After operating a successful store on Etsy for over five years, Emmanuel has dec

Question

After operating a successful store on Etsy for over five years, Emmanuel has decided to take his shoemaking operation to the next level by opening his own store. Emmanuel’s leather dress shoes are entirely made by hand using the finest leathers and other materials and therefore can expect to command high prices and draw discriminating customers. Because he has never worked in retail, Emmanuel is working with a professional marketing team to make his vision a reality.

What approach should Emmanuel and his team take toward creating the right retail experience for his customers?

In addition to answering the above question, explain how Emmanuel’s operation should handle two of the following elements of the marketing/retail mix:

-Product

-Price

-Promotion

-Place

-Presentation

-Personnel

Explanation / Answer

Emmanuel and his team are trying to make a better retail experience for the customers but before they are willing to give better experience they should know how many types of customers will visit the store and how to approach them. We can see different kinds of customers like well informed customers, show roomers, confused customers, bargainers and regular customers. All these kinds of customers should need different kinds of approaches. As Emmanuel’s store was new to customers so that it was important to give a great service to customers. While a customer came to the store firstly, it was important know about the customer needs. By comparing the prices and quality different products and make them satisfied with the best. If they had any complaints regarding the product should be rectified as soon as possible. By connecting with the customers occasionally by offering any gifts will make the customers loyal towards the store. Discounts will make the customer happier so store should offer the discounts or gift coupons. It was important to respond to the customer problem even if we don’t have any profit by solving those problems. Lastly, many of the retail stores will make promises to the customers but it was important to know that if our store cannot fulfill their promise then they should not give assurance this will spoil the store reputation.

According to my point of view, while doing the marketing there are two important aspects they are promotion and place

Promotion

              Promoting in the sense showing or selling your ideas to the customers. Our promotions should convey each and every aspect of the store and what experience it will give to the customers. What are the benefits we can gain from the products should also be advertised.

Place

             Place plays a major role for marketing any product or store. Before starting promotions it was important analyze that which group of will like your product and reach out to their places. By this way people will get know about our store

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