All Stores Strategic Options

Summary of Survey Results

All Stores is a business entity dealing with various product line ranging from groceries, office supplies, medicine, toys, and books. However, due to the prevailing competition, both from the local competitors and online vendors, the management has decided to review the business strategies and give more attention to three product line. To undertake the strategies, the entity has conducted a survey that has informed the need for better floor layout, increased customer experience, and enhanced product placement to increase business sales. The All-Store customers are people who are interested in one-stop-shop as they go on with their shopping experience. These customers require to get quality products from one store and have a reminiscent shopping experience out of their shopping routine. For example, the younger generation who shop for electronics such as phones, tablets and personal computers will require a shopping center that will offer enhanced products or services to support the myriad uses of the devices across various platforms. The experience can be through well-structured customer service programs that assure them of bonuses or loyalty points coupled with better prices due to their time shopping in the mall (Bhasin, 2013). The customers visiting the Store identify it with unique brands that has many brand assortments that meets most of their needs. For example, a younger shopper who happens to be student will buy phones that can integrate academic research, learning activities, communication and linking with friends. The customers also identify with friendly customer service and better product positioning on the store shelves. The assumptions about All-Store customers are that they are customers who value quality for the price they pay. These customers will rather shop in the store with the promise of improved services in the next shopping round rather than go shopping for missing items in the competitor’s stores.

The information needed to verify the assumptions are the shopping frequency of the customers, the pain points of the customers, and the time the customers have relied on All store for their product assortment (Prakash, Sahney, Kodati, & Shrivastava, 2017). Also, the information on brand awareness as well as the competitors offering in the market will be critical in verifying the assumptions. The customers’ demographic and the pain points will give a clear perspective on the type and nature of shoppers of the company. Also, knowing the average sale value of single customers with the products that are fast-moving in the company will shape the level of customer’s understanding on my part (Ahn, Lee, Back, & Schmitt, 2019). An in-depth understanding of the various product assortment under each product line and the applicable price will prove vital in understanding the customer’s purchase patterns. For example, the young shoppers endowed with purchasing power are likely to shop during end month and on their dates. In the future, the information can be generated by using an online customer survey. The survey can be either random or structured in form of interviews that are sent to target customers. These customers may be high-value clients who shop regularly or through online platforms. Also, they can be low-value walk-in customers who get regular supplies of their needs such as groceries from the company (Pinto, Hawaldar, & Pinto, 2020). These customers can give their information through technology-enhanced video calls or structured instant messaging that is later coded using an applicable computerized system to facilitate data analytics. Some of the possible questions that can be posed to the customers of the retail chain would be; what drives them to shop in the retail chain rather than their competitors? What is their thinking ought to be done to improve customer experience in the store?

Store Layout and Recommendations

The envisioned changes in the re-organized business will herald the focus on three key business departments, namely pharmacy, electronics, and grocery. The changes will see adjustments in the floor space for All stores. Upon entry in the pharmacy on the right side will be the grocery, pharmacy on the left, while electronics stores will be placed at the back end of the store floor space. The arrangement is aimed at increasing customer experience and satisfaction with the company’s brands (Hoffman, 2014). The placement of the pharmacy on the right is to facilitate ease of access of walk-in customers mainly unaccompanied patients. Further, this will help in enacting better use of the pharmacy process as the distance of service is minimized. The ease of access will ensure efficient service delivery to customers (Keller, 2020). The clear display and well-educated pharmacy staff will improve the customer experience with a payment system that can either be cash or an online platform. For example, elderly patients will be more interested with professional who will better understand their treatment plans or prescription drug they use. Further the elderly patient will require to use less time seeking for their services in the pharmacy section due to efficient customer service to limit exhaustion due to their age.

The pharmacy staff on standby will guide the patients based on the ailment they are taking drugs for with a specific counter for certain classes of treatment. The location of the electronics’ section on the rear side of the store will allow for the appropriate lighting and great display for each specific item. Further, the location will allow for automated testing of the quality of the equipment to ensure the customer gets the feel of the product on offer. The testing area will prove vital for young male shoppers who are driven by functionality of their purchases. The area will have a soundproof system to ensure no echoes are reverting. The site will also give walk-in customers a chance to get a visual display of the grocery and the pharmacy departments of the All store. The electronics section will be fitted with a cool and fast music system that will allow the entity to improve sales due to enhanced customer experience. This will prove vital in promoting impulsive buying behavior especially among women and young lovers due to sentimental value they attach to music (Puzakova, & Aggarwal, 2018). The lighting system integrated in the electronic section will resonate well with the various appliances in the section. The location of the grocery system on the side of the store allows the customers to going to either pharmacy or electronic areas to get a glimpse of the products on display. They will also experience the freshness of the grocery on the shelves making them make a comeback or consider the All store as one retail center. This will prove vital for shoppers who are conscious of their diet. To enhance a better customer experience, the management needs to increase the lighting of the whole store and integrate commensurate music in the electronic system. Social science studies have proved that music increases the opportunity for impulse buying especially if the music is cool and playing fast.

The management and floor supervisor should integrate a pricing system that is competitive in the market with discount elements and royalties based on coupon (Swimberghe, Darrat, Beal, & Astakhova, 2018). The All store should increase the number of trained staff with expertise on each segment they are deployed in. This will make them to be able to handle customers’ complaints with ease. The management should integrate modern technology to enhance the shopping experience of shoppers due to the early booking of products and seamless payment system (Kim, & Sullivan, 2019). The electronic system staff should focus on giving customers (especially male) experience of the stores by providing them with an idea of the functionality of the appliance. For female customers, giving them figurative or symbolism of their purchases will increase their attraction to the store’s appliances. The social science research will help the company’s management to make vital decisions on product assortment, positioning, and pricing due to the identification of customers’ pain points. The customers’ needs will be well identified after the application of the data analytics techniques that will inform the possible business direction any decision made will have.

References

Ahn, J., Lee, C. K., Back, K. J., & Schmitt, A. (2019). Brand experiential value for creating integrated resort customers’ co-creation behavior. International journal of hospitality management81, 104-112.

Bhasin, K. (2013). Business insider. Retrieved November 17, 2013.

Hoffman, A. N. (2014). J.C. Penney Company, Inc.: Surviving the Ron Johnson (CEO) era. Rotterdam, Netherlands: Rotterdam School of Management, Erasmus University.

Keller, K. L. (2020). Consumer research insights on brands and branding: a JCR curation. Journal of Consumer Research46(5), 995-1001.

Kim, Y. K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ hearts: The case of fashion brands. Fashion and Textiles6(1), 1-16.

Pinto, P., Hawaldar, I. T., & Pinto, S. (2020). Impulse buying behavior among female shoppers: Exploring the effects of selected store environment elements.

Prakash, G., Sahney, S., Kodati, S., & Shrivastava, A. (2017). Gender effects on impulse buying behavior. Emerald Emerging Markets Case Studies.

Puzakova, M., & Aggarwal, P. (2018). Brands as rivals: Consumer pursuit of distinctiveness and the role of brand anthropomorphism. Journal of Consumer Research45(4), 869-888.

Swimberghe, K., Darrat, M. A., Beal, B. D., & Astakhova, M. (2018). Examining a psychological sense of brand community in elderly consumers. Journal of Business Research82, 171-178.

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