Question

wk 7/dq 2

You are a company that specializes in athletic wear for plus size women. The channels you use to reach your customers is through social media pages and ads, online web searches and are interested in using pop-up stores at certain times of the year. Which channel would be most effective for this type of business? Which channel would be more cost prohibitive? Along with costs, how will customer preference influence the company's channel selection?

Answer 1

Most cost effective channel would be social media site as:

• Larger audience base can be connected in lesser time
• Directly establish link with customers and build relationship
• Actively involve customers in competition, quiz etc. to create buzz
• Easy to keep them updated on latest development

Opening pop-up stores would be more cost prohibitive. The reason is it will require huge capital expenditure along with manpower cost, utility cost etc. Hence, it needs to be avoided.

Customer preference is very essential along with cost. If customer base is such that they are more interested to try out product physically and have a feel, then pop-up stores is the better option than social sites. So, basis the customer preference, company needs to take on channel of marketing to reach out to large customer base.