Analysis of Hong Kong's Retail Sector: Trends and Customer Behavior

This report analyzes the retail sector in Hong Kong, highlighting its status as a major tourist destination and shopping hub with a large number of retail establishments. It explores strategies for training retail staff to improve communication, emphasizing the importance of patience, empathy, adaptability, and knowledge, along with open, ethical communication and a positive attitude. The report investigates factors that influence customer loyalty, particularly among young customers, such as reward systems, personalized service, and the overall ambiance of the retail environment. It also examines reasons for customer disloyalty, including discrimination, complicated grievance processes, and unmet expectations. Furthermore, the report presents data on the potential of online clothing purchases among young customers in Hong Kong, citing statistics from Nielsen.com and Consumer.org.hk that indicate a significant and growing trend. The conclusion emphasizes the growth of both online and physical retail in Hong Kong and its continued importance as a global shopping destination.

THE RETAIL SECTOR
Where service
matters…..

Hong Kong
Shoppers Paradise…
• Honk Kong is one of the most
attractive tourist destination in Asia.
• 60000 retail establishments which
employs workforce of nearly 250000.
• The city is dotted with malls,
restaurants and possibly everything
that can be attributed to a luxurious
and indulgent lifestyle.

Training retail staffs for better
communication with consumers
• Patience .
• Empathy.
• Adaptability.
• Knowledge.

Training retail staffs for better
communication with consumers
• Open Communication.
• Not manipulative.
• Ethical.
• Thick skin.

Training retail staffs for better
communication with consumers
• Smiling and being positive.
• Enthusiastic.
• Terms like “please, thank you and
welcome”.

Why young customers will be loyal to
particular outlets
• Customer Reward System.
• Sending personalised mails.
• Being ethical.
• Young customers like warm and
personalised customer service.

Why young customers will be loyal to
particular outlets
• The appearance and ambience of the
place.
• Knowing the nature of the customers
well.
• Ensuring customer loyalty.
• After sales support and service.

Why young customers would not be
loyal to particular outlets
• Discrimination in customer treatment.
• Process of grievance resolution too
complicated.
• Failing customer expectation.
• Proper importance not given to
individual customers.

Why young customers would not be
loyal to particular outlets
• The outlets that do not personalise
service for individual customers.
• Too professional behaviour.
• Showing preference to certain
customers who buy more.
• Ambience is not compatible with
young customers.

Potential of online purchase of
clothing among young customers in
Honk Kong
• 88% of the Hong Kong customers
shopped online in the past 12 month.
• Most were from young generation
( who were younger than 30).
• “ two-out-of-five online shoppers
choose their smartphone for e-
shopping” in Hong Kong
Honk Kong online
shopping

Potential of online purchase of
clothing among young customers in
Honk Kong
• Highest of all shopping items were
clothes, about 52%.
• Travelling and restaurants are 2nd and
3rd respectively.
• Most of the online clothes purchasers
were young people.
Honk Kong online
shopping

Potential of online purchase of
clothing among young customers in
Honk Kong
Honk Kong growth of online
shopping
Source: (Consumer.org.hk
Honk Kong percentage of
items sold online
Source: (Consumer.org.hk