Design
In this section the colleagues design in-store catalogues and all their advertisements, which are press on local newspapers and specialist magazines. There are about 11 in-store catalogues produce each and every year
Point-of-sale
POS looks after all the shops of Richer Sounds to make them look very interesting and lively, this also includes all the fixture and fittings plus the lighting and flooring.
It is also responsible to keep every shop clean and tidy to meet the needs of all the customers.
Richer Sounds’ website
This is another responsibility for marketing which covers every area of the website such as:
- The design
- Checking the navigation
- Sending out e-mails to various customers who have signed in to the Richer
Sounds newsletter
- Analysing the use of the site
Richer Sounds’ key customers
Before when Richer Sounds started they only sold audio separates and so at that time the key customers were identified as only male aged 16 – 30. Today it has so much improved in technology wise and so they now sell many different items, which are brought by a range of customers – both male and female of all ages.
The needs of Richer Sounds’ key customers
The key customers want:
- Better quality products for cheaper price
- Real information on the products
- Better looking stores
- Nice and friendly customer service
How the company knows the needs of their customers
Company constantly takes market research, which helps them to know the needs of their customers. There are many ways in which the company does a market research such as customer questionnaires which are given out when a customer purchases a product, they also obtain information by their newly upgraded computerise system and they also ask specific customers how they found out about their business
How they meet their customer needs
Richer Sounds aim to do this in the following ways:
- Producing the informative, fun and friendly in-store catalogues
- Encouraging the feedback from the customers and all the colleagues
- Always trying to find out the mistakes and what improvement could be
made with it
The use of IT in Marketing
- To produce all the documents needed such as newsletters
- So they will be able to read customers’ data
- To contact colleagues quickly by using email and other internal software
- To design the catalogues using special software’s