Sales Techniques Report: Analyzing Zara's Customer Experience

This report analyzes the sales techniques employed at a Zara retail store, focusing on the customer's experience. It begins by outlining the key stages of the customer's journey, from entry to exit, using a diagram to illustrate the information experienced at each stage. The report then discusses three key areas where the sales executive attempts to understand the customer's needs, such as initial inquiries about product category, specific preferences for style and color, and detailed product demonstrations. Finally, the report explores three reasons why a customer would or would not make a purchase, considering both tangible factors like cost and comfort, and intangible factors like brand image, need fulfillment, and after-sales service. The analysis highlights the importance of the sales executive's role in understanding customer requirements and providing a positive shopping experience.

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Sales
Techniques

Table of Contents
1. Prepare a diagram to identify 3 key stages of the experience and describe what information
was experienced in each..................................................................................................................3
2. Discuss the 3 key areas where the sales person tried to understand your needs......................3
3. If you experienced this sales experience in real-life (i.e. You intended to purchase), explain
3 reasons why you would / would not have purchased the product / service..................................4
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1. Prepare a diagram to identify 3 key stages of the experience and
describe what information was experienced in each.
Fig1: Diagrammatic representation for the purchase decision flow for Shoes from Zara
2. Discuss the 3 key areas where the sales person tried to understand your
needs.
For the initial decision of making a shoe purchase from the retail store of Zara, the shopping
experience was unique and extensively attended by the workers at Zara. The interaction with the
Sales person started with the entry inside the store. The key 3 areas that can be highlighted when
the sales executive attempted interaction for understanding the requirement are –
1. At the initial stage of stepping inside the store, the sales executive requested the
requirement in terms of category, like if I was interested in clothing, accessories or shoes.
2. Once the information to purchase the shoes was shared, the sales person requested details
of any style, comfort, color or occasion the shoes were intended to be purchased for.
3. While demonstrating the varieties available in display, the sales person soaked
information about the preference in color, the style of interest, the requirement from
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Welcomed and greeted
Assisted by sales executive
Asked for requirement in the
store, for product category like
shoes/clothing/accessories.
Entry
Specifics related to the required
product (shoes) was collected
Product category was idnetified and
dispplayed samples were
demonstarted
Characteristic components of
quality, service, comfort, color,
styling etc were shared
Item Preview Factors of color, cost and other
finalization parameters were
discussed for product (shoes)
Alternative suggestions were
demonstarted for decision
enahncement
After services and product quality
was conveyed
Exit

comfort and durability perspective and many other features to arrow down the specific
product from the various shoes available at store.
All of these attempts were made to understand the customer needs by the sales executive and
to present the piece that would fit into the expectations of the client. The sales executive was
very presentable and friendly, very detailed with each item and aware of store inventory with
sizing and colored combinations available for any shoe at the store.
3. If you experienced this sales experience in real-life (i.e. You intended to
purchase), explain 3 reasons why you would / would not have purchased
the product / service.
Had the experience of purchase from real life would be genuine and realistic, there are many
reasons to go ahead with the product and make the buying decision. For a customer, expectation
fulfillment and needs addressal are prime requisites while making a decision, but for shoes there
are other factors at play as well. The tangible factors can include cost, color, comfort level,
durability, sales history or any other such discrete information. But from the perspective of
experience with sales, the intangibles that play a greater role on making the decision of purchase
are –
 Brand Image of Sales Executive– The brand value associated with the brand of Zara,
being the world’s largest apparel retail and having the product quality are impeccable.
The sales representative was reflecting the brand image of the company, they were
presentable, on the mark for sales and requirement identification, with unique set of
product demonstration capabilities.
 Requirement/Need Understanding – The idea of shoe purchase was out of a specific
requirement to attend certain need. According to the necessity, the sales executive was
able to understand the requisite, highlighted the basic set of issues with other shoes and
demonstrated products that were mitigating those problems or was better in quality and
performance. The small hints for each demand in purchase was understood and relative
items were presented.
 After service and time saving experience – While understanding the requirements is a
bigger challenge at stores, due to a variety of product ranges are available the sales
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experience took me very close to the products I could make a buying decision on.
Whether it was the cost, post purchase service, quality assurance or repairing and damage
warranties, all the requisites were clearly stated and communicated effectively. The time
to enter the store and reaching to an almost finalization of product was not a very time-
consuming activity. It was very effectively managed by the sales person.
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