IntroductionLinda King proposed the sacrificeing of a retail lingerie and vacant wear store in London, Ontario. The original proposal was to open a retail store that would offer an alternative to the tralatitious marketing of lingerie. Linda proposed to pull back consumers through an elegant atmosphere, rather than force them into the store out of necessity. The company?s focus would vomit up emphasis on the store layout, front, fixtures and lightning to enhance customers? shopping experience. The sales at the retail store would be supplemented by a transmit order catalogue. The products to be sold included ladies? stop wear, hosiery, underwear, bras, robes, toiletries, accessories and men?s wear. Linda too reconsidered to start the business with nevertheless the mail order division. She thought that would be the best since it would dish out to promote awareness of the products and store name, while keeping be to a minimum.
The Operation ProcessThe first step of the process would be to mail the catalogue to the target consumer. The production of the catalogue would be contracted out to a printing company, while picture taking would be supplied free of charge from a friend. There would be two possible methods of catalogue distribution: Canada Post admail pitching service for national distribution and an independent agency called sense datum Mail-Ibax for any deliveries within London.
In order to reach the ?has shopped mail order? segment, Linda could call a list broker and acquire a list of all women from across Canada aged 18 to 30 who have subscribed to mail order catalogues before. For attract those who had never shopped mail order, Linda decided to engage the cold-call strategy. She planned to use London as a test market. The company would also provide 24 hour per day service. Upon receiving the order, all the relevant customer information would be...
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