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2008 Service Retailer of the Year
A Presentation Ceremony for the HKRMA Mystery Shoppers Programme – 2008 Service Retailer of the Year was held at the Association’s 25th Anniversary Ball on 2 December 2008. This year’s industry award winner was Sa Sa International Holdings Ltd – La Colline Shop and it was the second time the company obtained this recognition. They had achieved the highest average percentage of 96.92% in the HKRMA Mystery Shoppers Programme for the year 2008 (overall retail industry). This year we had a total of 144 retailers representing 4,434 retail outlets in Hong Kong participated in the HKRMA Mystery Shoppers Programme. A sampling of the stores of the participating companies were selected for mystery shoppers assessment visits. Trained mystery shoppers were sent by the Association to assess the performance of these stores. A total of 4,855 mystery shoppers assessment visits were made this year. The assessment covered retail stores in Hong Kong Island, Kowloon and New Territories, which were carried out during peak and non-peak store hours of the retailers. Retail Industry Service Monitor Index Since the official launch of the Programme in 1996, over 45,000 mystery shoppers assessment visits to retail outlets have been carried out to date by HKRMA. By gathering the data over the years, the Association has been able to monitor the service trends of the retail industry. We have developed the HKRMA˜”Retail Industry Service Monitor Index”. This is an index showing the performance of the industry on a scale of 1-100% on a yearly basis since 1996 up till now. In 2008, the index performance covered 13 key retail business categories including Beauty Products/Cosmetics, Department Stores, Electronic & Electrical Appliances, Fashion & Accessories, Fashion & Accessories-High Fashion, Fashion & Accessories-Sports & Outdoor Products, Fastfood / Restaurants, Footwear, Retail (Services), Specialty Stores, Supermarkets / Convenience Stores, Telecommunications, and Watch & Jewellery. Latest General Observations - The overall service performance of the retail industry has been improving 75% during the inaugural period in 1996 to 87.77% during the latest period in 2008 as indicated by the HKRMA "Retail Industry Service Monitor Index". - In 2008, all of the retail business categories had recorded an average service performance percentage above 84%. The overall retail industry had maintained a steady high service standard, with the performance indicator well stood above 80% in the past 6 years. - Among the 13 retail business categories, the Watch & Jewellery Category had demonstrated the most steady and highest service performance in the overall retail industry. - The Supermarkets/Convenience Stores Category had showed the biggest service performance improvements. Electronic & Electrical Appliances Category and Telecommunications Category, however, exhibited a slight decline in service performance in recent 1 to 2 years. - For the 9 customer service assessment criteria adopted in 2008, "Store Housekeeping", "Product Knowledge", and "Availability of Products & Price" and "Team Spirit", attaining an average performance of over 90%. - Since the launch of the Mystery Shoppers Programme in 1996, the participating retailers had shown significant improvements in the area of "After Sales Service"from 25% in 1996 to 74.43% in 2008. Retail Industry's Average Service Performance 
Selection Criteria for the Service Retailer of the Year - The company having achieved the highest average percentage for the year from the HKRMA Mystery Shoppers Programme will be selected as the award recipient. - A winner for the overall retail industry and a winner for each specific retail category will be selected each year. - Retailers must have participated in all assessments held for the purpose of the HKRMA Mystery Shoppers Programme during the year. - In the HKRMA Mystery Shoppers Programme, participating retailers were assessed on the following 9 key service criteria of: Shopping Environment 1. Staff Appearance. 2. Store Housekeeping. Shopping Experience 3. Staff Assistance. 4. Product Knowledge. 5. Staff Attitude & Proactiveness. 6. Availability of Products & Price. Completion of Transaction 7. Till Service / Customers Leaving. 8. After Sales Service. 9. Team Spirit. For the Average Service Performance % charts for different retail sectors, please download the attachment.   Download  |
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