In-Store Marketing Project
This assignment involves you being a ‘mystery shopper’ at a store of your choice. The objective is to visit the store and evaluate the overall in-store marketing used by the retailer. You will appraise the store layout, design and visual merchandising techniques employed as itemized below.
If a store employee begins to question you because of your suspicious note-taking, just explain that you are a college student at Post and if they have questions, they should contact me.
You should incorporate specific consumer concepts and terminologies in your paper. Your will deliver your evaluation in the form of a 10-minute presentation. Also, you will submit a one-page report (including separate cover and reference pages).
Location/Target Market
What is the retailer’s name, location, essential product lines, and identify four of their primary competitors. Identify and describe the characteristics of their target market(s).
Appearance
A) Is the store layout, design and visual merchandising effective in attracting their targeted customers, particularly considering their competition?
B) Does the store need a face lift, update, remodel or renovation? What improvements would you suggest? What about the customer service counter?
Image
Does the sales staff use suggestive selling? Is the image of the staff consistent with the image of the store? Explain.
Value Proposition
What do you perceive to be the retailer’s value proposition? Do you think the store’s operations supports the company’s value initiatives?
Summary
What consumer behavior motivations is the retailer trying to accommodate? Conclude your evaluation with a summary of suggestions on how this retailer can improve the shopping experience for their customers, increase sales, and improve their image.
Remember, you should support your analysis by incorporating specific consumer concepts and terminologies in your presentation and paper.
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