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Oshwal Marketing Strategies

Autor:   •  March 7, 2018  •  1,430 Words (6 Pages)  •  410 Views

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Additionally, companies utilize purchase behavior to create marketing strategies for their products and services. Most companies study the behavior of their consumers to establish other types of products that might be relevant to their consumers (Duhigg). For instance, consumers who use their Target credit card to pay for a box of Popsicles just once every week during the evening and huge trash bags each July and October, have been found to have kids at home, judging by their purchase behavior (Duhigg). Such analysis and predictions enable companies and retail stores such as Oshwal enterprises, to avail the most relevant offers for their consumers and discern how their customers’ requirements change with time (Duhigg). Moreover, it builds stronger consumer loyalty, increases the frequency of shopping and increases profitability (Duhigg).

In light of the strategies discussed by Gladwell and Duhigg, a number of strategies recommended to Oshwal Enterprises as compliments to their existing ones. An example is the Invariant Right Principle which is an elementary rule of how people shop (Gladwell). It affirms that once people enter a store or a retail outlet, they habitually and reflexively turn towards the right, and investigations performed to verify the Invariant Right principle have confirmed its authenticity (Gladwell). For instance, video footages retrieved from surveillance cameras show that customers are in the habit of stepping in the entry point, reducing their pace, refocusing and then, frequently, one after the other, turning towards the right (Gladwell). Consequently, Oshwal Enterprises ought to adopt this principle by placing the most frequently purchased items towards on the right side.

Another strategy that is recommended to Oshwal is the use of Destination Items, which are essentially specific and basic items that consumers know they will find at designated places of a store. For instance, GAP stores habitually have denim, which is an archetypal destination commodity for them. Integrating Destination Items to the stores of Oshwal enterprises will be a great marketing strategy that will help expand their customer base (Gladwell).

Still, the Butt-Brush Theory gives a suggestion on how to uphold the loyalty of female customers. The theory holds the position that the likelihood of converting a woman from a mere browser to a shopper is inversely proportional to the possibility of her behind getting brushed as she examines commodities (Gladwell). Video footages from Paco’s cameras indicate that women, who were accidentally or deliberately bumped on their behinds in the course of looking at various items, got enraged and some even left (Gladwell). Oshwal Enterprises have utterly failed in this area considering that the products of women, which require extensive assessment, are positioned in narrow aisles making it almost inevitable that women’s will accidently or deliberately be brushed on their behinds.

Charles Duhigg suggests two additional marketing techniques that can be employed by companies to increase their number of sales. First is the strategic placement of merchandise to ensure that customers load more products to their shopping baskets. He explains this principle with the example that if we begin our shopping by loading up healthy products such as green vegetables, there is a higher likelihood that we will buy snacks such as frozen pizza when we come upon them later (Duhigg). Second is the application of the familiarity concept, as a tool for marketing. Scientific evidence points out to the fact that preference for stuff that looks and sounds familiar is a result of our neurology (Duhigg). With this information, businesses sell new products in the guise of products familiar to consumers. For instance, Disk jockeys (DJs) mix fresh songs with the already familiar ones and by so doing, persuade listeners to listen long enough until the unfamiliar songs become familiar (Duhigg).

Overall, Oshwal Enterprises employ a number of marketing strategies to maintain high sales in all their stores, all of which are in line with the strategies discussed in Gladwell’s article The science of shopping and Duhigg’s book The power of Habit. A few others are recommended to help augment their profitability including the Invariant Right Principle, the use of Destination Items and the Butt-Brush Theory.

Work Cited

Duhigg, Charles. The Power Of Habit: Why We Do What We Do In Life And Business. 1st ed. 2006. Web. 22 June 2016.

Gladwell, Malcolm. "The Science Of Shopping". N.p., 2016. Web. 22 June 2016.


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