2. attributes
We tested the attributes with people, resulting in the order of importance for
each of them
1. Trust and reliability of TCS brand equity
2. A unique social shopping experience
3. Offering a large variety of original products and brands
4. Right prices and deals
5. Smart and secure payment options (cash, cards, net banking, over the
counter collections across nationwide bank branches and express
centers)
6. After sales & support
7. Accessible through Web, Mobile, Retail Outlets, Catalogue & Contact
Centers
8. Nationwide doorstep delivery
3. we found that …
• People give importance to the brand /
company behind a product
• They look for the best value, which is usually
translated into
– Large variety of products
– Best prices and deals
– Original products and brands
• Interestingly, the smart payment options was
never among the top 4 priority features
4. we have also noticed that…
• People go to a particular store for a reason,
Metro, Imtiaz Super Store, Roasters, Nandos,
one corner shop among many… WHY?
• People purchase specific brands, from specific
online or on-ground stores… WHY?
• They will travel long distances, park their cars
in some inconvenient spots too, but they will
go to specific places in complete rush hours…
WHY?
5. • In most cases, we’ve noticed that where
people normally gather at are usually under-
advertised or not so publicized places
• Yet, these places grow, because there is one
simple and unique ingredient that each offers
• Its not just about the taste, its not just about
the prices, not just about the
convenience, and definitely not just about the
status
6. so what do people really want?
• One word ---------- VALUE
• Whoever can give them the value they look
toward, they will go with it
• For 28 years TCS has been a part of everyone’s
lives in Pakistan, for better or worse, but is
recognized – VALUE DELIVERED
• Prices and deals – in this economy, this is one
of the biggest factors, but not the only one
7. offer…
• We’re working with vendors to come up with
– The best possible prices of products
– As extensive a variety that can be offered
– Deals and promotions to deliver something extra
• We are ourselves providing
– A different experience, social connections
– Multiple payment options
– Nationwide delivery through our trusted network
– Ability to purchase through multiple channels
8. reach...
• We’re communicating with them
– Advertising
– Social connections and conversations
– Website visuals and product display
– Regular updates through email and post
– Visibility at our outlets across the country
– Interaction at website, call center, express
centers, delivery couriers
– Engaging activities online and on-ground
9. staying ahead in the game…
• Stores which are over a 100 year old in most
countries, with time have to stay ahead of
their competition, be unique, be
spontaneous, be surprising
• So what is the real ingredient that is at the
core of a better experience?
11. • KLM Surprise
• Live Reply
• Twitter Feeds
• Facebook Feeds
• Are you happy?
12. relationship building…
• We need to
– Personalize every story we tell
– Engage our customers, they should feel special
– Listen when a customer tells us something
– Solve problems, go out of the way to resolve
– Know them well, our database will help us learn from
them better
– Remember their special days, why they are angry,
happy, sad, overjoyed, be with them and tune into
them
– Become an inherent part of their lives
13. • Though we may want to ensure sales, there
should be something in our service for
everyone
– Even the casual browser has a choice and wants to
know what’s happening
– Some would just want to know about specific
products and prices
– Some will purchase and enjoy their prize
– Others will look for something extra <------ this is
what matters the most … what can we do more
14. Let’s build
relationships
success will surely be ours
