Sarah A Coleman

May 21, 2015

MCS 429

Writing Assignment 2: Savvy Shopper’s Growth

ProposalA local boutique that has been in business for a decade, Savvy

Shopper, will be making some new and exciting renovations. They love

all of their loyal customers but are looking to expand to new areas

such as the university students’ age group. Savvy Shopper is going to

primarily focus on their marketing exposure through social media,

promotional events and implementing benefits for their current

customers that will expand to their new customers.

One Saturday a month, they will be offering special discounts

and promotions for university students. But to be eligible, you must

show a valid university ID card. There are probably a small percentage

of university students that are current customers, but the idea is to

bring in a larger crowd within that same target market. Being that The

Savvy Shopper specializes in junior and misses clothing, it is perfect for

the college age group (ages 18-24). In today’s market, that specific

age group is usually a college student therefore the money is usually

tight so they like deals, discounts and bargains. They also prefer to

stay updated through social media, which opens lots of opportunities

for exposure and promotional benefits. Social media allows businesses

today to promote their sales and other events. For example, during

football season or any sports season, make sure that there are plenty

of items in stock in the university colors and host a social media share

and giveaway event. That will usually bring customers in because

someone always wants something new to wear to a college event.

Once the customer follows the business on the social media, that will

open doors for the customer to stay up to date and access deals and

discounts. You never know when the retailer will decide to have a

sporadic sale.

Savvy Shopper can keep up with their current customers by

starting an e-mail newsletter offering coupons and stay up-to-date on

new inventory. The sales associate will have to offer the customer the

opportunity to be in the SS Sales Club. The SS Sales Club is part of the

e-mail newsletter group, this group requires the customer to give the

sales associate their e-mail address to receive promotional sales,

coupons, first to know information about sales and expected inventory

and giveaway drawings. This will be offered to every customer and

these emails will be sent out atleast once a week, therefore every

week there will have a sale item or category offered.

Customers like feeling like they are part of a group and involved,

especially with shopping. They like to feel like they are friends with the

workers because it gives them that personal relationship that draws

customers back more and more. When they follow on the social media

sites they can stay up to date and involved, then with the SS Sales

Club they feel more involved because they receive personal e-mail

newsletters sending out promotional items. Customers, especially of

college age, really value that personal shopping experience so with

these opportunities and events the customer feels like they are on a

personal relationship level with the sales associates and the store. This

will bring the current customers to stay involved and keep coming

back, all while the promotional events will bring the new customers in

and allow them to join the SS Sales Club and feel valued. Every

customer wants to feel valued!

References

Garner, Myrna B. (2011) Going Global. New York: Fairchild Books.