The retailers will be Target corporation
III. Specialty Section B: The Retailers Appeal (20 points)//DUE: Friday, December 6 by 8pm
Choose ONLY ONE: Option 1 Image, Atmosphere and Design or Option 2: Customer Experiences. These options will require approximately the same level of effort through various activities, asking you to apply ideas and concepts from different sections of the course.
Specialty Section B on the Retailers Appeal
Option 1: THE RETAILERS IMAGE LAYOUT and DESIGN
Content:
This section provides both a complete description and a thorough analysis of your retailers image. To complete this section, provide a written overview summarizing (and supporting) the important adjectives that you feel best describe your firms image. This section should include consideration of all relevant image components: atmospherics, exterior and interior design, etc. NOTE: this optional section may be modified for non-store retailers. Check with me for suggestions.
Process:
Gather as much information as you can about the firms design, atmosphere and image (through published sources, visits or a combination). Refer to Chapter 16 and class notes for supporting material here.
Organize and present the information that you find. Use written text, drafted sketches, captioned photos, a website or some combination.
Based on what you have discovered, respond to points a through m from the Continuing Assignment section on page 456.
This section should include your written responses along with any supporting materials (pictures, drawings, etc.) you would like to include.
Option 2: CUSTOMER EXPERIENCES
Content:
Customer service is the creation of customer satisfaction through offering extra tangible and intangible services that consumers want for purchase satisfaction. The retail organizations service mix can incorporate any number of services. Primary services are offered as part of the principal business function (e.g., photofinishing at a camera shop or a waitperson at a restaurant). Complementary services are offered in conjunction with or as a supplement to a basic product mix. The basic problem facing the retailer is deciding which and how many services to offer.
This section will contain your evaluation of the retailers current customer service offering.
Process:
* What strategies and techniques does your retailer use for Customer Relationship Management (Chapter 10)?
* Does the retailer offer a Customer Loyalty program? If so, describe it in this section. Is it effective? If not, how could a CL program be developed.
* Prepare a list of all customer services offered by the retailer (e.g., credit card, check cashing, dressing rooms, alteration, gift wrap, personal shopper, caf, fashion shows, information desk, etc.)
* Evaluate the list in terms of Chapter 17, related notes and class discussions. Is this mix of services appropriate for the retailer?
* Determine what services you believe the retailer should add and why. Outline the policies and plan for implementation needed to offer these services.
* Determine what services you believe the retailer should drop and why.
