I have provided extra pictures for you so maybe you can understand it.

EXERCISE 21 Features and Benets You Try It! + Choose an item that you have with you today clothing. shoes, jewelry, backpack. purse, etc; you'll use this item throughout the exercise. Write down your selected item: Write down 3-5 features of the product using the first column of the table. Then write the advantages that you feel each product delivers from your perspective under the Benefits column. Finally. if time permits. write a few sentences explaining why this is a good purchase for you based on features and corresponding benefits. Be ready to deliver your thoughts to your class. Lan be touched. tasted. seen. smelled, Advantages that make the produCC a 9900' author heard choice for the customer" (you. in this case) Through your initial connection, conversation with the customer and observations, you have gathered . important information: their name, the type of shopper they are, what they want or need and the features and benefits that are important to them. Next, it's time to tailor the service experience to best fit the needs of each customer. Consider the following: Explain features as benefits. Appeal to their senses; demonstrate the product, if possible. Share product stories and reviews. Offer options and alternatives. Explaining features as benefits Specific product and service features are standard. For example: The LEGO DUPLO All-in-One-Box-of-Fun, (LEGOs) item 10572, will contain the same features whether it is purchased through LEGO or any other retailer. A single car, even though there are multiple configurations of a model, still has defined features-automatic or standard transmission, four-cylinder or V6, red or blue exterior paint, etc. Features alone are often not enough reason for a customer to buy; there must also be benefits that meet their needs. However, the benefits, or why the product is an advantage for each customer, may be different. The customer thinks about how the purchase solves a problem or enhances their life. For example, consider the LEGO DUPLO All-in-One-Box-of-Fun: Features Benefits 65 individual pieces: The option to build and rebuild keeps the LEGO DUPLO bricks, house, wagon with child busy. wheels, 2 opening window elements, 1 child Pieces compatible with all other DUPLO sets. figure, 1 dog figure, storage case. Storage case simplifies keeping pieces together. Identifies the targeted audience: Packaging identifies that the item Helps determine if product is suitable for preschool girls and boys is age-appropriate. aged 1/2 to 5 years. Skill development and learning orientation: Numbered, colored bricks with Assists child in learning to count. corresponding decorated bricks. Helps the child learn colors. Encourages imagination and creativity.Will these benefits help to sell the product to each customer? Read these two scenarios and decide whether the benefits will help the customer make a purchase decision. What do you think? Customer #1: A father is looking for a toy for his busy 2-year-old daughter that will both keep her attention and encourage learning. He has purchased other LEGO DUPLO items and trusts the product brand. Customer #2: A parent is looking for a gift for her son to take to a playmate's 3rd birthday party. She doesn't know what the boy likes to play with, but likes the idea of toys that encourage creativity. As a sales associate, understanding what benefits are most important to the customer, sharing features that support those benefits at an appropriate level of detail and helping the customer connect the two, delivers great value.Appealing to their senses; demonstrating a product Depending on the product and the retailer's policies, some products may be demonstrated during the purchase process. At a minimum, customers are able to experience many product features because they involve the senses. For example. you might want to: 1. Encourage a customer to feel a fabric's texture. 2. Ask a customer to view several TV screens in order to observe the differences in their pictures. 3. Invite a customer to try using hardware or software, when possible. 4. Offer a sample of the new type of cheese you just received. 5. Ask the customer to listen to the difference in sound between multiple headphones. If you are demonstrating a functioning product, it is important to be sure it is in working order before you show the customer. A non-working product could mean a lost sale because the customer's confidence in the merchandise and/or the retailer may decline. Ensure that the demonstration includes accurate and clear information that is related to the customer's needs. Customers will also assume that you are able to answer their questions during or after the demonstration. i omer's needs and o are Even after you've determined that a product or service meets the cust 5 about making the purchase. the benets that are important to them. they may have second thought it's normal for a customer to question whether they are making the right decision. especially if the item is expensive or a gift. Here are some things you can do as a sales associate to hellJ the customer get past this uneasy feeling. Be patient. Ask what specifically is making them uneasy and then paraphrase to make sure you understand their concerns. he customer's original request. it may 599m 1. if there is a disconnect between the item and t t to be pushyv as though you are trying to make the item fit their needs. Remember no 2. if they are unsure that the product or service's features will deliver the desired benefits, reiterate or share additional product knowledge that supports the most important benefits. 3. if they question the value. reassure them by comparing items to demonstrate differences in cost. 4. If they are buying a gift and are concerned that the recipient might not like the gift, provide reassurance that your store's return and/or exchange policy will allow them to select another item if needed. Customer: \"This computer is expensive and has so marwfeatums. Maybe it'sjust too much.\" Associate: "I understand how you feel. However; this model has the accounting D sowareyou need for: your business and plenty of storage for documents, photographs and gum ing for your son. It has the builtin webcam you wantedfor conferences.\" / if you believe that an item is perhaps not the best purchase for a customer. it's best to explain the reasons why to the customer and offer alternatives, even if the alternatives are not available at your store. The customer will appreciate your honesty and will likely return to your store to shop in the future. Presenting Loyalty Programs Many retailers offer loyalty programs that are designed to encourage customers to choose them over competitors. Loyalty programs are marketing programs that provide incentives to repeat customers who are loyal company brand shoppers. They generally track customers' personal information, purchase history and preferences. Retailers use this data to refine their product and service assortment, target promotions to consumer groups or individual customers and reward loyal shoppers. Customers may sign up for a loyalty program using an app, online or by enrolling at a retailer. Then they can use their phone number, app, loyalty card, PIN or another method when they check out to receive points, benefits, discounts or other perks. New customers may not know about a retailer's loyalty program, so it's important to ask whether a customer is enrolled and if not, explain the benefits of using the program. 2019 NRF FOUNDATION, ALL RIGHTS RESERVED.Explaining the Return Policy Most retailers have a return policy that you should explain to the customer, in order to avoid confusion later. When the customer is purchasing a significant item, it is especially helpful to explain your company's return policy. For example: Does the customer need to bring the original receipt? Can the product be returned or only replaced? . Are there restocking fees? Is there a time limit for returns? Do tags still need to be on clothing? Will the customer receive a store credit or refund? Often return policies are printed on customer receipts, which is helpful. However, sales floor employees should be completely familiar with the return policy when assisting customers with purchase decisions. This is important because policies differ between companies and may contribute to a customer's decision to purchase from one store or another. Additionally, a bad return experience can erode the customer's confidence in the brand-or worse, turn away a loyal shopper forever.Ch 3.1 Exercises 20~24li