Group 13Abrar AlmutairiEesha PalkarHongyi YangPengcheng LiXiaoxiao Wang

Consulting Report ----For Oxfam

Presentation Outline

1. Tasks

2. What we have done

3. Opportunities

4. Recommendations

1. Tasks

•To dress the shop window appropriately on Whitchurch Road

in order to increase foot traffic and increase customer spend once inside the store as part of this campaign.

•To develop a sustainable Social Media strategy for both the online and retail unit

in order to drive increased sales and donations as well as recruiting local volunteers to work in the Whitchurch Road shop.

2. What we have done：

1st survey: collecting 30 people’s (around the shop) attitudes and opinions towards the shop.

2nd survey: designing more specific questions and collecting another 30 people’s opinions to improve the shop

boutique shop

surveys

collecting 40 people’s attitudes and opinions towards Oxfam social media accounts

social media survey

Questionnaire combining with interview

• Investigating on 11 boutique shops to generate some ideas and methods to improve the shop.

Investigation on other boutique shop

According to the analysis, it is helpful for Oxfam to identify some key opportunities and refine their marketing strategies to improve sales.

Customer attitude towards the shop• Basically customers are satisfied with both display window and shop itself. They

think that charitable, cheap price and wide range of choice are Oxfam’s main advantages to attract people. Meanwhile they also list some opportunities that can be improved to attract more customers.

Charitable43%

Cheap price29%

Wide choice24%

Other4%

Features

Ranking of Satisfaction

Very Dissatisfied-1

Dissatisfied-2 Neither-3 Satisfied-4 Very Satisfied-5

Average Marks

Window 0 8 11 37 4 3.62

Shop 0 4 28 21 6 3.43

Opportunities Outline:

3. Opportunities and Recommendations for the boutique shop

More well-organized display window

Appropriate product display

Diversified product information display

Highlighting Oxfam's low price

The window should be more well-organized, as customers sometime cannot see the products due to posters.

To move all posters to the left side window, leaving the main window to exhibit products and relative information more clearly.

For regular display, as male customer do not have special preferences about displayed items, so products displayed on the window should be more based on women’s preference, which means more clothes should be put on the windows.

For special events, such as Father’ Day and Mother’s Day, exhibiting products according to target customers’ preference.

Cloth

esBoo

k

Decor

atio

ns

Acces

sorie

s

Other

0

2

4

6

8

10

12

14

16

18

What do you prefer to see on the window

Male Female

products chosen to display on the window should be more appropriate to attract customers.

Fashionable Product

High-quality Product

Promotional Product

Other 0

10

20

Types of ProductFashionable products should be

the first choice to put on the window to attract customers.

Colourful products should be added to attract customers as brighter colours simulate their shopping passion.

Designing unique selling points for daily and special-theme selling. For example, creating a cosy shopping atmosphere on Mother’s Day such as making up some sweet stories for products.

In total, new product and promotional information should be the first choices on display windows.

Product Promotion

New Product Information about product

displayed

Other0

1

2

3

4

5

6

7

8

9

Preferance of Product Information

Male Female

more product information need to be put on the window, customers said they can not acquire attractive shopping information sometimes.

For male customers, they more care about new product information. while for female customers, promotional product information are more popular.

using Small Notes to display product information, the main advantages of using them: Clear, Clean, To the point, and Updating information quickly

Notes73%

Board10%

Label10%

Other7%

Ways to display product

Demonstrating your price advantage, some customers think you

products are over priced sometimes

Using notes to show the difference between price of your product and of competitors’ or new product to illustrate the price advantage

Social media respondent Information: The respondents of the survey

were interviewed in city center area

Women were less likely to give information as they thought it would affect their privacy

The target audience for social media is the younger generation as evident.

Customer attitude towards social media account

Customers do not have special preference towards the social media account, 60% of the respondents did not follow or even hear about Oxfam’s Facebook. Thus according to survey, there are plenty of opportunities to attract customers and increase sales by social media.

Ranking of satisfaction

Very disatisified-1

Dissatisfied-2 Neither-3 Satisified-4 Very satisified-5

Average score

Social media

2 5 18 10 5 3.28

Opportunities outline:

Opportunities and Recommendations for Social media

Careful selection of social media

Frequent information update

More attractive design

Focusing on both business and charity

Diversified information display

Selecting most popular social media is essential to target on more customers

Twitter is voted as number one

and Facebook can be great medium. They should be considered as main internet marketing tools

Twitter53%

Facebook30%

Instagram18%

First choice of social media

twitter facebook instagram

New information should be uploaded in time in the social media account

Survey result indicate most people check their social media accounts frequently, so updating new information as you can as possible.

one time per hour

one time per 3-5 hours

one time per day

one time per week

none of them

0

1

2

3

4

5

6

7

8

9

10

Social media usage frequency

socail media usage frequency

e.g. publishing shopping information or charity news once a week

For online shopping, charity shops do not have obvious advantages than other shops

Using social media as a marketing strategy, charity nature is not an advantage to attract customers. Thus the information exhibited should be based on customers’ preference.

Yes No Not care0

2

4

6

8

10

12

14

16

18

Charity online shop is more at-tractive?

charity shop is more attractive?

Refining the social media design to attract customers’ attention

Basically a more professional

design and combination of pictures and words are most important points to attract people’s interest in a social media account.

More pic-tures44%

More pro-fessional

37%

More words10%

Other10%

preference of social media design

e.g. Using hashtags(#) to increase viewings.

Publish information that customers are interested in

Dealing and shopping information should be the first choice to be put on social media.

Charity news should also be updated as customers care about how their donation and money are used to help people over the world.

News29%

Dealing37%

Shopping informa-

tion34%

Customers interests on our social media account

e.g. Tweet about live events, conferences or programs being conducted.

Recommendations of combining social media and display window

Participating in popular events to promote your social media and shop as well.

Putting posters on display window to attract people to follow your social media accounts.

Using notes or boards to tell people the charity work and attract them to follow your social media account, making people feel their importance to help others.

https://www.facebook.com/example.charity