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Addons: Targeting Impulse
內容大綱
Addons Retail Private Limited was incorporated in 2006 in Mumbai, Maharashtra, India. The objective behind the venture was to sell lifestyle products and fashion accessories to cater to the impulsive buying urges of urban Indian men and women. The retail chain store sold a range of fashion accessories and products; competitors included both small mom-and-pop stores and kiosks as well as multinational chains. By summer 2014, the founder and director had painstakingly created 80 retail touch points in shopping malls and high streets in a range of cities across the country; his goal was to grow to 500 retail outlets by 2019. The company was on a rapid growth model, but it needed customer footfall and loyalty to support its aspirations. How could it achieve the fine balance between novelty and loyalty for a whimsical, impulse fashion product?
學習目標
The case is suited for courses about retail marketing and consumer behaviour. Its objectives are the following:<ul><li>To understand how conventional consumer behaviour changes when consumers make impulse purchases.</li><li>To learn how to leverage fundamental elements of retail such as store layout, design, merchandising and sales force to increase retail sales.</li><li>To learn how to increase loyalty and build brand recognition among a segment of buyers who tend to be brand agnostic and value seeking. </li></ul>