|
|
Our work with retailers has focused primarily on identifying potential customers, determining critical decision factors that influence purchase decisions, and understanding how both clients and their competition are viewed in the marketplace. We have helped clients decide how to best position themselves in the marketplace and, on a number of occasions, have collaborated with branding firms to establish a “brand” for the client.
Case StudiesJoe White Lincoln MercuryProblem: The client's car sales were declining against dealers sales of other car makes. They needed to determine a means to improve sales and market position. This client's primary measure of success was to "beat the pants off of the dealer across the street". Solution: We conducted a survey of customers and potential customers for this automobile dealership. We confirmed that brand was an important buying criterion and that, at the time, Mercury was considered a less desirable make of car. However, we found that, among women, brand was much less important than among men. We also found that women considered Mercury no less desirable that other brands. We looked for other purchasing factors that might be particularly persuasive to women and found that experience in the show room, service after the sale, and financing arrangements were significantly more important to women than to men. Results: The client worked with his employees to improve performance on attributes important to women and, then, conducted a marketing campaign targeting women and promoting excellence in attributes important to them. They were able to substantially improve sales and to beat the competition across the street. Plunkett FurnitureProblem: The client, a Chicago based regional furniture chain, felt that advertising support provided by their manufacturers was not effective in meeting it's needs. They wanted manufacturers to provide funds to conduct their own advertising campaign. Solution: The purpose of the research was to assess the value of advertising support provided by furniture manufacturers and to examine how the chain could better market itself to potential customers. Results: The client used the results of the research in negotiations with the manufacturer and to better focus its own marketing efforts. Partial Client ListNike Bookstop Interiors
of Austin Kent
Moore Cabinets, Inc. Lacks
Furniture Plunkett
Furniture Melvin Simon
|
