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From the feedback I have received my target group are keen on not just having sports clothing, but equipment and accessories for a wide range of sports, as they commented that they couldn’t always find accessories for sports such as Rugby, Cricket and Swimming in stores such as JJB.
A huge part of being a successful sport store is knowing how to treat customers. This is essential if you want to gain a customer base which will return and spend money with your repeatedly. All Sports Extra the intention is to make sure any staff is put through extensive training to ensure that they are all customer orientated, and that they know about our products and can answer any question which the customer may throw at them. This will help give us a professional look and a good reputation, but it also helps motivate staff as they know are good at their jobs, and will get satisfaction from helping customers, as it’s a local store in some instances they may get to know some of the regular customers well.
It is also important that the products we stock are of the highest quality, my research has showed me Muswell Hill is a generally well off area, and if people are going to purchase an item they will want it to be of good quality and long lasting, for this reason I have decided to order in bulk items from the highest quality sporting brands, such as Nike, Reebok, Umbro and Adidas. Surveys showed that for 35% if customer’s quality was the most important thing when shopping. Word about us could get around quickly in Muswell Hill if we are able to make sure when our customers leave the store, they leave happy with a smile on their face, and it’s up to us to ensure this happens. We also have to acknowledge whilst quality is important, price is also crucial in deciding whether the customers buy the product 40% of people in my survey said that this was the most important thing. As a result I have decided to give the customers a choice on what they want, I will have a variety of models for each product, so they can decide whether they want the cheaper option or the more expensive one, meaning we are accommodating for our entire target group. The downside to this is that it could result in excess stock, however through research shall be carried out so that we order the right amount of stock for each product.
