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Case Unit 15 - Investigating Retail Business
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Unit 15 - Understanding retailingM1.Analyse how local retail businesses are structured to satisfy different customer
needs.
John Lewis
Type of customer : John Lewis aims to make its customers' shopping experience as easy and
enjoyable as possible, by ensuring its shops are well lit, easy to navigate and contain
consistent signposting and labelling. This makes products easy to find and information simple
to understand.
There are different types of customers at every store. In this case, John Lewis as previously
mentioned in the presentation , is a successful store which just like all
This statement is taken from their website, implying that any type of customer , whether its
an elderly, disabled or young customer , they get treated equally, with respect and excellent
service.
Jd
The company's check-out survey is one way it uses. This is a basic but extremely successful
survey that is conducted with consumers at the cash register. JD can create extensive
consumer profiles by gathering the customer's home postcode, gender, and age and
correlating this data to the items purchased.
Because of its success and popularity, JD Sports and their customer service was discussed in
the media.
https://www.marketingweek.com/jd-sports-deep-bond-customers-ecommerce-transition/
, As a conclusion , I believe that both of the shops mentioned above have their own values and
tactics regarding their customer service. They both provide good customer service by meeting
their customers' wants and needs.
M2. Assess how a retail business’ ability to respond to change improves its competitiveness.
Apple’s ways into responding to changes and improving its competitiveness.
● Creating mystery
Apple stores are mysterious regarding their products and even their changes regarding the
outlet.
rivacy laws are being placed on Apple. This is a danger to Apple since it will present new
problems to the company when producing products that require the transmission of private
information, something they are not used to. This may also be viewed as an advantage, since
they can develop features that safeguard privacy.
E- The majority of ecological factors in Apple's macro-environment present opportunities.
These opportunities include corporate sustainability and trend, energy-efficient product trend,
and labour rights trend. Apple is already addressing the possibility to ensure company
sustainability through recycling and associated programmes. Apple has increased the energy
efficiency of its devices by offering better batteries, components that generate less heat, and
professors. Apple has already begun to enhance customer image by improving employment
standards throughout its supplier chain.
People are eager to see their newest goods and features since they are nearly always
unexpected. This mystery has also brought more attention to the firm, resulting in more
debate about Apple and, as a result, more sales.
● Determine the best way to appeal to customers.
Apple has conducted extensive user research. They've spent a lot of time and money trying to
figure out how to appeal to their clientele. This manifests itself in the form of messages,
minor product enhancements, and advertisements.
● Establish distinct buying platforms.
Anyone who has visited an Apple shop can attest to their beauty and power. Companies that
thrive at marketing frequently do so by discovering a new, distinct channel that competitors
are not utilising. This is precisely what Apple Stores are. They are a location where
customers can interact directly with Apple products and are encouraged to spend large sums
of money.
In addition to that, they have invested a lot in online marketing and use of social media and
mobile apps such as their app called ‘Apple Store’. They also have their website where a
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