This marketing assignment looks specifically at the fashion retail giant Inditex, owner of Bershka worldwide. It examines in detail the company's highly efficient marketing channels. It looks also at Azadea, a franchisee of Bershka and analyses the corporate values it holds and as well as the Integrated Marketing communication tools it uses. Bershka as a setting for personal selling and consumer behaviour was also discussed thoroughly theoretically and as per the author's personal observation gained through work-experience.
"Salespeople must possess thorough knowledge of the products or services they sell to relate them readily and accurately to the wants and needs of customers. That is to know the benefits the product will bring to the customer and the problem it solves, not what it is made of. The concept of knowledge includes also the knowledge of the company’s own policies and procedures and effective communication of them so customers will be aware of their rights. For example, the exchange and refund policy at Bershka states that customers can exchange and refund the items purchased after presenting the purchase receipt within a period of one month during non-sale period and seven days during the sale period. In addition, since not all customers search for such announcements to read them, it is the cashiers’ duty to inform them about this policy in order to prevent future misunderstandings and dissatisfaction.
“A little knowledge that acts is worth more than much knowledge that is idle.” Gibran Khalil Gibran, The Prophet
Salespeople must wear full uniform, be presentable, and maintain a positive posture and eye contact, smile; have a good smell (perfume) with clean hair. On the other hand, they must not do the following: chew gum, cross hands, lean on tables or counters, shout, ignore the customer, or be ungroomed.
Furthermore, they must master the art of persuasion, practice negotiation skills so they can use the right arguments with customers to convince them to buy. In addition, this helps in handling objections and complaints or in better words remorse or areas of concern. To illustrate, some customers have rigid beliefs and may not accept new fashion trends even though they know that it is the tendency of the season. In this case, a successful salesperson will be able to sell this customer such garments with his unique way of talking. It is known that if you have a good offer and a good way of talking, then you can sell ice to Eskimos.
“The greatest difficulty lies not in persuading people to accept new ideas, but in persuading them abandon old ones.” John Maynard Keynes, 20th century economist
1.4 Bershka, a Fashionable Store
1.5 Stores, Windows, & Interiors
1.6 Departments of the Store
1.7 Woman, Man, and BSK
2. Bershka and the World
2.1 Marketing Channels: Delivering Customer Value
2.2 The Vertical Secret to Bershka’s Success
2.3 Bershka in Lebanon
2.4 Bershka Beirut Souks
3. The Sales Cycle
3.1 The IMC Perspective
3.2 Personal Selling at Bershka
3.3 Transactional versus Relationship Selling Model
3.4 Why Should Salespeople Be Trained?
3.5 Good Salespeople's Qualities
4. The Sales Process
4.1 The Sales Process in Fashion Retail
4.2 Communication With customers
4.3 Perspectives on Consumer Behaviour
4.4 Stages in the Consumer-Decision Making Process
4.5 Smart Marketing: Decision Neuroscience
4.6 How our brain works