Key Findings -
CHINA
ccording to the China-based study, the main difficulties that were found include problems with :
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reading information on product package (75%, N=20),
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poor access to products where items were placed too low (55%, N=20),
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or too high (45%, N=20),
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issues with trolley and baskets (45%, N=20),
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and poor signage (45%, N=20).
A
Trolleys and baskets
The top three key issues that were raised by the participants include problems with availability of trolleys, trolleys were hard to control and maintenance of trolleys and baskets. A number of participants pointed out that the size of trolley was too big to manage and the basket was too small. They suggested that it would be better if a smaller sized and better-designed trolley could be provided. Some other participants mentioned that shopping baskets were located very close to escalator landing area. It has potential risk that the landing area might be blocked by congested customers who picking up baskets during rush hours. A number of respondents also felt that bottom of trolley basket was too low for them to put items into it safely without bending, especially for items with glass bottle.
* Figure 1: Significant issues related to trolleys and baskets
Store layout and aisles
The top three key issues that were raised by the respondents include narrow passageways, poor signage and products on the floor that blocked their way. One of the participants commented that “the signs were not very clear and I must have missed (seeing) a lot of things”. Furthermore, 2 participants highlighted that it was difficult to find products because product display was keep changing. Other issues that have been found include: working staff blocked passageway, store was small, slippery floor, store was too big, escalator does not have voice prompt when near landing area and the landing area should have handrail for old consumers.
* Figure 2: Significant issues related to store layout and aisles
Shelves and freezers
The top three key issues that were raised include items being placed too low, items that were located too high and disordered product display. “If the shelves are too low, then I will have an issue because I have a bit of a knee problem when I bend down”. Another areas of particular attention were items that were positioned too far inside the shelves and products and labels were not corresponding. One participant emphasised that “products are mixed together and they all looks similar. I could not find the product that I want ”. This could be improved by a better merchandise design or identical packaging design. 4 participants mentioned that it was difficult to pick items from bottom of freezer. And price labels of frozen products were a distance away to read.
* Figure 3: Significant issues related to shelves and freezers
Product related issues
The top three key issues include problems with reading product information from packages, price labels were too small to read, and key product information such as ‘best before date’ was difficult to find. Many participants felt that it was difficult to read product information on package because size of the font was too small. It was found that the list of ingredients was important to those with a special diet. “I look at the ingredients – what goes inside. I have to look out for wheat as I can only take gluten-free food… and the expiry dates are sometimes too small”.
Customer Service
4 participants felt that store staff was not friendly and indifferent to customers. Some other respondents mentioned that they could not find a customer assistant easily. 3 participants commented that supermarket staff was not very helpful due to their knowledge and information of the store and products were limited. One participant mentioned that “ she tried to help me, however, after 20 minutes searching she still could not find the light bulb that I wanted. So, she gave up and asked me to find another supermarket employee for help. I was very upset…” This shows the need for the availability of suitably trained and effective staff that could guide the customers properly.
Checkout
The significant issues identified at the checkouts include long queues, problems with lifting heavy items at checkout area, the size of the small checkout area and the need for free plastic bags. Another respondent highlighted an issue with payment machine. He said “the payment machine was broken so I had to move from one checkout account to another. Also the buttons on payment machine are too stiff and small, and I sometimes enter the pin number wrongly”. Other issues that have been found include: checkout staff should help for packing, difficult with putting basket back to retail hook at checkout and limited types of payment means.
Additioanl Feedback
6 participants would like to see more seats made available at the store and 5 of them expressed their concerns about air circulation in the store. 3 participants felt that the lighting system should be improved. Other issues that have been found include: disabled toilet and baby changing service should be provided, toilet should be better maintained, self-service lock was not easy to find and not user-friendly, difficult to use escalator and toilet with children and inadequate parking space.