The Interior Market of Dehenhams in 2014 Essay Example | Topics and Well Written Essays - 2750 words

The Interior Market of Dehenhams in 2014 - Essay Example Some of the notable designers include Ted Baker, Jane Packer, Erickson Beamon, Janet Reger, Matthew Williamson and Ashley Thomas among others. Based on its high investment in British design for the last 20 years, Debenhams has benefited from a stable financial position that has assisted the company in expanding to other countries. This paper discusses the direction that Debenhams interiors market is heading for 2014 with reference to its customers, products, and the retailer. The consumer In efforts to increase its sales, Debenhams has embarked on increasing the number of customers who purchases its products. Debenhams customers are individual consumers who cut across the whole family regardless of gender, age, and social status as well as foreign customers. Its main business is in clothing though they have adopted various strategies in order to successfully tap footwear industry (Data monitor, 2011). Majority of the customers are women who spend few minutes to almost the whole day i n the stores. The time spent by the customers in the store varies from one store to another depending on their purchasing power. For example, most customers who visit White rose store are middle class earners and spend less time compared to the other store in the city center. They have customer who visit their store on weekly and monthly basis but on average a customer visits the store every quarter and spends about half a day in different sections shopping. More to that, the store boost itself based on increased number of online shoppers through its website as well as their iphone application for the smart phone users and a video facility that offer online display of products, well known designers interviews and photo shoots. (Data monitor, 2011). The company controls 17 percent market share in the clothing industry in United Kingdom. (Data Monitor, 2011). However, many customers visit the stores to compare prices and may end up visiting the store several times without making a pur chase and when they does it, most probably it will be an impulse buying of another product rather that what they needed in the first place. In UK, most shoppers have changed from using traditional shopping method to the internet based shopping. Debenhams has opted to use different channels to reach its target consumers; it has convectional stores as well as online kiosks (Neolane, 2013). It also allows its customers to order products that are not available on their shelves for the same day delivery. Clients adopt shopping methods that suits them. Debenhams customers who adopt new channels are frequent and valuable than then store shoppers (Data Monitor, 2011). Most customers are embracing these changes because online channels offer convenience and are slightly cheaper. This is especially so for Debenhams since most of their customers are women who are busy with family and tight working schedule. Customers are also given ample opportunities to compare the prices of the three products that include furniture, outdoor and lighting brands. In line with this, the company has enhanced its online shop, reduced the delivery period and increased its range of products.