The Confucius Institute helps Selfridges translate for Chinese shoppers
In a first initiative of its kind, The Confucius Institute has designed and delivered a bespoke training package to staff at the city’s most popular high end department store, Selfridges Exchange Square, to help them deal with the increasing number of Chinese shoppers at the store.
The first initiative of its kind in Manchester, this half day training session on Wednesday 7th September introduced Selfridges floor staff to some of the more general shopping habits and customs of Chinese consumers. Trainees learned some basic language elements, including how to greet customers in Mandarin and ask them if they need help; they also learned about some elements of Chinese culture, to help give them some context for understanding different consumer behaviours.
Training was delivered by language tutor Lucy Yang from the Institute and lecturers from the prestigious Manchester Business School. Gary Davies is Professor of Strategy and Director of the Reputation, Brand and Competitiveness Research Group and Katherine Chang is Assistant Professor in Marketing with a special interest in luxury brands and Chinese consumer behaviour.
Lucy Yang, language tutor from the Confucius Institute meets Selfridges floor staff
Jane Sharrocks, general manager of Selfridges, said: “Selfridges is renowned for its shopper experience – whether it be pop up shops, ever changing new fashion collections or exclusive make up and beauty products.
'As such we attract a broad range of shoppers and in particular we have noticed an increasing number of Chinese visitors to the store – many of whom are students based in and around Manchester or tourists. We want to ensure they have the best possible shopping experience with us so we are reaching out to them by speaking to them in their own language and respecting their cultural traditions around shopping.
“We are so fortunate to have such experts based here in Manchester in the form of the team at the Confucius Institute. The training undertaken so far has enabled us to deliver an enhanced customer experience for our Chinese friends.”
Deputy Director of the Confucius Institute Karen Wang said ‘We are delighted to be working with Selfridges, one of Manchester’s most prominent high street retailers, in promoting a greater understanding of Chinese culture and behaviour in a way that will improve the day-to-day experiences of both Selfridges staff and Chinese shoppers. We hope more businesses will follow suit as China and Chinese consumers offer new business opportunities to the UK.’