How Does the Pavilion Store In Winchester Use Intangible Experiences to Keep Customer Loyalty - Assignment Example

HOW DOES THE PAVILION STORE IN WINCHESTER USE INTANGIBLE EXPERIENCES TO KEEP LOYALTY Submission Introduction The Pavilion Clothing Limited is one of the internationally recognized fashion retailers that meet its customers on a face-to-face basis. The Pavilion Clothing Limited has been in existence for the last seven years. Pavilion is a private fashion and clothing entity that was established in 2007 by private investors (Marketwire, 2012, p. 1). Currently, the Pavilion Clothing Limited is rated as one of the fastest growing clothing companies in United Kingdom. The company is located in Winchester, Hants in United Kingdom. The company deals with precious and up to date men and women fashions. A part from dealing with male and female clothes, the company deals with other products that include: bubblers, water pipes, rolling papers, cleaning suppliers, hookahs, vaporizers, and hand pipes (Pavilion website 2012, p. 1). The prices of Pavilion’s products depend on the quality of the product as well as the existing market value. The Pavilion Clothing Limited’s main customers are middle class young and old people who have sufficient amount of resources to cater for the price of its high quality products. Research Questions What is the nature and value of the intangible experiences delivered by Pavilion Clothing Limited? What is the role of stores attendance in Pavilion Clothing Company? How are customers’ staffs relations and customers-customer relations? What are some of the competition advantages the Pavilion Clothing Limited has over its competitors? Research Objectives To expound on how Pavilion Clothing Limited design its exterior and interior spaces, how the company display its products, the company’s advertisement and promotion mechanisms, the method used to communicate the company’s brands, lay out in the company’s stores as well as how the company identifies and maintain its customers To understand the intangible and tangible experiences within the Pavilion Clothing Limited Essay Plan The essay will start off by explaining the manner in which Pavilion Clothing Limited conducts the promotion of its products as well as the price, quality, and potential customers of Pavilion Clothing Limited’s products. Secondly, the essay will also explain the internal and external aspects of the Pavilion Clothing Limited and its effects on the success of the company. The essay will further define the meaning of intangible and tangible experiences and its application in Pavilion Clothing Company. The negative side of intangible experience in a company will also be expounded in the essay. Finally, the essay will explain how the intangible experiences add value to the company’s products as well as the strengths and weaknesses of the entire process. Brand The Pavilion Clothing Limited’s success is to a greater extent brought about by its commonly known high quality products and services. The Pavilion Clothing Limited has developed effective models of connecting the company’s products to its customers’ emotional needs. The company has linked its brand with inimitable services that fulfils the customers intangible needs. The company is largely recognized for its attractive colours and textures. To attract and maintain its customers, the company has created personalized colours and shapes on its products. Moreover, Pavilion Clothing Limited has adopted a technology that gives room to its customers to virtually snoop into their family members and friends’ closets before making their personalised purchases (Bartlett, 2012, p.5). To maintain a reliable availability of up to date products, the company generates over 1000 new products per year. This gives the company’s customers a pulse to the new products in the market. The teenager taste is also considered in developing the company’s products. Additionally, the good-looking and pleasing virtual store in Pavilion Clothing Limited has played an essential role in maintaining customers’ loyalty to the company’s products. To advance personal touch with the company’s products, the Pavilion Clothing Limited has structured colourful brick and mortar stores in its outlets. The company is as well developing virtual stores by using its website and other social media services. Pavilion Clothing Company is also located next to popularly and high performing clothing stores. This is a strategic initiative aimed at ensuring of the success of prominent clothing stores. Due to its proximity to many prominent stores, the Pavilion Clothing Company has been in a position to adopt some of its competitors marketing strategies necessary for its success. Additionally, concentration of many stores selling similar products in one place encourages a healthy business competition (Tim, Kent, Christopher, Jeff, Jerry, Soames, and David, 2008, p. 5). Moreover, to attract new buyers, the company has designed exceptionally attractive exteriors for its stores. The company is situated in a busy and commonly known street. The company’s architectural design and shop front is striking and designed in a stylish manner. The company has displayed its products in an orderly manner based on their type, price, and quality. The ground floor is purely designed for first moving and less expensive products while the upper stairs are for slow moving and relatively expensive products. The company’s main customers are the middle class section of the country’s population. Intangible and Tangible Experiences Tangible Experiences Tangible experiences are also the deliverables that directly support the manufacture and delivery of services, products, funding, and revenues. Tangible experiences are design elements in specific stores. Tangible experiences include elements such as: physical merchandise, services, physical facilities, ambient condition, and promotion. To update its customers on the availability of new products in the market, the Pavilion Clothing Limited has instituted various advertisement programs both in local and global Media. These programs are designed to inform new customers on the quality, availability, and quantity of the company’s products (Leslie and Laura 2012, p. 5). To be effective and competitive in modern local and global market, the company has instituted sales promotion programs aimed at reaching out to new customers in the market. The company’ logo is also very attractive and portrays the company’s products and services. The colours and symbols of the company’s products are also very attractive and unique to its customers. Moreover, the company has also ensured that the prices of the company’s products are in line with its quality. High quality products are sold at a higher price compared to reduced quality products. The company’s stores are also composed of assortment of products. The company has different types of clothes that fit the interest of the entire section of the population. Additionally, to retain its customers, the company offers delivery services to its loyal customers. Intangible Experiences Intangible experiences are dynamic elements that emphasizes on the need for human interaction through staff to staffs interaction, staff-customers relationship and customer-stores interaction. These dynamic elements include store fundamentals that create a sense of belonging amongst staff and customers. To necessitate attractive intangible elements in their stores, the Pavilion Clothing Limited has employed adequately experienced personality with enough knowledge on the nature, quality, and prices of the company’s products. The company has embarked on a complicated and merit based employment procedure to ensure employment of most qualified and relevant employees in the company’s stores. The employees also undergo consistent training programs and seminars to update them on the emerging fashions and technologies. The company’s management has ensured gender equality as well as age, racial, and ethnic representation in its workforce. To preserve the company’s customers, the management offers effective training to the employees on the need of employing non-verbal clues such as smile, and greetings in their daily activities. The company’s stores are also spacious, giving room for effective customer to customer social interaction. As a matter of fact, customer to customer interaction is commonly known for necessitating credible advice and purchase satisfaction. The Cons of Intangible Experiences Despite of its advantages to a company’s developments, the intangible experiences have various adverse impacts on the entities operations. To begin with, the introduction and maintenance of an effective intangible experience is sometimes exceptionally costly and time consuming. Secondly, unattractive intangible experiences can completely alter the operations, reputation, and benefits of an organization. Finally, intangible experiences can mislead customers as most of the intangible experiences do not reflect the real representation of an organization. Added Value to the Brand The intangible experience plays an essential role in adding value to the Pavilion Company’s products. One of the leading marketing strategies of Pavilion Clothing Limited is to develop a valuable differentiation to maintain customers’ preference on its products. To counter the rapidly growing competition, the Pavilion Clothing Limited has committed toward ensuring desirable intangible experiences to its customers. The company is as well dedicated towards ensuring quality service delivery and production of fashionable productions. Creating meaningful intangible experience is relatively essential in increasing customers’ preference to the company’s products (Lluis, 2007, p. 13). Compared to other competitors, Pavilion Clothing Limited is rated as one of the most effective in necessitating attractive services delivery to its customers. Pavilion Clothing Limited has an effective, friendly, and most cultured staffs compared to other competitors in the market. A part from offering quality services to its customers, the company is known for maintaining the quality of its products as well as offering timely delivery to its customers. However, taking into account the ever increasing technological developments and the increasing customer demands, the Pavilion Clothing Company ought to adopt modern technology in their service delivery. The advanced technology will directly link the company’s operation to its immediate customer. Additionally, to fit in the modern market, the company managers ought to incorporate its customers in the company’s decision making process. Conclusion In light of the above analysis, it is clear that, the success of contemporary fashion industry is purely based on the organization’s direct and indirect interactions with its customers. The efficient customers-products interaction in Pavilion Clothing Limited has significantly transformed the newly instituted company into a global marketing competitor. The quality, price, and promotion of an organisation’s brand are extremely critical in the success of a company in a competitive market. Additionally, the company’s infrastructure, colour, light, music, and the manner in which products are displayed in the outlet plays a very remarkable role in regulating sales in a company. Fashion business managers ought to understand the significance of necessitating effective tangible and intangible experiences. In general, proper team work between all stakeholders and quality services delivery in business operations is particularly essential in the success of a modern business entity. Strengths and Weaknesses The success of this research was necessitated by the presence of able researchers who were committed and skilled enough to conduct quality research. Most of the information needed in the research was also available and adequate. The research was essential in modern fashion business development as it offers an insight into the requirements of a successful fashion business. However, despite of its success, the research faced several shortfalls that interfered with its quality. To some extent, the research lacked some exceptionally essential information required to answer the research questions. Secondly, there were limited resources in the entire research process. Time constraint was also another predicament that interfered with the entire research process. References Bartlett, S 2012, “Retail store design”, Journals of fashion industry, 23, 2, 1-10 Leslie, C and Laura, M 2012, “Retail renegades: Blazing the retail trail”, Market Leaders, Quarter, Vol.1, no. 2, pp. 1-7 Lluis, M 2007, “Devising the shopping experience rooted in retail innovation- the Filocolore cases”, Valencia: ESOMAR Marketwire, J 2012, Winchester Systems Flash Disk Database Accelerator Achieves VMware Ready(TM) Status Retrieved on: 1st October 2012. From: http://greenstoragejournal.ulitzer.com/node/2379766 Pavilion website: www.pavilion1.com Tim B., Kent, W., Christopher G. Jeff, F. Jerry S. Soames H. and David, Y 2008, “Ogilvy on recession-Turning shoppers into buyers”, London: Winner. Read More