INCREASING SALES IN AN APPAREL STORE, CASE: TURN_UP LTD
Yakobson, Nataliya (2015)
Kymenlaakson ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2015060912864
http://urn.fi/URN:NBN:fi:amk-2015060912864
Tiivistelmä
This thesis focused on studying of the retail concept in two dimensions: on-store and online. The TuRN_up Ltd. Company, based in Vologda, in Russia is a start-up apparel retail business, which strived to improve its sales and thus required obtaining of the information concerning the sales enhancing possibilities.
The main goal of the research work was to identify the most efficient strategies for enhancing the sales of the TuRN_up Store focused on both on-store selling and online selling.
In order to satisfy the research goal, the literature review in the sphere of retailing was held. The main aspects appropriate for the TuRN_up Store were studied in the sphere of e-commerce and in traditional retailing. In addition to this, the questionnaire was conducted. 192 people participated in filling in the questionnaire. The questionnaire collected statistical information about the target audience and the assessment of the key retail concepts from a customer’s point of view.
The overall results showed that all the aspects have particular influence on a custom-er’s buying decision. The key elements happened to be price, assortment, delivery and transparent information concerning the products. Strategies based on these issues were proposed for the commissioner with the purpose of fulfilling the research goal.
The main goal of the research work was to identify the most efficient strategies for enhancing the sales of the TuRN_up Store focused on both on-store selling and online selling.
In order to satisfy the research goal, the literature review in the sphere of retailing was held. The main aspects appropriate for the TuRN_up Store were studied in the sphere of e-commerce and in traditional retailing. In addition to this, the questionnaire was conducted. 192 people participated in filling in the questionnaire. The questionnaire collected statistical information about the target audience and the assessment of the key retail concepts from a customer’s point of view.
The overall results showed that all the aspects have particular influence on a custom-er’s buying decision. The key elements happened to be price, assortment, delivery and transparent information concerning the products. Strategies based on these issues were proposed for the commissioner with the purpose of fulfilling the research goal.