Kameneva Marina

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Kameneva Marina The President of Russian BA
HAND IN HAND WITH CUSTOMERS ALONG THE LIFE PATH
Practices of 'MOSCOW' and 'MEDVEDKOVO' Bookshops
Amsterdam, The Netherlands
11-14 June 2008
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WE
OUR
CUSTOMERS
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WORKING WITH CUSTOMERS MAKES A STRATEGY
GUIDED BY CUSTOMERS THEMSELVES
MONITORING CUSTOMERS
SERVICE PORTFOLIO PROVIDING COMFORT AND
CONVENIENCE (CONTRIBUTE TO IMAGE)
SERVICE PORTFOLIO ENCOURAGING PERCHASE (CONTRIBUT
E TO REVENUE)
PROVOKING AND STIMULATION OF RESPONSE
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YOUR CUSTOMERSWHAT ARE THEY?
1. SOCIOLOGICAL RESEARCH SINCE 1995
2. ANALYSIS OF DATA BASE OF DISCOUNT CARDS
HOLDERS AND THEIR PURCHASES
PERMANENT 100.000 CHIP DISCOUNT CARDS HOLDERS IN
THE DATABASE
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PORTRAIT OF A CLIENT
70 OF REGULAR CLIENTS
45 MALES
55 FEMALES
30 aged 17-24 30 aged 25-34 30 aged 35-55
10 aged 56
90 HAVE HIGH EDUCATION
THE MAJORITY ARE READY TO SPEND ON BOOKS ABOUT
33EURO MONTHLY
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PORTRAIT OF A CLIENT
43 MALES 57 FEMALES
50 HIGHLY EDUCATED
FAMILY BOOKSHOP VAST NUMBER OF CHILDREN AND
YOUNGSTERS
62 ARE READY TO SPEND ON BOOKS ABOUT 15EURO
MONTHLY
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VARIETY OF SERVICES 10 additional service
clusters that encourage purchase and increase its
value

• Comfort and convenience
• - convenient working hours
• plastic carrier bags for wet umbrellas
• - glasses for the forgetful
• - sensor marketing

Finding a specific book - Info desk - emails -
Book Searcher - shops website

• Hearing customers complaints and requests
• answerphone Director is Listening,
• Please Speak up!
• - Forum on the shops website
• - blog Bookhouse Moscow Ltd

• Helping to choose
• - Call a Shop Assistant-button
• consulting and recommendation in the area
• pocket PC containing the entire shop database
• a display We Have Read It and Can Advise

Making a present Book token

• Convenient paying
• - cash
• credit card
• - bank transaction

• Enlarging proposals
• - company badges
• gift wrapping
• - photo
• - stationery

Getting a discount - discount cards - social
benefits cards - project A Mostly Reading
Student

• Leisure time spending
• arranging meetings with writers
• on the regular basis and introdu
• - cing new editions
• project Book Insomnia
• - project Students Day

• Time saving
• - orders in advance
• selection and creation
• of home and office
• libraries

COLOUR CLARIFICATION
-encouraging purchase
-increasing value
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INNOVATIONS WORK FOR BOOKTRADE
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MICROCHIP CARD ENABLES PROJECTS
Microchip card
Diverse projects imply the use of smart-card
technology

• Smart-card technology pros
• Identification of customers in one of two
  bookshops of the
• chain Moscow-Medvedkovo Limited
• Repetitive use
• Gathering and storring information on customers,
  viz. birthday,
• visit frequency, place of work, particular
  subject preference, etc
• Ten years validity

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MICROCHIP CARD ENABLES PROJECTS
a cradle of a good person
A BOOK is
DISCOUNT
BOOK
CARD
TOKENS
FRIENDS
Microchip
Virtual World
CLUB
CARD
Time-card
CARD
The Second Life of Books
Social benefits
card
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An average price of a book in Moscow is 5,52EURO
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Purchases by regular customers make 75 of
overall turnover
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SERVICE PORTFOLIO ENCOURAGING PURCHASE
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Easy to Find the Way
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Catchy Visual Informative System
Impressive way signs hanging down from the
ceiling and seen from anywhere in the shop make
it easy to find the way on 1.000 sq.m. The
colour of a way sign is the same as a particular
section refurbishment that forwards customers to
a specific area needed.
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Losing temper whilst searching for a book? - Rely
on a Book Search Device!
Six book searching terminals secure an effective
and rapid search of any book a customer wishes by
either an authors name, title, key word or
publisher. Replies on the queries may be printed
out and contain the info including bookcase-shelf
numbers and price.
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A Plan of Sections by the Book Searching Terminals
Books have their own addresses, hence bookcases
and shelves are numbered
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THE SAME INFORMATION MAY BE OBTAINED ON
CUSTOMERS PCs FROM THE SHOPS WEBSITE
www.moscowbooks.ru
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ON THE SHOPS WEBSITE CUSTOMERS MAY ALSO
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Call a Shop Assistant Button
A simple automatic device that makes personnél
to show up immediately and consists of a simple
sender and receiver. CALL A SHOP ASSISTANT
Now customers do not have to wait or look for our
staff. It is enough to press the button. The
signal arrives at a shop assistants pager.. see
what happens
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A pocket PC also lets the staff sucure catering
for the needs of customers when required. Pocket
PC contains the ENTIRE title database of the
shop.
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We have read it and advise you
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A display We Have Read and Advise You helps
customers who do not have any particular choice
target. Those who rely on media may have here
recommendations of trendy magazines. Diverse
litterature awards laureates always are of
consumers interest.
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Mostly trendy way to recommend a particular book
to a customer proves a rare project run by
"Moscow" bookshop and "Echo of Moscow" radio
station
FOR HOROSCOPE ENTHUSIASTS
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BOOK HOROSCOPE
BOOK HOROSCOPE About one million listerners make
a daily audience to Echo of Moscow radio station.
In collaboration with Moscow bookshop the radio
station broadcasts the sending both on radio and
plasma screen in the shop. Each sign of Zodiac is
daily recommended a certain book.
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Recommended by the Book Horoscope items may also
be found on the shops website
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Value of a piece of good advice
In Moscow bookshop a completed purchase makes
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Apart from intended units bought there are 41
who obtain other unintended titles
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SERVICE PORTFOLIO PROVIDING COMFORT AND
CONVENIENCE
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CONVENIENT WORKING HOURS 10a.m.-1a.m.
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12 TABLES BOOK CAFE Here customers may
have a good rest with a cup of coffee
skim a book or listen to an audiobook
pick out a piece of music or an audiobook on
the touch screenand indulge
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12 Tables also is a place for sign sessions and
presentations. The screen and projector transmit
seminars and ad trailors.
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WEBCAM Being anywhere in the world albeit on line
fans will never miss their beloved writer
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SMALL CONVENIENCES CATER FOR HUGE LOYALTY
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WE ALWAYS HAVE GOOD WEATHER
Pouring rain outside? A customer will certainly
appreciate having a plastic carrier bag to put
his/her wet umbrella. Count on ALWAYS good
weather in our place!
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GLASSES FOR THE FORGETFUL
??????????? ??
A rack with a variety of plus dioptric
spectacles can for sure be a solution for
forgetful customers.
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EXPLOIT A RECENT TREND IN MARKETING
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NEUROMARKETING
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AROMA MARKETINGA complex and mood enhancing aroma
is comprised by testing an assessment group in
different ages. Aromatic composition wafted by
using a recent technology of natural air
diffusion that is triggered off by several aroma
devices and upplifts customers spirit. AUDIO
MARKETING Music is gathered with due regard for
customers various ages. It is never annoying or
obtrusive. VISUAL MARKETING A specially
arranged videotrailers on plasma screens bring
about a required mood with the customers in the
area. New additions, endoresments, events and
services also are in focus on the screens.
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By Customers Evaluated Environment inthe Shop The
Results of Questionnaire 2008
86,3 of visitors estimate the atmosphere in the
shop as positive
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A recent awesome service for customers. A Virtual
Comménts Book The Director is Listening, Please
Speak up is launched in Moscow bookshop in June
2007
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STIMULATION OF RESPONSE
1. The director is listening, please speak
up!
2. Blog of the shop on the Internet
3. Forum on the shop's website
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Customers wish to be heard. The primary concern
is to hear their voice. A recently launced
service The Director is Listening, Please Speak
up! is advertised on plasma screens in the
area.
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Wish to state your opinion/remark/complaint?
Please leave your message with the director!
About thirty messages monthly are grouped as
follows
- assortment 26- book arrangement 22-
services 30- safety and security 9 - LOVE
DECLARATION 3 - other 10
All incoming queries are processed by responsible
staff. The majority of offers, vis. 82 are put
in hand.
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STIMULATION OF RESPONSE
1. The Director is Listening, Please Speak up!
2. Blog of the shop on the Internet
http//moscowbooks.livejournal.com
http//blogs.mail.ru/mail/moscowbooks50
3. Forum on the shop's website
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Blog turns an effective tool of informal
communication with customers on the Internet.
It states their opinion and enables to survey
it. Moscow is the first bookshop that created
its blog.
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STIMULATION OF RESPONSE
1. The Director is Listening, Please Speak
up!
2. Blog of the shop on the Internet
3. Forum on the shop's website
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Forum on Moscow bookshops website is closer
than it seems. We expect you on our Forum open
for discussions.
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Forum on Medvedkovos website www.bearbooks.ru
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IMAGE FORGED WITH INTEREST Bring pleasure to your
customers and turn it to your benefit!
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OUR DISTINDUISHING BADGE
Creative badges from Moscow bookshop are
success not only with youngsters Retail price
on one piece is 1,3 Expenditures were covered
within two months
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CARE AND ENGAGEMENT WITH CUSTOMERS ALWAYS IS
RESPONDED!
Trade Bookshop Moscow Limited is celebrating its
50th anniversary in 2008.
We daily meet and serve 8-10 thousand visitors.
75 regular customers!
Entire family visits have appeared to be a long
lasting tradition.
The slogan we use was given us as a gift by the
customers themselves
MY FAVOURITE BOOKSHOP
OUR CUSTOMERS TURN THE LIFE-LONG CLIENTS!
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The life should be long-lasting
and customers - for life!
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We wish you a long life
and customers - forever!
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MANY THANKS FOR YOUR KIND ATTENTION!