oxfam management consulting
TRANSCRIPT
Group 13Abrar AlmutairiEesha PalkarHongyi YangPengcheng LiXiaoxiao Wang
Consulting Report ----For Oxfam
Presentation Outline
1. Tasks
2. What we have done
3. Opportunities
4. Recommendations
1. Tasks
•To dress the shop window appropriately on Whitchurch Road
in order to increase foot traffic and increase customer spend once inside the store as part of this campaign.
•To develop a sustainable Social Media strategy for both the online and retail unit
in order to drive increased sales and donations as well as recruiting local volunteers to work in the Whitchurch Road shop.
2. What we have done:
1st survey: collecting 30 people’s (around the shop) attitudes and opinions towards the shop.
2nd survey: designing more specific questions and collecting another 30 people’s opinions to improve the shop
boutique shop
surveys
collecting 40 people’s attitudes and opinions towards Oxfam social media accounts
social media survey
Questionnaire combining with interview
• Investigating on 11 boutique shops to generate some ideas and methods to improve the shop.
Investigation on other boutique shop
According to the analysis, it is helpful for Oxfam to identify some key opportunities and refine their marketing strategies to improve sales.
Customer attitude towards the shop• Basically customers are satisfied with both display window and shop itself. They
think that charitable, cheap price and wide range of choice are Oxfam’s main advantages to attract people. Meanwhile they also list some opportunities that can be improved to attract more customers.
Charitable43%
Cheap price29%
Wide choice24%
Other4%
Features
Ranking of Satisfaction
Very Dissatisfied-1
Dissatisfied-2 Neither-3 Satisfied-4 Very Satisfied-5
Average Marks
Window 0 8 11 37 4 3.62
Shop 0 4 28 21 6 3.43
Opportunities Outline:
3. Opportunities and Recommendations for the boutique shop
More well-organized display window
Appropriate product display
Diversified product information display
Highlighting Oxfam's low price
The window should be more well-organized, as customers sometime cannot see the products due to posters.
To move all posters to the left side window, leaving the main window to exhibit products and relative information more clearly.
For regular display, as male customer do not have special preferences about displayed items, so products displayed on the window should be more based on women’s preference, which means more clothes should be put on the windows.
For special events, such as Father’ Day and Mother’s Day, exhibiting products according to target customers’ preference.
Cloth
esBoo
k
Decor
atio
ns
Acces
sorie
s
Other
0
2
4
6
8
10
12
14
16
18
What do you prefer to see on the window
Male Female
products chosen to display on the window should be more appropriate to attract customers.
Fashionable Product
High-quality Product
Promotional Product
Other 0
10
20
Types of ProductFashionable products should be
the first choice to put on the window to attract customers.
Colourful products should be added to attract customers as brighter colours simulate their shopping passion.
Designing unique selling points for daily and special-theme selling. For example, creating a cosy shopping atmosphere on Mother’s Day such as making up some sweet stories for products.
In total, new product and promotional information should be the first choices on display windows.
Product Promotion
New Product Information about product
displayed
Other0
1
2
3
4
5
6
7
8
9
Preferance of Product Information
Male Female
more product information need to be put on the window, customers said they can not acquire attractive shopping information sometimes.
For male customers, they more care about new product information. while for female customers, promotional product information are more popular.
using Small Notes to display product information, the main advantages of using them: Clear, Clean, To the point, and Updating information quickly
Notes73%
Board10%
Label10%
Other7%
Ways to display product
Demonstrating your price advantage, some customers think you
products are over priced sometimes
Using notes to show the difference between price of your product and of competitors’ or new product to illustrate the price advantage
Social media respondent Information: The respondents of the survey
were interviewed in city center area
Women were less likely to give information as they thought it would affect their privacy
The target audience for social media is the younger generation as evident.
Customer attitude towards social media account
Customers do not have special preference towards the social media account, 60% of the respondents did not follow or even hear about Oxfam’s Facebook. Thus according to survey, there are plenty of opportunities to attract customers and increase sales by social media.
Ranking of satisfaction
Very disatisified-1
Dissatisfied-2 Neither-3 Satisified-4 Very satisified-5
Average score
Social media
2 5 18 10 5 3.28
Opportunities outline:
Opportunities and Recommendations for Social media
Careful selection of social media
Frequent information update
More attractive design
Focusing on both business and charity
Diversified information display
Selecting most popular social media is essential to target on more customers
Twitter is voted as number one
and Facebook can be great medium. They should be considered as main internet marketing tools
Twitter53%
Facebook30%
Instagram18%
First choice of social media
twitter facebook instagram
New information should be uploaded in time in the social media account
Survey result indicate most people check their social media accounts frequently, so updating new information as you can as possible.
one time per hour
one time per 3-5 hours
one time per day
one time per week
none of them
0
1
2
3
4
5
6
7
8
9
10
Social media usage frequency
socail media usage frequency
e.g. publishing shopping information or charity news once a week
For online shopping, charity shops do not have obvious advantages than other shops
Using social media as a marketing strategy, charity nature is not an advantage to attract customers. Thus the information exhibited should be based on customers’ preference.
Yes No Not care0
2
4
6
8
10
12
14
16
18
Charity online shop is more at-tractive?
charity shop is more attractive?
Refining the social media design to attract customers’ attention
Basically a more professional
design and combination of pictures and words are most important points to attract people’s interest in a social media account.
More pic-tures44%
More pro-fessional
37%
More words10%
Other10%
preference of social media design
e.g. Using hashtags(#) to increase viewings.
Publish information that customers are interested in
Dealing and shopping information should be the first choice to be put on social media.
Charity news should also be updated as customers care about how their donation and money are used to help people over the world.
News29%
Dealing37%
Shopping informa-
tion34%
Customers interests on our social media account
e.g. Tweet about live events, conferences or programs being conducted.
Recommendations of combining social media and display window
Participating in popular events to promote your social media and shop as well.
Putting posters on display window to attract people to follow your social media accounts.
Using notes or boards to tell people the charity work and attract them to follow your social media account, making people feel their importance to help others.
https://www.facebook.com/example.charity