Bowie State University Car Burglary Retailing Essay

* Minimum word count 200-250.

Consider this scenario: There is considerable media coverage of recent car thefts at an area mall. Present a five-step plan for a retailer to reassure customers that it is safe to shop there. How might this impact the retailer’s channel migration strategy? A retailer can do the following to reassure customers that it is safe to shop in its store:

*one short response for each one of the statement below ..

1- The recent reporting of car thefts at an area mall might impact the retailer’s channel migration strategy because many consumers don’t want to park and go to that specific mall if they are spending tons of money and can’t walk out safely. This then affects traffic and sales of the retailers in the mall which could lead to the decline of revenue. Many children and young adults like to go to the mall and if it isn’t a safe environment many parents won’t allow it. A five-step plan for a retailer to reassure customers that it is safe to shop there is to first identify who your customers are then the second to invest with the mall to acquire cameras and 24/7 surveillance around the property. Offering 24/7 surveillance allows the customers to know their car and valuables are being monitored. Thirdly, having mall security driving around the parking lot frequently so consumers can feel safe and know they can obtain help if needed is valuable. This feature will create more traffic for not only the retailer but the mall in general because customers can shop in peace. The fourth plan that retailers can keep their shoppers safe is to have call boxes at all of the nearest exits for immediate help from mall cops if they feel unsafe at any time. Lastly, I would offer a service where retailers have designated workers to walk to the car with their customers if at any time they feel as though they need company, help with items or it’s late at night and feels unsafe.

2- In order to combat this area mall issue we first need to figure out what options we have to solve the problem. Some of these solution could be adding extra security to the parking lot or possibly blocking the parking lot to non shoppers. Once they have choosen a solution they should implemet it a soon as possible to try and reassure customers safetly. And if they find it is not working then you can move on to another strategy untill one sucessfull fixes the problem. This type of problem would have effects to the channel migration strategy if in fact customers were refusing to shop there due to it. Stores in the mall would most likely begin to lose revenue and overall customer interation.A good way to show customers that safety guidelines have been updated is if stores use there customer email lists to send out an informative email.This way you would be able to give customers a full break down of all the new precautions being taken for the mall. Besides that using physical things like signs in windows and posters around the mall to let people entering the mall know about the new safety measures.All of these are good forms of commucation to try and gain back the customers that may or may not have been lost due to the thefts.