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Flight Retail

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Submitted By a7anake
Words 835
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rom our local competitors, which sponsor few promotions. From the Perry Claw Rock Festival to The Llama races, The Boulder Stop will seek to create high-impact local events that create consumer recall and increase foot traffic.
Our prices are competitive, but we do not compete on price. We will not match prices; we will simply perform monthly competitive shopping trips to gauge the average prices for goods.
Our store and location give us a competitive advantage. The Boulder Stop is located within 1/4 mile of Smith Rock itself, and within walking distance of the park.
Our opportunities for differentiating on service are limited. Our part-time staff are experienced rock climbers, and are very knowledgeable about gear and the sport itself. Beyond this expertise, there's no reason for us to create special services when we can co-market climbing schools and services through store flyers and posters.

3.7.1 Product Marketing
As a reseller of name-brand products, we have very little control over how our customers view each individual product. We do, however, have control over the customer environment and the manner in which we display our products. From a standard retail standpoint, product marketing appears to be very simple - display the products in an aesthetically pleasing manner, and they will come. It is much more complicated for us. We have identified three types of customers, and each group has it's own buying pattern.
The hard-core climbers need a great selection of gear, and will be disappointed if they aren't offered a 'bargain bin' of last years' model gear. The hard-core gear shoppers will be separated from the curious by a low glass partition. This partition will serve both to absorb the noise of shoppers and eaters, and to separate and maintain the climbers' social order. We will host climber discussion groups, with free coffee on Friday. and

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