Question

Implement techniques to increase customer’s product exposure?

CASE STUDY SITUATION

You are the vice president of development for BULLET, the second largest discount retailer in the nation. The senior VP has asked you to analyze a new sales venture and determine how to build a clientele foe the new venture and for traditional BULLET stores.

There are close to 2000 BULLET stores across the country, most anchoring strip malls or outdoor shopping centers. BULLET stores feature typical grocery store items along with pharmacies, apparel, home décor, books, toys, electronics, seasonal items and health and beauty sections. BULLET’S biggest competitor is BOX MART, the leading discount retailer. BULLET does not come close to the number of store locations nor the revenue that BOX MART produces each year. Aside from similar store layouts and product offerings, there are notable differences between the two discount retailers.

Although product offerings are similar, BULLET has a much different image than BOX MART. BULLET is perceived to be better organized, with a more streamlined store layout. They are also more in touch with fashion trends and home décor. BULLET also markets higher quality house brands in all departments, most notably in its food and beverage departments. BULLET offers a wide variety of fresh, ready-to-eat meals that beat BOX MART’S offerings in customer ratings each year.

Executives at BULLET have decided to test market a concept for a BULLET branded convenience store. The BULLET convenience store will be located away form BULLET stores and will offer fuel and the loyal BULLET customer, and also new clientele who does not usually shop at BULLET stores. They are also hoping to attract the BOX MART customer.

YOUR CHALLENGE

The senior VP wants you to determine how a BULLET C-store can feel like a BULLET store, rather than a typical convenience store. You are to suggest techniques tha can expose BULLET C-store customers to BULLET retail store products, ideally resulting in a larger clientele for BULLET retail stores.

In addition, you need to plan the product mix the BULLET C-stores; what typical convenience store products should be sold and what other products should be sold to keep up with BULLET’S well-regarded image? Are there store services that should be offered or not?

Answer 1

Here, in this case, the BULLET is a large discount retailer that needs to enter into the convenient store segment. The BULLET company wants convenience stores to feel like the real BULLET store. For that purpose, the followings specialities of BULLET store can be incorporated in the case of BULLET C-stores.

• BULLET C-stores should sell all the important items that are available at the BULLET stores .
• BULLET C-stores should go for a streamlined store layout like BULLET stores were different products are better organized.
• BULLET C-stores should have sone merchanding in a similar fashion.
• BULLET C-stores should be able to follow and products belonging to new fashion and home décor trends
• Like in the case of BULLET stores, BULLET C-stores also must sell only higher-quality products.
• BULLET C-stores should have a wide variety of fresh, ready-to-eat meals at their stores.

Following techniques  can be used by the company to attract BULLET C-store customers to BULLET retail store products

• Exhibiting publicity materials about the products and offers available at BULLET stores will be helpful in attracting customers to BULLET retail store products.
• Special discounts can be given to customers who are visiting BULLET stores through a reference from BULLET C-stores.
• Some loyalty programs can be introduced for the BULLET C-store customers that make the customers special.
• Data collected from BULLET C-store customers can be used for informing potential customers about its products and offers.

Like in the case of a typical convenience store the product mix of BULLET C-stores can include the following items.

• Over the counter medicines
• Groceries
• Fast food items and snacks
• Newspapers
• Ice creme
• Dry fruits and nuts
• Milk
• Personal hygiene products
• Softdrinks, water, soda, etc.
• and Tobacco products etc.

Along with this above-mentioned products BULLET C-stores should sell the following items to keep BULLET’S well-regarded image.

• Apparel
• Home décor
• Books
• Toys
• Electronics
• Seasonal items
• and health and beauty items etc.

Also, self-service service can be offered to customers at BULLET C-stores it will reduce the cost of running BULLET C-stores.

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