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Customer Loyalty – Case Study Instructor: Ellen Sparling Submitted by: Anik Alam Student number: 822-296-091 Due Date: Wed May 22, 2013 Customer Loyalty – Case Study Instructor: Ellen Sparling Submitted by: Anik Alam Student number: 822-296-091 Due Date: Wed May 22, 2013 Questions: 1. Clearly Explain how the development of channel Cross – Shoppers at sears would increase corporate value? A.1 The development of channel cross – shoppers would increase corporate value because: . Customers shopping from both channels usually purchased more than average. . When the average money spent by a cross shopping customer as of catalog and retail items was more compared to that of a customer shopping from a single channel. It proved to be a staggering number that encouraged the development of it. . 3 major divisions were made that could work across all channels assigning an individual VP to each division handling the work with precision to maintain the customer value and encourage cross channel shopping even further. 2. What changes we made at Sears Canada to encourage customers to shop in more than one channel? A.2 The changes that were made to encourage customers to shop in more than one channel were: . The Retail Stores: A very contemporary appearance being very bright, functional and convenient at the same time. Location of the catalog desk was changed to the most used entrance of the store. . Telephone Shopping: In order to strengthen the type of shopping delivery through telephone can be made at any location within the time period of 48 hours without additional charges. Adding icons in the flyers have encouraged customers to obtain the desired product by calling and ordering from a catalog. 3. The customer segments ‘Super Spenders’ and ‘Occasional Store Shoppers’ demographically identical. Which segment would sears like

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