English for Advertising and Marketing
Autor: hellopretty01 • May 29, 2016 • Research Paper • 1,677 Words (7 Pages) • 871 Views
[English for Advertising and Marketing]
Giwon Kim 67163
Question : Your business is a bookstore located in downtown Warsaw. You should decide your target group and their headline problem you are best suited to solve. Present your range of services, business model and a sticky strategy to promote and grow it.
Adding Customer Experience Can
Give Online Bookstore a Big Edge
Introduction
1. Changes in Bookselling business
Since the internet and online business emerged, Bookselling business has been rapidly changed. Everything moved to internet space. Giant online bookselling companies such as Amazon, now occupy most of shares in bookselling market. Online bookstore has a lot of advantages comparing to offline market. They offer information and reviews on bestsellers, newly published book. Also they open held events like fan sign meeting and give gift to customers. In addition, their price is cheaper than the offline store with free shipping fees. It seems there's no place to stand for a small offline bookstore.
So how can offline bookstore stay competitive in this industry, among the online giants like Amazon? We have to offer our customers benefit which online bookstore can't give to them. Offline bookstore has an advantage over online in building 1:1 relationships with customers and giving more personalized services. Offline bookstore can allure customers who want more highly personalized services. Offline bookstore should try to make them loyal customers, who think visiting bookstore as a part of their daily routine.
Problems and Strategy
2. Targeting customers who are willing to be active in reading
To survive in highly competitive bookselling business market, we should offer unique and meaningful costumer experience in offline store. So who are the customers who want communication and relationship with bookstore manager? It would be active reader who is willing to buy books regularly. Hence our target groups should be the active readers.
3. The problems that our target customers may have
Problem Map | Heading problems | ||
Headline problems | It's hard to find books that worth to read | I have kids and I want them to have a book reading habit. | I want to read books, but I have no time to buy books and visiting bookstore. |
Resulting problems | Online bestseller list is not my cup of tea. I need someone who can share the same taste with me. | It's hard to bring kids to bookstore, because they are often noisy. | I'm working. After my work, all bookstores are closed. |
I sometimes waste my money and time finding a good book. | Books for children are mostly expensive, so it's not easy to afford. | I want to start reading, but I have no idea where to start with. |
We targeted people who are willing to read books, but struggling with some problems in choosing and buying books. So our offline bookstore should promote itself and offer them suitable services to solve their problems.
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