use as many sources as you want
1. Public relations
o Plans for generating publicity
o Describe all PR activities
o Special events
2. Customer service and services offered
o What type of services does each retailer offer (Alterations, gift wrapping etc.)
o Talk to 3 customers What is their perception of each business customer service
o How does each retailer handle customer complaints
o Does the business have mystery shoppers to check levels of service
3. Store atmosphere and design
o What type of scent is in the store Does it detract or attract
o What type of fixtures do they use
o What type of lighting are they using
o Is music constantly playing What type
o What type of design layout does this store use (Grid, Racetrack, Free Form etc.) Is it effective for customer
4. For service oriented businesses
o How does the company stress tangible cues, use personal info sources, or create a strong organizational
f. Customer Relationship Management
o Describe all CRM activities
o Method of collecting customer data
o Method of building customer loyalty
o How does the company convert good customers to great customers
o Summarize how each business is attempting to build a long term relationship with its customers
5. Future Outlook
o What are their biggest challenges now and in the future How is each company preparing to meet those
o What do you think the future holds for these two companies
o If you were hired as the CEO, what specific strategies would you pursue in the future for each business
o What opportunities would you capitalize on Why
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