Striving to be the best - understanding what the consumer really wants

Article Abstract:

As part of the 60 million pounds sterling redevelopment plan or 'Master Plan' being implemented by London department store Selfridges, the store has implemented a three-phase approach to reviewing its customer services initiatives. The review focuses on who are the store's customers, what do they want, and how can Selfridges exceed their expectations. The review has included both quantitative and qualitative marketing research, and has already made Selfridges review its competitive positioning.

Services, Department stores, Selfridges Retail Ltd.

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Consumer direct mail - just how effective is it?

Article Abstract:

Recent research has attempted to assess the effectiveness of consumer direct mail in the UK. It found that there is considerable scope for the further expansion of the use of direct mail, with the UK ranking only 10th in Europe in terms of the number of items of direct mail received per head of population. The sector is expected to continue to expand rapidly over the next decade, especially as consumer responses to direct mail become more positive.

Direct Mail Marketing, Direct mail advertising, Direct-mail advertising

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Researching the consumer

Article Abstract:

Segmentation has become a common way for marketers to define their target audience. Within this approach, 'psychographic' segmentation has proved particularly effective. This attempts to exceed rational parameters, allowing continuous studies and identification of respondents for other research. Recent research has shown that the time and cost involved in psychographic segmentation need not be excessive.

Market segmentation

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