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Retailers of West End in London will finance the cost of a translation booth on Oxford Street to lure more foreign especially Arabian, Chinese and Russian shoppers into the luxury shops of West End.
The £2.1 million booth will be located between John Lewis and the House of Fraser and is most likely to be opened in 2012.
No wonder that retailers try to please their Mandarin, Russian and Arabian customers with extra service as these shoppers spent nearly £1 billion in the capital’s luxury shops in 2011.
The New West End’s Chief Executive, Richard Dickinson said their aim is to serve their customers well and provide the right information if possible in their own language. A non-profit organisation was established by 600 retailers and businesses to boost foreigners’ shopping mood.
“A quarter of people in the West End are overseas visitors.”- added Dickinson. That is why Arabian, Mandarin and Russian speaking staffs work in Harrods and Selfridges.
Global Blue has launched a training for retailers to make them familiar with the needs of people from different countries. For example, Global Blue advised the luxury shop assistants to avoid cracking jokes with Chinese shoppers because they get easily offended. Assistants should also avoid having the number four on price tags because in the Chinese culture the number four means death whereas the number eight means fortune.
Regarding Middle Eastern customers, they are more likely to hit the shops in the evening, so this is the period when Arabian speaking staff is most needed. Moreover, Middle Eastern customers can only be assisted by female staff.
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