Scope of Enhancing Sales of an Apparel Store

MANAGEMENT DECISION PROBLEM:

Excessive foot-fall, falling conversions and repeat purchases/customer loyalty in an apparel showroom

MARKETING RESEARCH PROBLEM:

How to check the viability of store/ground level strategy to be implemented to enhance consumer engagement at an apparel Showroom.

RESEARCH OBJECTIVES:

Sub Problems:

• Scarcity of space for expansion and better accommodation of crowd.

• Inadequate monitoring of the sales-force at the store to enhance the customer engagement and hence increase purchases.

• Keeping infrastructure in sync with key developments and adopting necessary technology i.e obtaining rating on infrastructure

• Consumer and preference mapping to classify consumer characteristics according to their preferences

Background research on the issue:

The objective would be to analyze how to increase the conversions (Making more people buy from his showroom) and increase the repeat purchase of the showroom.

As the showroom is in the best of the markets and the best of the locations within the market, the footfall has never been a problem in the store.

There are situations when the entire showroom is jam packed with the customers and each sales person is busy in attending 2 -3 customers and there are customers who are left unattended and hence loss of sale. To add the issue the showroom building is two-storeyed and hence tracking all the employees becomes difficult given the fact there are 100 other things on the agenda for the store manager to look at.

Secondly being a high turnover store the premium customers who are regular or have the potential to become a regular customer do not get the attention which should be given to them and even if it is given manager wants the customer to come back in his showroom and repeat business % should be very high.

SCOPE