Feature: Evolving from our point of origin―Concepts conveyed and created by PARCO
As information communication undergoes massive changes, PARCO is strengthening initiatives that leverage information and communications technology (ICT) to create new ways to communicate with tenants and customers.
To this end, PARCO is revamping its store websites and enhancing the functionality of the PARCO Shop Blog, used by tenant store staff to share information with customers, adding social networking services and linking an online ordering system to the blog, as well as offering “Kaeru PARCO,” a service function enabling the reservation and purchase of goods directly from the PARCO Shop Blog. In these ways, we are working to promote new communication with customers via the Web.
In addition, we are striving to enable more efficient and effective operational execution by tenant store staff and PARCO staff through more rigorous data management and analysis.
PARCO Omni-channel Strategy
PARCO offers a variety of Web-based services to optimally highlight the appeal of its stores. By enhancing the ability of shop staff, as powerful influencers who communicate store information, to provide customer service through online tools, we are focusing on training“omni-channel customer service”staff capable of proposing options to customers before visits, during visits, and during purchasing.
PARCO Web-based customer service training
In a bid to strengthen online customer service capabilities, PARCO holds regular tenant training on topics such as PARCO Shop Blog utilization methods, how to display products, and effective options for communicating with customers, in a drive to use the Web to communicate appealing PARCO store information and encourage store visits.
PARCO staff periodically hold training sessions on Web utilization with shop staff.
Development of new service tools
We are developing tools that will allow customers to access and enjoy PARCO information anytime and anywhere.
“Kaeru PARCO” service for reserving and purchasing shop merchandise
We have added online reservation and order for delivery functions to the PARCO Shop Blog, with users also able to reserve and purchase in-store items they checked on the blog for pickup.
“POCKET PARCO” smartphone application
Through the app, we provide a wealth of information and services for an enjoyable PARCO shopping experience. In addition to displaying customized information, including the PARCO Shop Blog and in-store events, app users receive virtual coins (points) from store visits, credit card purchases, and other actions, that are redeemable for shopping coupons.