Guidelines to Increasing Sale Volume of Skincare for Generation X Customer by Appreciative Inquiry Process: A Case Study of Rainy Store

Abstract

This independent study subject is to study the positive experiences and impressions of customers who use service at Rainy Store to find guidelines to maintain and increase the number of Generation X target customers from year 2020, as well as implementing such guidelines to increase sales by 20 percent from May 2021. This study is qualitative research and gathered data by interviewing a group of 45 Generation X people to find convergences and divergences factors by appreciative inquiry process. The results showed that Rainy Store customers had the most convergences which were the good service of seller, Reliable product quality, Reasonable prices and Free Gift. After that, applying the information determines the vision to increase the sales and brand awareness on customers. According to both factors, researcher has created two short term projects that are 1) Press Like & share to get free mask which is a promotion activity to make customers know and increase an interact rate between customer and Rainy Store 2) Sales promotion 6.6 by Nong Fon as a promotion event to stimulate sales on 6 June. The two short-term projects will be put into practice between May and June 2021, it was found that in June sales increased from June 9,200 baht or 38.73 percent. Two long-term projects are 1) just a click to have a beautiful look, it is the creation of the website of Rainy Store to facilitate customers to choose products and pay more conveniently. 2) Honesty Review is a preparing video to introduce product details that makes customers know the details of the product better.