris.pixnet.net/album/photo/260152956
無論如何,嫌貨才是買貨人,寫這些文章也並非是要不斷批評SOGO,而是總是要有人把一
些真實面給寫出來,才有辦法去認清一些事實,以及再去做更必要性的檢討,如果我真的
這麼討厭SOGO的話,也不會在SOGO花了10萬多元,我覺得消費是互相感染的,消費者不是
沒有錢,而是品牌要怎麼透過說故事的方式去勾引消費者消費,同時間,通路的促銷要如
何打動消費者也更是個課題,基本上,也並非說毫無條件的下殺就能換到成長的業績,以
新光三越台北信義新天地週年慶為例,能夠成長6%也覺不是靠多低的禮券回饋,只是2013
百貨業真的不好,相信2014一定會再有更劇烈的轉型,同樣的,也提醒SOGO別再把自己關
起來了,多看看外面的市場,多聽聽消費者的聲音吧。
延伸閱讀
http://goris.pixnet.net/blog/post/39631141
新光三越台北信義新天地週年慶/開打兌換攻略!!(有料理伊森和澎風嫂!!)
http://goris.pixnet.net/blog/post/39562667
新光三越台北信義新天地週年慶/天天逛,天天有驚喜,天天有獨家加碼
http://goris.pixnet.net/blog/post/39515863
板橋大遠百週年慶預購會禮券兌換攻略/刷10萬就回饋17.5%
http://goris.pixnet.net/blog/post/39428067
HAPPY GO點數兌換攻略/週年慶在遠東百貨兌換最划算!
http://goris.pixnet.net/blog/post/39198035
週年慶必囤!!大容量,平常不打折且沒特惠的品牌/預購會的哀歌
http://goris.pixnet.net/blog/post/38332447
微風週年慶預購會/刷30000送5100,17%禮券回饋最划算
http://goris.pixnet.net/blog/post/38034492
忠孝SOGO復興館BR4大改裝(櫃位總整理)。2樓化妝品將移往B1
--
寒武紀 / 新房客 / 香奈兒 / 阿修羅 / 彼岸花
http://goris.pixnet.net/blog
--
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