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Case Study. Danish homeware chain, Tiger flourishing without the internet
Case Study. Danish homeware chain, Tiger flourishing without the internet
Retail Market
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Evidence used to support this belief: shopping figures from this Christmas:
December figures: total retail sales rose 1.5pc (shops and online) - source: British Retail Consortium (reliable)
Rise was driven by growth of 17.8pc in online shopping.
Without this rise overall sales would have fallen - source: trade body (BRC) (reliable?) Not sure - if consumers did not have the choice of online shopping, they may have visited shops.
-- a seven year old entrant to the British high street managed to achieve 55pc sales growth during Dec with no online biz at all.
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MDR: Strategy good value (price sensitive) cost driven
Pleasant experience - Marketing Place, Service, People, ....
Customer/service experience is important to the customer. People would pay extra for that.
Internet: Bier does not rule out online sales at some point. They do have a website listing products and which location to purchase them.
Cheap products, bulky and fragile, delivery complicated and expensive.
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Scandinavian design, particularly in interiors, was always considered to be desirable but expensive,” says Mr Bier.
“IKEA has done a lot to address the perception of high price, as has H&M, and I hope Tiger will, too.”