Choose a Luxury Brand (burberry) , with a strong heritage, and a global presence as a Retailer. Answer the questions below, using the various concepts and learning outcomes reviewed during the entire course.
You will treat 6 questions in your written submission (moodle, question 1 is mandatory on written submission.
1- Describe the “Retail strategy plan” of a company:
Make A RetailSWOTAnalysis
Estimate Their Positioning Approach,their market penetration and explain your answer
What is their Market Targeting Strategy (Mass, Niche, Segmented) and how does it influence their Retail development and evolution?
What is their Retail Mix and what are the key elements that give them sustainable advantages?
Why and how did they manage their international expansion?
2- Summarize their Retail Value proposition and tellmewhichelements are perceived as such by their customers? Which ones create a Wow experience? (use the elements of Value in the Maslow pyramid)
3- Which Retail formats do they give preference to and which advantages does it bring to them in terms of Brand power?
4- How did they exploit the “Sense of Place” in their Store’s location? Give several elements using the Trading Area analysis method, and what are the key advantages of locating in this area.
5- Detail and present one of their Flagship Store, its image, its design, its format, its architectural elements, its storefront, its 3rd space, and outline the Flagship Store dimension elements seen in the course. Explain what this implies in terms of customer experience.
6- Detail and present one of the Pop-up Store, its design, its format, its VM elements. And outline why/how it was a powerful tool for the brand in terms of Customer experience, brand exposure, rarity creation and creating buzz.
7- How would you describe and define overall the Visual & Store Merchandising Strategy of this brand? How do these elements influence the shopping experience? Give tangible concept elements and examples.
8- As a Brand Retail director, at which personal skills and values would you focus on if you would have to hire your new Flagship Store Manager.
9- As a Brand Retail director, how would you evaluate the Brand perception, the Staff performance, the Store Merchandising and Atmosphere and the Sales Service process with Mystery Shopping Program? Which questions would you put in the questionnaire file? And what Coefficient would you give to each part? Explain
10-In terms of Customer identification and Segmentation, what, to your point of view, make this brand’s customers tick? Give some elements on what their profiles could be (use segmentation variables seen in the course)
11-Imagine the Customer journey/touchpoints with this brand (in a physical store and then, in an omnichannel configuration): explain the several phases (Attract, approach, learn, bond, convert and sustain), and how, in each of these phases, the brand is putting the Customer at the center, and by which means it builds relationships and engages the customer.
12-Explain the brand CRM and loyalty program strategy (if any that you are aware of). How do you think this brand Rewards loyalty plan helps forge loyalty and engage customers? (if no specific loyalty program that you are aware of, imagine one they could implement to rewards their top customers)
13-What is their Omnichannel strategy and status? Give examples. Also, based on your findings, describe the Company’s approach to address the 3 main Omnichannel challenges.
14-Using the concept of the Store being the Epicenter for the customer experience, highlight the place of the Store in its Retail strategy, and how the store presence is a strong competitive advantage, according to the elements seen in the course.
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