OBSERVATION ASSIGNMENT

RAGHAV SHARMA20150122132

Product Category:BOOKS

ABOUT Landmark

Landmark aims to be a point of cultural and social interaction where authors and poets hold court, where children are regaled, where people gravitate to be informed, to be entertained, even enlightened. The name embodies the vision of Crossword as a place and space for people who seek information, knowledge or just the pleasure of reading. Crossword stocks the widest range of Books – Movies- Music- Toys- Stationery- Magazines and CD ROM’s.

What are customers looking for?

Customers visit LandMark for following reasons :

A good place for leisurely reading

To buy DVDs and CDs of Movies and TV series.

To buy Books

To buy toys for kids

BUYING PROCESSTwo types of Buying Patterns were visible in the store.

Intentional Shoppers

Leisured Shoppers

•These shoppers came to the store to buy some specific books, DVDs or toys.• These shoppers directly went to the relevant section of the store, looked for whichever specific product they wanted.•After finding what they wanted, these shoppers checked-out some other products in different sections before proceeding for billing.•Approx. Time spent in shop : 15-20 Minutes•Such shoppers came to store mostly accompanied by family or friends.

•These shoppers came to store for spending some leisure time.•These shoppers looked around in all the sections of the store for any product that can interest them.• In the process of searching an interesting product, these shoppers ended up reading a part of many different books.•After checking out many different products/books/DVDs etc., only if they liked something , these shoppers bought the product. Many others simply left the store if they could not find anything interesting.•Approx. Time spent in shop : 45 Mins- 60 Mins.•Such Shoppers came to store mostly alone.

Product improvement

Bookstores like Landmark not only sell books but also give a very enjoyable space for reading within the store. This improves the ambience of the place and facilitates developing reading habit in customers.

To improve sales, every bookstore needs to start selling online. Right now, Flipkart is the biggest seller of books in India and this can only change if bookstores too start selling online and the need of customer to physically visit the store can be eliminated. Landmark has started doing this through its “Dial-a-book” service

Product improvement

Libraries and Bookstores can rent extra spaces they have to sell some different product like Food & Beverages, Apparels etc. This would result in capturing even those customers who are interested in the other products. Landmark does so by giving space for selling Mobile Phones and playing Video Games.

Product improvement

Marketing efforts •Bookstores nowdays tie-up with Publishing houses and host authors in their shop for interaction with the readers. This creates buzz about the books as well as ensures more involved readers/customers.

•Landmark presents a special set of circumstances for events like book launches, Quiz Contests, Celebrity Events in major cities• Also weekly activities for children develops a reading habit in them and attracts families to spend their free time in Landmark.

Marketing efforts