"Clean towel packaging" for the innovation of home service innovation Han Feng - home marketing intelligence engine focus blog authors often travel to stay in some national chain of economical express hotels: Home, Hanting, Super 8, Motel 168 and so on. A few days ago, I accidentally stayed at the 7-day hotel chain and found that the hotel has launched a “clean towel package†service. This new service initiative is anti-"inhibition order", but it is loved by in-house guests. The so-called "clean towel package" is the towel used for hotel guests after cleaning and disinfection (the current practice of most hotels), and then put a plastic bag on the towel to avoid secondary pollution (transportation process, waiter taking process, storage) When exposed to the air, keep it clean and let the consumers feel comfortable using the towels provided by the 7-day hotel.
If you stay in a budget hotel, you should choose the latter without the hesitation of the 7-day hotel. The reason is simple. The 7-day hotel pays more attention to the core needs of customers and tries to meet the core needs. The reason why budget-based express hotels can spring up in China is because economical express hotels meet the core needs of consumers, especially business travellers: clean, hygienic, economical, and of the same quality, which store is the same . In these four core needs, such as home, Hanting, etc. can do it. But none of them did better in 7 days and did more in place.
The "clean towel package" service definitely reduces the secondary pollution of the towel. As for how much secondary pollution is really reduced, this is difficult to quantify, and consumers are not too concerned. Consumers are concerned that the 7-day hotel thinks of the consumer's front, and thinks of the consumer's heart, through this "clean towel package" service measures reflect the 7-day hotel's concern and care for the core needs of consumers. This kind of attention and care makes the consumer feel particularly good, adding to the goodwill of the hotel and the willingness to patronize again. Customers who have stayed at the hotel for 7 days have become far more repeaters and loyal customers than other budget hotels.
This seemingly simple packet service, why did other hotels not think of it? Why do you think that you didn't take the lead? This shows that many budget hotels are still operating extensively, without seriously researching and deepening the core needs of customers and quickly and innovatively meeting the core needs of customers. Don't underestimate the plastic bag of the packaged towel. According to the 7-day hotel, it needs to be supported by the internationally advanced linen operation management mode. This requires strategic cooperation with large-scale washing enterprises across the country and cooperates with the enterprise's IT system. Control all aspects to ensure standard management and quality. It can be seen that the 7-day hotel background has done a lot of work, this simple packet service is not a short-term imitation of other similar hotels.
For the home industry that needs more services, especially after-sales service, the 7-day hotel chain's “clean towel package†service initiative should bring more inspiration to the home industry.
In the cabinet industry, when a kitchen is purchased, it usually takes more than ten years or more. Before the customer buys the cabinet, the core needs are good-looking (appearance, design, color), price, practicality, cost-effectiveness, etc. But after buying it home, what is the core demand of the customer?
When I did the household survey, I found that regardless of the households of all levels of consumption (the main body of the kitchen), there is a core, unmet need. At that time, the author sensitively heard a housewife complaining that the kitchen was full of fumes and that it was full of fumes after a while, if it was not necessary to take care of it. Cleaning the kitchen is a lot of things that housewives don't want to do but have to do compared to cooking. Customer complaints are often the best gift for manufacturers and distributors. This shows that customers have core, unmet needs, and there are huge business opportunities.
As a dealer of cabinets, if you can develop a "cabinet cleansing service" similar to a 7-day hotel, regular, dedicated people to clean the cabinets of customers' homes, the author believes that its popularity should be no less than "clean Towel bag" service. Dealers can integrate the power of their own and domestic service companies to keep this “cabinet clean service†in place. This not only increases customer satisfaction and word of mouth, but also brings more repeat customers and potential customers. Cabinet dealers may wish to act in conjunction with their local realities.
In addition, the 7-day hotel also launched a seven-dollar nutritious breakfast before the “clean towel package†to meet the needs of customers for a healthy and healthy breakfast at a very cheap price.
These all illustrate the unremitting efforts of the 7-day hotel to continue to explore and meet the core needs of consumers. Stones from other hills, can learn. Companies and distributors worthy of the home industry should study hard.
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