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Crossword case study
1.
2. To benchmark national and international bookstore
chains with respect to the non-books category
To determine the appropriate non-books merchandise
range within a bookstore
To study feasibility of private labels in the non-books
category
To propose strategies to drive the non-books category
business for Crossword
3. In-depth Interviews: 8 Males, Quantitative Analysis
7 Females, 2 Employees of through a Strategic
Landmark Lucknow, questionnaire. Data Analysis direction
Employees of Odyssey (Trichy), Responses from using SPSS, based on
Landmark(Lucknow), Mumbai, Bangalore, Ch Excel the
Shopper studies at Landmark ennai, Delhi, Ahmedaba findings
Lucknow, Crossword Chennai d, Lucknow
4. People visit a bookstore with the Most of the promotions, special events
Through Primary
intention of spending time unlike a etc. are centered on books – Other
music store or a gift store categories are generally ignored
Research
Music/movies section not updated
Book lovers do not mind other regularly – No procurement of
categories taking up space so long a unavailable CDs on special orders
good collection of books is maintained (unlike books)
http://www.youtube.com/watch?v=em
cOKblKELk
5. Expectations in music section varies
Most people felt Indian bookstores
Through Primary
with the city – City-specific
merchandising strategy for should start selling eBook readers like
Kindle
Research
music/movies required
Bookstores have unique gift items
There is scope to engage the customer
compared to gift stores – but most
through various activities – coffee
customers found these items to be
shops, gaming kiosks etc.
expensive
Based on these insights, we have segmented the consumers and given recommendations accordingly
6. Landmark is doing better in ambience,
variety & experience to an extent
Crossword is preferred for layout, assistance
& experience. The only weak aspect is the
non-book item options
Odyssey has preference for variety of
offerings. Most people prefer local
bookstores for price and convenience
Based on user preferences of parameters like
Price, Convenience, Variety, Ambience,
Experience, Layout, Assistance and
Overall customer preference
7. Not difficult
M
L e
Landmark has more non-product offerings o r
Survey results clearly indicate higher percent c c
a h
of (36%) people feeling that the store is too t a
Its ok Crosword
cluttered i d Landmark
People feel Landmark is more cluttered when n i
g s
compared to Crossword even though it hasn’t e
Difficult to find items
affected too much on its store preference
But it would become be a deterrent in the
amount of purchase made 0 20 40 60 80
Percentage (%)
Striking the right balance between the amount of merchandise offered and the store
atmosphere is vital
8. Segment Characteristics Needs/Preferences
Young 19-23 years – Students Attractive display
Browsers Come with friends (more of a Recommendation in Books and
time-pass visit) Music/Movies required to create
Weekend visitors (more Impulse Purchase
frequent) Prefer better assortment
Don’t care about variety of
books
9. Segment Characteristics Needs/Preferences
Family 26-40 years – Working Atmosphere engaging kids
Shoppers Population (games/toys/children books)
Income range INR 8-20 lakh Home décor items,
Come with family – Visit once Men/Women special accessories
in a month Customized family-photo mugs,
Look for variety T-shirts
Better assistance in finding
items and good ambience
10. Segment Characteristics Needs/Preferences
Book Visit with friends/alone – Need good collection of books
Lovers Visiting for last 6-7 yrs No disturbance in the book
Income 5-7 lakh – High book section
purchase intention Prefer proper assortment of
Moderately frequent (once/more books
in a month) Ambience to spend time, relax,
Seek non-books only for specific read and choose books
requirements
11. Segment Characteristics Needs/Preferences
Value 23-29 years – Entry-level job Affordable quality
Seekers positions products/Variety (especially
Price-conscious, Gifts searchers, gifts)
Recent visitors Offers would interest them,
Good ambience preferred
12. Segment Characteristics Needs/Preferences
Premium 35 years and above, Income 15- Unique collections of lifestyle
Buyers 50 lakh products
Less frequent (Visit when time Home decor, watches, pens,
is available) bags, ties, cufflinks etc.
Visit alone, SEC A category
13. 60-65% of revenues from books and music.
Most stores are located in malls.
Stocks music, movies, toys, gifts, stationery, games, home décor, perfumes, leather goods,
cards among others
City-specific strategy. Reduced space for books in tier-II cities
Stocks watches, sun glasses and other premium lifestyle products in major cities
14. Positioned as a leisure store
Equal importance to book, movies and music, toys and stationeries
Book lovers feel that the staff aren’t properly trained to guide them in their selection
Launched ‘Toyopia’ – Independent toy store, ‘The eyewear store’ – optical store
16. Barnes and Noble
Huge upscale bookstores
Stores contain a Starbucks café
Private labels
‘Nook’ – eBook reader
‘Barnsie’ – a teddy bear
‘GameStop’ – Video games and entertainment retailer spun off from Barnes and Noble
17. Categories eBook reader, Movie posters, Greeting
Cards, Home Décor, Bundle related
movies/music and books
Premium lifestyle products – Branded
watches, sun glasses, high-end pens, ties,
cufflinks etc.
18. Toys Increase focus on Board games – Customers
associate board games with bookstores
Engage the customer – Set up a small play
area, Kiosks with jig saw puzzles/board
games
19. Gaming Set up a small gaming area-consumers can try
consoles
Stock more consoles like Sony PS2/PS3/PSP
20. Music/Movies Maintain wider range of genres based on
local popularity e.g. Rock/Hip
Hop/Techno in Metros
Organize events around music and
movies – Gift merchandise autographed
by music/movie artistes
21. Music/Movies Influence consumers – Display a list of
top selling Music & Movie CDs/DVDs
each month in books section
Extend ‘Crossword Recommends’ to
Music – High-end customers prefer
buying original music
22. Music/Movies Maintain Classics in all
languages/genres. Better assortment of
categories – Most Popular/Latest on top.
Reintroduce ‘Juke Box’ – to listen before
buying. Add more accessories – Branded
Headphones/Mics
23. Gift Items Unique and exotic gifts; Stock premium,
region-specific and traditional gifts
24. Private Customized Gifts/Mugs/T-shirts with prints
Labels (order and pick up later, browse other
categories meanwhile)
Toys/Home décor/Stationery – Specifically
target value seekers
25. • Interactions with singers, musicians
Events • Launch events of independent music labels
• Gaming contests in the summer
• Rubik’s cube challenge
• Package related items together
Bundling • Books, DVDs of movies based on the book,
Music CDs, Movie posters
26. Gaming • Customers can play , try various
Corner consoles and new games
Kiosks
• Print pictures on mugs and t-shirts
• Get their portrait sketched
27. • Tables with jigsaw puzzles and board games
Board can be placed across the toys and games section
Games
• Kids’ section in stores like Barnes and Noble resemble a
kindergarten
• Crossword should set-up a small play area in bigger stores
Kids’ • Occasional weekend events involving kids should be organized
Corner
• Parents will stay in the store for longer duration
• This will have a positive impact on the sale of toys
28. Customized Gifts Gifts Children Book Section
Option for
Premium
Products/ Movies Info Desk
cross-
New items selling
Crossword
Music Recommends adopted
Games (Music/Movies) books,
All Varieties
Kiosk Seats
Crossword movies
Stationery Recommends
(Books)
and music
Promos
Coffee Shop
Gaming
Popular books Best Sellers/ New
Arrivals
Kids
Play Toys Clear Demarcation between
Area books and Non-Books
Billing Counter Entrance Seats
NON-BOOKS BOOKS
Activities to engage the customer Prominent distinguishable section
for Promos
29. User perceptions
The ANOVA test shows significant
difference between the perceptions
among customers that in Landmark,
it is tougher to find items as they
have too many products compared to
Crossword
There is not much difference
between the user preference
levels on the overall store. Thus,
even though Landmark has a
hindrance with too much product
display it hasn’t affected the
overall ratings
30. Distinction between book lovers and general people
entering a bookstore
• Discriminant analysis was done to
find the distinguishable factors
between book lovers and others who
come to the book store
• Non-book preference emerged as the
factor (Significant through
discriminant function)
Implication:
People don’t look for non-book items
displayed in the store. But most of
them don’t mind non-book items
displayed unless it is not too
disturbing with the exception of a
few. This is common across the
demographics
31. Bookstore Customer Segmentation
Cluster Analysis was done to come up with the segmentation of customers in bookstores.
Five cluster solutions was identifiable. Based on these, ‘Looking for entire family
needs’, ‘Presence of Limited Category’, ‘Difficulty in finding’ were the significant
factors that can be distinguished across clusters along with other demographic variables