Retail is Detail: Retail's "Three-Heart Philosophy"

        　　With the rise of the Internet generation and the diversification of consumers'choices, "Retail is Detail" has become a necessary method of physical retailing. As the industry closest to consumers'daily life, compared with virtual access, physical access has to pay more attention to observe the clues of consumers' lives, understand the pain points of consumers and solve them. Only by providing more sophisticated software and hardware services in the physical field, can it stand out in the vast retail Red Sea. Big City Far Eastern Big City Shopping Malls, awarded by the Ministry of the Interior, has put forward a three-minded retail philosophy of "customer reassurance, service intimacy and detail care", which enables consumers to get a better shopping experience in the physical field.

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        Customer's Confidence: Protecting Life and Property, Taking Safety as Its Responsibility
         According to the Fire Department of the Ministry of the Interior, nearly 25% of the fires are caused by kitchen fires and electrical factors. In Department stores, food streets with dense pipelines and huge crowds in shopping malls are high risk groups for disasters. Big City Far Eastern Big City Shopping Malls attracts more than 1 million people every month. Faced with the heavy responsibility of disaster prevention, in addition to installing more than 1,000 monitors in the whole library and building a central control room management system, it monitors the situation in the field at all times, and does well in fire prevention management in the field in peacetime. Therefore, it is certified as a place with excellent fire prevention management measures. After all, a few minutes of Zhurong's disaster has destroyed countless money, prevention is better than treatment. Retail venues need time to self-supervise and take the safety of customers as their responsibility.

        Service intimacy - positioning oneself, feeling customers
         Today, although the boundary between online and offline consumption has become increasingly blurred, in real stores, people's communication, interaction and temperature are still irreplaceable by virtual channels. Unlike small retail venues, where services are more centralized and direct, it will be a great learning for large retailers how to be more attentive and attentive in infrastructure services and provide consumers with better shopping experience. For six consecutive years, Far Eastern Big City Shopping Malls, who won the Hsinchu City Goodwill Nursing Collection Breast Room Prize or the first prize for breast-feeding, not only prepared growth record cards for parents to leave precious records, but also deployed professional nurses around the clock to provide timely medical assistance; on the other hand, the Far Eastern Big City Shopping Malls shuttle bus had 9.1 million passenger trips in the past seven years, provincially. The amount of carbon emitted under the car exceeds 160 Da'an Forest Park's carbon absorption in one year. For the sake of customers'health, air cleaners are installed in the car to protect the customers silently and intimately.

        Careful attention to details
         Opening up the past of large-scale retail industry, we will find that those evergreen enterprises, such as Selfridges, Harrods in the West, Xiwu Department Store in the East, Ishidan in the splendid front page, are mostly exquisite service and careful details, hoping to inspect the details that customers have not noticed.
        
         Although the retail industry is "people-oriented", it is unavoidable that there are inadvertent omissions. In order to ensure the stability of service quality, the international standard of service quality inspection is whether it has passed the ISO 9001 certification or not. Far Eastern Big City Shopping Malls took the lead in passing the "ISO 9001 Comprehensive" certification in 2016, sorting out the complicated property management details in shopping malls into high-quality specifications one by one. With the assistance of introducing ISO 9001, it is possible to prevent malpractice.
        
         Big City Far Eastern Big City Shopping Malls Chairman Li Jingfang further pointed out that "the devil hides in the details". A successful store should not only satisfy the diverse needs of customers in the business operation, but also be trusted for the software and hardware equipment and service experience inside and outside the field which consumers most care about, such as comfortable facilities, safety and convenience in access and shopping, etc. All of them are embodied by the Big City team's all-customer service under the "Three-Heart Philosophy".