What aspects of the store encourage or discourage use of the store and spending amongst this customer segment?Discuss

Description

Introduction

The Kingston Department Store (KDS) is engaged in an 18-month review of its business strategy.

KDS is a well-established department store that has recently been refurbished at a considerable cost to the owners. While this had been undertaken as part of a plan to maintain and develop a customer base, initial results are disappointing in terms of company turnover and numbers of customers: turnover has not risen more than might be expected in terms of market averages and customer numbers are not dissimilar from last year’s. This suggests something more needs to be done to increase use of the store, customer numbers and so on.

The store’s managers have already decided to introduce store account facilities, on the assumption that this will enhance customer loyalty. However, they feel they need further information about customer motivations if KDS is to meet its strategic objectives.

The qualitative research set out to understand how existing customers could be encouraged to use the store more often and to spend more money at the store. This assignment focuses exclusively on the part of that research that focussed on female customers aged 45-60.

Research Aim

To establish motivations of this group of customers for using Kingston Department Store (KDS) and explore how they can be encouraged to spend more in the store.

Research Questions

1) What aspects of the store encourage or discourage use of the store and spending amongst this customer segment?

2) What changes/new developments might encourage greater use of the store and an increase in spend amongst this customer segment?

3) What encourages customers in this segment to spend money at KDS’s competitors?

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