- What is most important to the average customer?
In marketing, the average customer is one who is well-informed of the aspects of a product or service and bases buying decisions on various aspects of the commodity (Lancaster & Massingham, 2011). In the case provided, the average customer values fit more than any other aspect. The manufacturer’s sales rep explains to Pam that adopting the new fit system depends on how important it is to Pam to make her customers very happy. Pam believes that this concept of having multiple versions of the same size, each personalized to fit the body shape of different customers would be more appealing to the customers. In addition, the new technology has gained popularity and according to an article that Pam recalled, a television shopping network, QVC, was so successful with this concept. Furthermore, during her meeting with Pat, Pat narrates her frustration of failing to find the correct size and that she has on several occasions taken back clothes that did not fit her well. The above facts indicates that fit is the most important aspect for the average customer hence offering a variety of clothes that fit different body sizes of clients is key to increasing sales.
2. Is it breadth versus depth issue?
The issue in the case of Pam’s Place is an issue of breadth versus depth. Pam needs to make a decision of adopting the new fit technology to offer multiple versions of each size of clothing to meet the needs of all her customers. This will involve an increase in the amount of inventory of clothing in the store. Without expansion of the store, Pam may be forced to reduce the number of product lines to create room for the multiple versions. There is therefore a trade-off between breadth and depth as increasing one in this case, must be coupled by a reduction in the other (Kotler & Armstrong, 2010).
3. Recommendation
Pam should adopt this new sizing system. As explained above, the most important factor for the average consumer is fit hence adopting the new system would increase sales. In addition, the new system will reduce cases of customer returns caused by clothes not fitting them properly. Customer returns are additional costs to the business and may lead to loss of reputational capital (Lancaster & Massingham, 2011).
References
Kotler, P., & Armstrong, G. (2010). Principles of marketing (13th ed.). Upper Saddle River, N.J.: Prentice Hall.
Lancaster, G., & Massingham, L. (2011). Essentials of marketing management. London: Routledge.
