Your best friend owns a small children's clothing store located in the downtown area of a community of 50,000 citizens. Business has been slow the past year due the construction of several new strip malls and a new Wal-Mart store (Increased competition).
She discovered you were taking an online marketing class, asked you for your advice for ideas that would increase her sales (She owns her present building and will not relocate her business, even though the downtown area is losing stores to the new strip malls). Based on what you have learned in this course what would you tell her.
Marketing mix comes down to product, price and promotion. Most likely, my friend will not be able to compete against chain stores found in a strip mall and certainly not Wal Mart. She simply does not have the buying power to do so. That said, she needs to focus on what she can change. She needs to ensure that her store features the right product as a unique selling proposition. Unique products will give customers a reason to visit her store. In addition, she should make sure that her customer service is superior. She has the opportunity to build relationships with customers and encourage these customers to tell their friends about her shop and visit in person or via the Internet. She can also start a customer log to track special requests and keep in touch with customers when new items arrive that might be of interest. Retaining and keeping customers is as important as stimulating referrals and capturing new business. By ...
This solution discusses the opportunity of applying what you have learned in marketing class towards helping a friend who owns a small children's clothing store wishing to build sales in 640 words.