When I was first confronted with this assignment, I was keen to find a Motorola retail store in New York, Later on, I found out that they haven't got any brick and mortar stores in the U.S. This gave me an opportunity to look in to other companies that excels in retailing. I finally picked Best Buy since I consider it as my second favorite place to buy electronic equipment after Amazon. I went in to their 86th Street store, arguably one of the busiest stores in Manhattan.
As soon as I stepped in I recalled something
that Professor Evans mentioned in the class. It was the smell of the store, the
sense that matters most to a marketer. They certainly capitalized on that,
since it had a pleasant smell for a busy store in the rush hour. I went in with
the intention of inspecting the procedures in mobile department, and I was
surprised by the crowd that was gathered in the mobile section. It had every
latest gadget in the market today, and it was apparent that they lure customers
from the hands on experience provided in their showrooms.
From my short visit, I learned about their new price match
service which allows the customers to match the prices of an item with other
retailers, and purchase it for the bargain price. It demonstrates a clever
tactic used by Best Buy to counter the rivalry from Amazon.
Best Buy's 6 P's in Retailing
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