MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction
MyMarketingLab with Pearson eText -- Access Card -- for Marketing: An Introduction
13th Edition
ISBN: 9780134132358
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 11, Problem 11.3DQ
Summary Introduction

To discuss: The three types of off-price retailers and differentiate off- price retailer from the discount stores.

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Off-price retailers are those who provide best quality of goods at low cost. They frequently sell off the season items, second-hand goods and so on.

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Netflorist’s transition to retailerAt recent forum at the Gordon Institute of Business and Science (GIBS) the Net florist storywas relayed by Ryan Batcher, MD and co-founder of Net florist. He also explained how theywent from being ignorant about all things to do with flowers (except for roses) to becoming theleading online florist retailer in South Africa.Net florist was launched in 1999 as a test case for an e-commerce company in South Africa,when online retail was still in the early stages of development. Bacher said they knew nothingabout flowers therefore there was very little initial focus on food fulfilment, strategy industry,market research and marketing, HR, technology, or the product. “As there is very littlecustomer loyalty online the only differentiator in our industry is product and service we haveto innovate he said since expanding our offering in true gifting confectionery and bakeryproducts and same day personalization of gifts, 60% of sales are from flowers and 40%…
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