UK is a competitive economy with several players from different countries. Therefore, Anthony will be investing in a competitive market with a large population. The targeted region, Greater London within the M25, has a large population given that it is bordered by some of the largest districts in the UK such as Kent, Surrey, Berkshire, Essex, Hertfordshire, and Buckinghamshire.
Technically, the new product will have an extensive ready market. It would be advisable for Anthony to target women of between 10 and 45 years of age. This is because the target group is growing at a fast rate, not to mention that it appreciates shopping. Anthony can supply the new clothing line which includes shirts, skirts, pants, and dresses for ladies in small, medium and large sizes.
Compared to men, women like shopping and appreciate shopping collective products under one roof. Therefore, as women go about their shopping, they will also be attracted to purchase products for their younger ones.
This will effectively increase the target market. While designing the market segment, target and position of the new product, Cant, Strydom, and Jooste (2006) advise that the adopted marketing mix adopted should be aligned with the formulated objectives.
The new products which are of different design will be adopted in order to strategically position the retail in the Greater London. According to Jackson (2006) the rationale behind positioning is with a view to creating an experience upon the purchase of a product.
Therefore, the target market which comprise of ladies of different ages, offers a unique market and a strategy that would position the company in the market. This is because shopping under one roof offers consumers an unforgettable experience.
Normally, product positioning is based on consumers’ beliefs about the benefits, features, and values of a product (Jackson 2006). With respect to this notion, the retail shop can benefit from the unoccupied niche in the mind of the consumers, thereby making a credible decision to shop under one roof.
Location of the store
The location of a retail store plays an integral role in the success of the store. Additionally, it necessitates proper implementation of retail strategy since the location of a store plays a major part in as far as branding and image of the store is concerned.
Furthermore, location influences the adopted merchandising mix as well as the store’s layout. The anticipated retail shop should be located in such a way that it positively impacts consumers. The difference between a poorly located store and a well located store defines failure and success of a business.
The location of the retail store should be strategically located in an area which is accessible and easily noticeable. Based on the geographical representation of the Greater London region, M25 is served well by the transport system which means that consumers from outside the area but who borders M25 will be shopping at the specified store.
The store should be located in such a manner that it is differentiable from the rest of the clothing stores in the region. A retail store needs to be located in an area which is visible and with high consumers’ traffic.
In other words, Anthony should locate the retail store in a walk-in place that is also accessible to a large number of people. Furthermore, such an area should also be easily accessed by a reliable transport system.
The retail store should not be located in an isolated place, but in an area near competitors. Establishing a store in an area that has competitors offers consumers the opportunity to choose the best alternative based on factors like product quality or the price of the products (Jackson 2006).
In addition, the area should have complimentary outlets that have high consumer traffic. This offers the new entrant the opportunity to use marketing strategies to gain a share of the market.
Since Anthony will be dealing will imported products in a new market, the store should be located in an area that has adequate parking space. Parking space will make it possible for Anthony to load and download his merchandise.
The design and ambience he should create in the store
Before locating the store, Anthony should understand the aspect of design and ambience. Ambience is the degree of lighting in a room or the mood and the atmosphere created in a room through design. In this context, it implies that ambience is usually artificial.
It is important for Anthony to design the interior and exterior parts of the store in such a way that it creates a positive ambience. Given that the retail store mainly targets women as its consumers, a cool and calm atmosphere should be created.
With regard to design, the clothes should be arranged in such a way as to consider the different consumers based on factors like age, taste, and preferences. For example, clothes meant for children, youths, and adults should be located separately in the same store. This will offer the consumers convenience as they can walk into the store knowing where to locate products meant for a certain age group or size.
The atmosphere of the store should be appealing to the consumer’s eyes and impact a memorable picture in the consumer’s mind (Putatunda 2012). That experience of appeal will not only attract a consumer but will retain the customer and influence other consumers through word of mouth or referrals.
This has been supported by Collins (2002) who adds that the initial thing that a store has to do is to pull customers and persuade them to buy the products being offered. In addition, the attraction creates an experience which is more important than the quality of the products being offered.
In Anthony’s case, the retail store should have display windows outside and throughout the store. It is advisable to undertake research and hire an interior designer to carry out the design and instil ambience in the retail store. Anthony should be willing to spend in designing the store as this will help to create an appeal and image thus selling the store to willing consumers. Image projection is vital in customer attraction.
Although majorly neglected and ignored, the first impression created in a store is considered as the last impression created after the consumer exits a store (Putatunda 2012). This implies that even the staff should create an atmosphere which attracts consumers into the store and hence increase their possibility of making a purchase.
The staff should be dressed well, enthusiastic, clean, and customer-oriented, thus creating a happy and positive ambience (Putatunda 2012). An important part of management is to ensure that the products are well displayed. The implication made is that the clothes should be displaced in a manner in which is attractive, easy to find, and uncomplicated.
This not only saves time but encourages a consumer to buy more products. If there are clothes with premium prices or under discount, they have to be located in a separate section from the fixed price products. Similar items should be placed in the section same.
The products should be placed in such a manner that they attract the attention of the consumers. Hiding or over stacking the products will chase customers away instead of attracting them to the retail stores hence low market share. But avoid this, the products should be placed at eye level and in addition use signs and placards to attract the consumers eye.
Spangenberg, Sprott, Grohmann and Tracey (2004, p.2) acknowledge that ambient scent application in retail environment has the ability to influence consumer’s buying habits. In addition, ambient olfactory cues through the use of ambient scents have positive impact on the behaviour and the perception of the consumer.
Ambient scents in a clothes retail stores should not necessarily emanate from the products but from artificial scents. Women and attractive ambient scents are inseparable and should be considered.
Some of the effects of ambient scents on customers include influence on purchase intentions, altering consumer behaviour, influencing affective and evaluative responses, and elicit cognitive elaboration to the customer (Spangenberg et al. 2004, p.4).
Therefore, positive ambient scent creates different arousal in customers thus influencing their purchasing patterns. Anthony needs to consult a scent ambience specialist so as to be offered with the most appealing and affective scents for the store.
Reference List
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