Lack of customer assistance: A study of c brand store in Ho Chi Minh city of m fashion retail company

Abstract

M Fashion Retail Company, a leading distributor and retailer of fashion products in the Vietnamese market, manages over 26 international brands, ranging from mass to luxury and mid-high-end fashion, accessories, footwear, sportswear, and cosmetics. However, one of its key brands, C Brand, a Singapore-based fashion label that significantly contributes to the company's revenue, needs to address a critical issue of low conversion rates at its store in the Vincom Dong Khoi shopping mall in Ho Chi Minh City. This thesis aims to uncover the reasons behind this problem and propose practical solutions to enhance conversion rates and overall organizational success. The study integrates primary and secondary sources of information. Secondary data includes previous studies and insights from M Company and the fashion industry. Primary data is obtained through qualitative research methods, mainly in-depth interviews with three distinct groups: employees, customers, and employees from another retailer. Upon validating potential problems, the main issue is the lack of customer assistance, despite examining other factors such as high product prices and inadequate visual merchandising. Three possible causes for this problem are evaluated: lack of training, lack of work motivation, and understaffing during peak hours. The root cause is determined to be understaffing during peak hours. Two potential solutions are proposed to address this root cause: optimizing workforce management and recruiting part-time store staff. After a careful evaluation, the solution of optimizing workforce management is selected for implementation. A detailed 12-week action plan is formulated, encompassing six stages to guide the implementation process effectively. In summary, this thesis successfully identifies the business problem at M Fashion Retail Company and C Brand. It presents a comprehensive solution to address the root cause, ultimately seeking to improve the business's sustainable performance. Note: Due to the confidentiality of the illustrative company involved in the thesis, the researcher would like to withhold the company’s real name used in this study. Instead, the researcher will refer to it as “M Company” throughout the entire thesis project.