S/M/176. Dixons Marketing Strategy

This report covers the observations of Dixons, which is located in the Clarendon Centre in Oxford. The framework for observation included Customer service, financial services, pricing strategies, the stores’ environment and other operations of the store. The results of the observation are then analyzed of whether services and operations should need improvement. This report also focuses on their pricing strategies, as to whether they are observable and what type of pricing an electrical/computer store uses. In store marketing creates the ambience for the store and usually helps sell a certain products such as tie-ing it in with sporting events, which relates it to the customer, making the store more customer friendly, and being able to promote items which aren’t selling as well, making customers aware of discounts and or sales promotions on offer. Store ambience is another subject covered as it can help in creating more sales, if the customer feels comfortable in the store, they will stay longer, and buy more, but if the store is too cold/hot, or too loud or it smells bad, customers will go elsewhere, to find comfort, or if the store doesn’t have the right colour scheme, it can miss out on sales unintentionally, as colours play a big part in customer behaviour, i.e. green creates a feeling of trees, wilderness, and Blue is a cool, sometimes cold colours, as white is sometimes seen, but can also be seen as sterile or pure. Finally, the report includes recommendations for the store. These recommendations include basic daily operation routines and services that should be change that will satisfy its customers.