Retailing Final Exam Essay Examples

1.
The ad campaign for the grand opening of new store of Sports Authority will be aimed at making a good impression right from start with quality ads about providing international brand products at least possible prices. The grand opening ad campaign will include various forms of medium for the ads such as magazines, telemarketing, banners etc. This ad campaign will demonstrate the unique selling point (USP) of the products for the upcoming season which will attract prospective customers and retain them for a whole season. This retention will last indefinitely through offering quality products at good prices. The ad campaign of grand opening of new branch of Sports Authority will offer up to 25% discount on various products. Another innovative part of the ad campaign for Sports Authority will be offering of free products at a musical concert etc. The various banners of Sports Authority will clearly indicate the grand opening of the store branch with the limited discount offer. The telemarketing ads will not only bring awareness for customers about the new location of Sports Authority but will also enhance the existing image of the store. The telemarketing will allow Sports Authority to develop such an image of the store in the customers who live in the regions where Sports Authority is unreachable, that they will order the products online and will give their suggestions for opening the next new location of the store in their area. The customers who will buy products from Sports Authority are to be given with some brochure as part of future ad campaign.
2.
- Any online issues about products: In this area the various issues may include bad server response, spamming, false order, order duplication, online chat issues with customer support etc.
- Tendencies and staffers: In this area of an indirect customer care the issues related to the workers of Sports Authority will be considered in order to motivate them to offer their best service to customers.
- Empathizing with customers: Thinking of myself as a customer while perceiving the problems and issues that a customer might face from Sports Authority either from the product or the service.
- Complaints from customers: The resolution of customer complaints will bring good image of Sports Authority. It will also be ensured that same problems and issues do not come up again for same or different customer.
- Customer care through management: Bringing good management in practice ensures good customer care.
- Taxes and other charges: A customer is usually not concerned with how much he/she is paying in terms of taxes and other such duties and rather is more interested in knowing about the total price tag of the product. So to avoid getting people in trouble of calculating the product price the best way is to quote the actual price including taxes and other duties.
The most important area of customer service in case of Sports Authority is the complaints from customers as this area will not only bring the most customer satisfaction but also ensures customer retention for long terms.
The least important area is the taxes and other charges to be included in the quoted price. This is least important due to the reason that most of other competitors are doing other way around hence if Sports Authority also follows the same pattern then there will not be any significant negative impact on the sale.
3.
The layout of store will have to carefully designed, in order to cater for the modern requirements. The layout and design of the store must be based on latest innovative ways to ensure easy access to customers. The layout of the store must be in line with the online website of Sports Authority in order to facilitate the online customers during their visits to the store. The store must wide area for customers to roam about in the shopping area and pay at the check-out counter only. There must be a large parking area with the store in order to accommodate the customers parking needs. The store should include a trolley area at the entrance so that the customers are able to shop comfortably which most of the sports products retailers do not provide. The foremost part of design should be the security against theft through means of IR and other sensing devices which will allow the customers to pass through the system comfortably rather than being strip searched etc.
4.
The stock to sales ratio for a retailer store is a critical measure to be kept at a suitable level. For Sports Authority, a narrow stock to sales ratio of 1:1 will have bad impact on customers whenever they will have to come across out of stock message on the company’s website especially. On the other hand a 5:1 stock to sales ratio will leave higher amount of investment in the inventory which will restrict Sports Authority from investing in other products as well as meeting various day to day expenditures. So the value of stock to sales ratio can be considered of critical performance measure for a store in the field of retailing.