allas this Summer, The weekly Newspaper for the Home Furnishing Network, March 27, 2000 p1Carving a New Niche, Do It Yourself Retailing, September 1999, p49Appendix ATo find a place in the market, Villager’s must focus on:Price – Most important to do-it-yourselfers satisfaction is a store’s ability to help them save money. Consumers will make direct price comparison with other price leaders in the market, such as nearby discount stores.Product selection – Home Depot’s other big strength has been its broad and deep selection throughout every core home improvement category. In Villager’s, it is trying to maintain a reputation for selection by branching into other related product categories, most are discount store items, which plays directly into home Depot’s strength as one of nation’s leading discount stores. This strategy also expands the store’s potential sales. Service – offering customer service may be the biggest challenge facing Villager’s. Customers have higher service expectations for neighborhood convenience stores.Convenience – as we seen, Villager’s merchandise suggest that it essentially offers a “trendy discount store hard lines selection.” By stripping away electronics and major appliances, the store may become a convenient alternative to discount store shopping.Appendix BCustomer Friendly Services include:Special Order Sales – more than 400,000 items availableFree Computer paint matching and mixingFree computer project design for decks, kitchens and storage buildingsWeekly how to clinicsProfessional installationDedicated commercial sales desk for commercial business customersDelivery service – 7 days a weekComplete credit services for homeowner and professional customerOne year guarantee on trees and shrubsNotes...
