Appendix Contents 05 Appendix One: Focus Group Results 07 Appendix Two: Stage One Results 14 Appendix Three: Informal Conversation 15 Appendix Four: Tutorial Records 17 List of Images 18 List of Citations 19 Bibliography 21 Consent and Ethics Forms
03 Waterstones
Appendix 1: Focus Group Results Under 18 Male – U18M Under 18 Female – U18F 18-30 Male – 1830M 18-30 Female – 1830F 31-46 Male – 3146M 31-46 Female – 3146F 47-66 Male – 4766M 47-66 Female – 4766F Over 67 Male – O67M Over 67 Female – O67F WHAT QUALITIES DO YOU LOOK FOR IN A BRAND? 1830M The most important feature is reliability, I want to know that I am going to receive what it is I wanted from them. Then maybe reputation or style. U18M I prefer brands that allow you to have a bit more fun, and interact with you a bit more. O67F I believe in almost the opposite, I think the best brands are those with years of service behind them, a strong reputation and a willingness to help. O67M Service is definitely a strong quality in a brand. 3146F I like to think that I favour ethical brands too, I know not everyone is perfect but some kind of consideration for the environment does make me prefer some brands over others. O67F Yes, I wouldn’t necessarily say that was a key feature for me but ethics are important. 4766M I like brands that are practical, and do the job that they propose to do, they should be reliable and reputable. U18F I think I prefer modern brands that are interactive and up to date with technology. A bit more spontaneous and unique.
U18M: I’m not really sure that anything in particular draws me in, more just the products that they sell. U18F: The products are the main thing for me but I only tend to actually purchase if there’s an offer on, like student discount or something. 3146M: Discounts are a big draw, but also I like brands to have a good website that offers the same things as their stores. U18M: Definitely, if they’re going to have a website and app and everything then they should be the same O67F: I like stores that encourage you to be in them with cafes and seating areas, where you don’t feel uncomfortable to spend time in them O67M: I agree, quite often me and my wife will go into certain stores for their café facilities. 4766F: All of the above really, the best feature for a brand to have is a focus on their consumers, I like to feel that they value my custom, although they probably don’t! SO IN TERMS OF THESE ATTRIBUTES, WHERE DO YOU THINK WATERSTONES FITS WITH THEM? O67F: I think they’re reliable and they’re traditional, which I do like, but they’re expensive and the same products are available elsewhere at a lower price. I do like that they have started putting cafes in stores and some seating areas but I think they could definitely take it further. O67M: I would definitely be interested in going there for coffee, it could make for a really nice atmosphere. U18F: They’re a bit boring for me, they don’t really seem to change much or move forward, they’ve been the same for like forever. 18-30M: I do have to agree, their image hasn’t really altered much, but then I think in the book industry that might not necessarily be a bad thing.
SO, WHAT FEATURES OFFERED BY BRANDS THEN ATTRACT YOU INTO STORES?
31-46M: I quite like Waterstones as a brand, they’re reliable and you know that the service will always be up to scratch, they are expensive though
3146F Has to be loyalty schemes, Boots and Sainsbury's make it worth my while to shop there, I know loads of brands have them but they’re the best ones.
U18M: I wouldn’t even consider shopping there, it’s just ridiculously expensive. My mum does though, not sure what that says about them.
18-30F Yeah, I use my Boots one all the time and then save the points for something big like perfume.
4766F: They’re loyalty scheme is a bit useless, I don’t really feel I get anything from it! It seems like its just there for the sake of it.
05 Waterstones
Appendix 1: Focus Group Results O67F: I do agree actually, there seems little point in them having a scheme if it doesn’t contribute anything either for customers or for them. 3146F: I enjoy taking my children there, they have a great selection of books and are gradually starting to make you feel like you’re welcome to browse. I AM PROPOSING THAT WATERSTONES RECONSIDER WHERE IT IS THAT THEY SIT WITHIN THE MARKET. HOW WOULD YOU FEEL IF THEY BECAME MORE ASSOCIATED WITH LOCAL COMMUNITIES? 3146F: I think that’s a great idea, its becoming an increasingly important area for brands in my opinion and it’d nice to see companies doing things that aren’t necessarily for their own benefit. U18M: It doesn’t necessarily appeal to me directly, but it wouldn’t have a negative impact. U18F: I agree, I guess it wouldn’t be directed at me but actually I do think its important and things like fundraising and charity events can be fun things to be a part of. O67M: Definitely a positive direction for them to take. 1830M: I’m not sure what difference it would really make to them as a business, but I suppose it presents them in a positive light.
THE BRAND WILL ALSO LOOK TO ADJUST THEIR CURRENT SERVICE, OFFERING A PERSONAL RECOMMENDATIONS SERVICE, HOW DO YOU THINK THAT FITS WITH WATERSTONES AS A BRAND? 3146F: That’s a great idea, I suppose it’s almost what Amazon do when you buy from them but I think the experience in-store would be something completely different. It would definitely make me want to shop in there more. U18M: Again, I’m not sure it’s something really directed at me, if they show the recommendations online then I would probably use them, but I don’t really like getting assistance in shops. O67F: A great idea I think, certainly would prove more of a justification for their pricing and I think it would attract me to their stores, even if it was initially only to see how it was handled. O67M: Again, it simply seems a natural, but necessary extension from the service they already provide, I believe that their staff are some of the best regarded and so for them to provide a more structured recommendations service is a solid idea. 4766F: I agree, it’s definitely something that I would like as a customer.
4766F: It fits with their image as it is, I’ve noticed that they have local books and authors in their stores already so this just seems a natural progression from that.
06 Waterstones
Appendix 2: Stage 1 Results Do you prefer to shop in-store or online?
What do you read?
In-Store: 63%
Non-Fiction Books: 47%
Online: 21%
Non-Fiction E-Books: 13%
No Preference: 16%
Fiction Books: 82% Fiction E-Books: 24%
In-Store
Online
Newspapers: 54% Magazines: 73%
What do you look for in a retailer?
Academic Books: 18%
Customer Service: 62%
Academic Journals: 11%
Competitive Prices: 86.1% Stylish Website: 12.7% Easy to Use Website: 41.8% Interactive Social Media: 6.3% Product Choice: 53.2% Stand Out Retail Space: 26.6%
Does interacting with a brand via social media mean you’re more likely to purchase from them? Yes: 24.8% No: 65.4% Don’t Know: 9.8% What do you dislike most about shopping in-store? Lack of Choice: 24.3%
Yes
No
Queuing: 45.9% Bad Customer Service: 54.1%
When do you read?
Just Easier Online: 16.2%
Popular Responses:
Other: Too Busy, Easier to Navigate Online
Holidays Term Time
Easier Online
Bad Customer Service
Lack of Choice
Evenings On my Commute (These responses helped to form my consumer segmentation for Waterstones)
Queuing
07 Waterstones
Appendix 2: Stage 1 Results What is your opinion of Amazon?
QUESTIONNAIRE
Key Phrases: Easy, Cheaper, Second Hand, Reliable, Variety, Service, Kindle, Customer Reviews, Saves my Details, Free Delivery
Under 18 – Male
Approximately 18% Would Not Shop There Prefer to Shop In-Store Don’t Use a P.C. Don’t Like the Company Majority of responses to Amazon were positive, indicating that their range of products and free delivery were the main reasons for consumers to shop there. The recent scandals for the company do not appear to have had much effect on consumers, with only 3 mentioning them, however others simply stated that they did not like the brand. It is the consensus that Amazon provides consumers with a cheaper and easier option than many stores. Finally a number of consumers stated that they shopped there because they had bought, or been bought, a Kindle.
1. What is your opinion of Waterstones? It definitely needs to modernise a bit but I think people still like to shop there. 2. What improvements do you think should be made to Waterstones? They should try more to target a younger audience, maybe get a celebrity involved or something. 3. What is your favourite retail store and why? I like the gadget shop, just because you get to have a play with everything! 4. What is your favourite website and why? Apple’s website has a good design and good online assistance which I like. 5. What is your opinion of e-books? Do you own one? Would you? Erm, sometimes I read them on my IPad.
What is your opinion of Waterstones?
Under 18 – Male
Key Phrases: Expensive, Better Choice Needed, More Magazines, Like, Fine, Specialist, Knowledgeable Staff, Rarely, Variety, Reliable, Reputable, Café, Customer Service, Leading, Dated, Points Card
1. What is your opinion of Waterstones?
2. What improvements do you think should be made to Waterstones?
“Sophisticated Version of WHSmith”
Definitely need a more inspiring website and their stores should be redesigned to just be more interesting really.
“Old School, the Best”
3. What is your favourite retail store and why?
“Just Get Things Cheap From Other Places”
I do most of my shopping online to be honest
“Like to Browse but Prefer to Get Books From Library or Friends – No Charge That Way”
3.1 How could brands attract you to stores?
All consumers questioned had heard of Waterstones and a number respected them as a specialist, reputable bookstore. However, for many consumers they are considered an expensive option, whilst many choose to browse in Waterstones stores, they then purchase online or second hand from charity stores. This is particularly apparent in Academic readers and some Avid readers who cannot afford to always buy new. Many customers suggested that the brand should offer more promotions, whereas others believed that the brand needs more of a complete overhaul and rebrand. The strength for Waterstones lies in their customer service and knowledgeable staff, something noticed by a large proportion of those who shop there.
Just outdated really!
Maybe more interactivity, be a bit more hands on. 4. What is your favourite website and why? I use YouTube all the time to watch other people’s videos but I don’t really upload anything myself. I buy all my clothes from places like All Saints and Jack Wills. 5. What is your opinion of e-books? Do you own one? Would you? I think they’re good if you read a lot but I don’t so wouldn’t get an e-reader or anything.
08 Waterstones
Appendix 2: Stage 1 Results Under 18 – Female
18-30 – Male
1. What is your opinion of Waterstones?
1. What is your opinion of Waterstones?
Wouldn’t really say it appeals to young people, like, I know my Nan shops there but I’d rather just go online.
Too expensive for titles that aren’t new 2. What improvements do you think should be made to Waterstones?
2. What improvements do you think should be made to Waterstones?
They need second hand – that’s why I’d always use Amazon.
Eurgh, definitely the website, it’s really boring and nothing compared to Amazon!
3. What is your favourite retail store and why?
3. What is your favourite retail store and why? Pandora, it’s so pretty and the staff are helpful and serve you personally. Also, when it’s busy they always organise the queue. 4. What is your favourite website and why? I love ASOS, I get all my clothes from there and they have free shipping – but I also like their blogs and marketplace. 5. What is your opinion of e-books? Do you own one? Would you? No, I don’t have one, they’re a bit expensive, but sometimes I download books onto my phone.
River Island – I just like the clothes, not bothered about staff or anything like that. 4. What is your favourite website and why? I go on YouTube every time I go online, I like that I can choose who I follow and can communicate with people who have similar interests. 5. What is your opinion of e-books? Do you own one? Would you? No, I don’t do a lot of reading but when I do it’s normally uni books from the library or second hand stuff off Amazon. An e-reader isn’t really much use to me. 18-30 – Male
Under 18 – Female
1. What is your opinion of Waterstones?
1. What is your opinion of Waterstones?
Probably wouldn’t ever go there to be honest as don’t tend to buy hard copies of books.
I really like the idea of a bookshop but I don’t shop at Waterstones because it is cheaper online, sometimes I go in to get ideas of things to buy though.
2. What improvements do you think should be made to Waterstones?
2. What improvements do you think should be made to Waterstones?
Downloadable books in store, or something like that would be pretty cool.
They need more competitive prices, maybe they could offer second hand books or something?
3. What is your favourite retail store and why?
3. What is your favourite retail store and why? I love All Saints! It’s really different and the stores always match the styles of the clothes – they stand out from other places.
Has to be Apple stores, they have a cool design, helpful staff and you can have a go with everything without feeling that they want you to leave. 4. What is your favourite website and why?
4. What is your favourite website and why?
Not sure really, but I tend to like sites that are easy to use and you can get loads of different things at once.
Pinterest is my new addiction! I made my own wish list to send to my mum for Christmas!
5. What is your opinion of e-books? Do you own one? Would you?
5. What is your opinion of e-books? Do you own one? Would you?
I’d read them on my IPad or phone or something, but I’m not sure how much they’ll catch on really.
I normally buy fashion and style books so they wouldn’t really be the same on an e-reader.
09 Waterstones
Appendix 2: Stage 1 Results 18-30 – Female 1. What is your opinion of Waterstones? I like them as a brand and their 3 for 2 offers are good but online is taking over really and I think they’re getting left behind a bit. 2. What improvements do you think should be made to Waterstones? There’s nothing to attract you into going into their store over buying online. 3. What is your favourite retail store and why? Jack Wills is good in terms of decoration and style but sometimes I’m a bit of a granny and I like the café in M&S. 4. What is your favourite website and why? Stylist Pick is really interesting, you have your own showrooms based on questionnaire results – but then you can look at all the other products as well if you want. 5. What is your opinion of e-books? Do you own one? Would you? I do have a Kindle but I don’t use it very often. Prefer browsing in proper book shops and then you get offers like the 3 for 2. E-books aren’t really that much cheaper.
I have a little book club with my friends so we normally get the books online as they tend to be cheaper. I would think about an e-reader but I’m not sure I’d use it enough. 31-46 – Male 1. What is your opinion of Waterstones? Well established company who are reliable but they can be a more expensive choice. 2. What improvements do you think should be made to Waterstones? They need to maintain as wider selection as possible to compete with online retailers. 3. What is your favourite retail store and why? Argos – they do all of the work for you really, perfect man’s shop! 4. What is your favourite website and why? Play.com is free shipping which is a big appeal. 5. What is your opinion of e-books? Do you own one? Would you? Don’t have one and don’t think I’d get them either. 31-46 – Male 1. What is your opinion of Waterstones?
1. What is your opinion of Waterstones?
They have a good selection of books but I don’t think they are very forward thinking so I don’t know how much longer they’ll last.
It feels very traditional and heritage but they’re definitely expensive compared to online.
2. What improvements do you think should be made to Waterstones?
2. What improvements do you think should be made to Waterstones?
Show progression into the future by focussing on ereaders and e-books and online sales.
Online book clubs or recommended reading so you have an idea of what to buy next.
3. What is your favourite retail store and why?
18-30 – Female
3. What is your favourite retail store and why?
Wouldn’t really say that I have one! Not a huge fan of shopping at all, I usually try to get someone else to do it for me.
I really like Ted Baker ‘cos their window displays are always amusing and they have a nice style in everything.
4. What is your favourite website and why?
4. What is your favourite website and why? Has to be Twitter, I’m really nosey so it’s good to see what celebrities are up to, and brands I like too. 5. What is your opinion of e-books? Do you own one? Would you?
Ebay, good to get second hand items and they seem to have solid guidelines for if anything goes wrong, good customer service I guess really. 5. What is your opinion of e-books? Do you own one? Would you? I think that they’re just the inevitable future, I don’t have one at the moment though.
10 Waterstones
Appendix 2: Stage 1 Results 31-46 – Female
47-66 – Male
1. What is your opinion of Waterstones?
1. What is your opinion of Waterstones?
I like the brand and how the large stores are welcoming with seating areas.
I think it’s hard for them to compete now as stores are limited with stock and prices are seemingly higher.
2. What improvements do you think should be made to Waterstones?
2. What improvements do you think should be made to Waterstones?
They should enhance the seating areas by making little hidden corners.
Better website to compete with Amazon. 3. What is your favourite retail store and why?
3. What is your favourite retail store and why?
Anywhere that’s easy to find what you want.
The Waterstones in Nottingham is really good, lots of choice and areas to chill, but you also don’t feel pressured by the staff like in some stores but you know they’ll help if you need it.
4. What is your favourite website and why?
4. What is your favourite website and why?
5. What is your opinion of e-books? Do you own one? Would you?
John Lewis, it’s simple, easy to use and easy to find specific items using categories and refinements. 5. What is your opinion of e-books? Do you own one? Would you? I do have an e-reader, it makes my commute to work so much easier. 31-46 – Female
Amazon – everything is in one place, there’s free shipping and recommendations.
I listen to audio books on my way to work but that’s about all the ‘reading’ I do. 47-66 – Male 1. What is your opinion of Waterstones? A solid high street store but they are sometimes expensive.
1. What is your opinion of Waterstones?
2. What improvements do you think should be made to Waterstones?
They use great staff who are always helpful – I like that each store has its own selection of local books chosen by the staff.
They need cheaper options for people like second hand products.
2. What improvements do you think should be made to Waterstones? I would be interested in going to more book signings or workshops on writing or something of that nature. 3. What is your favourite retail store and why? I don’t really know, sorry. I tend to shop in places like Monsoon and Next. 4. What is your favourite website and why? I generally prefer to shop in-stores as I like the customer service you get there.
3. What is your favourite retail store and why? I wouldn’t really say I have one, tend to just go wherever I need. 4. What is your favourite website and why? I use e-buyer because they have good customer service and have always been reliable. 5. What is your opinion of e-books? Do you own one? Would you? I think they’ll have to bring the prices down rather a lot before they become really popular or before I would consider getting them.
5. What is your opinion of e-books? Do you own one? Would you? I like the idea of reading a proper book at the moment too much to consider them.
11 Waterstones
Appendix 2: Stage 1 Results 47-66 – Female
67+ – Male
1. What is your opinion of Waterstones?
1. What is your opinion of Waterstones?
They have good customer service and a wide selection, particularly in their bigger stores.
A nice store but for the amount we read it’s too expensive to always buy from there.
2. What improvements do you think should be made to Waterstones?
2. What improvements do you think should be made to Waterstones?
They could do with ways of having a wider selection of products available.
A borrowing service would be great!
3. What is your favourite retail store and why? I like Boots because they have lots of choice and the staff are always willing to help. I use the advantage card too, it’s the one most worthwhile having.
3. What is your favourite retail store and why? Marks and Spencer as we can get all we need from there, including food, and have a cup of tea! 4. What is your favourite website and why?
4. What is your favourite website and why?
I don’t go online at all but I think that a website that is easy to use is most important to people my age.
Littlewoods, the catalogue style is really easy to navigate.
5. What is your opinion of e-books? Do you own one? Would you?
5. What is your opinion of e-books? Do you own one? Would you?
I have no interest in e-books. Me and my wife are members of our local library and get most of our books from there.
I’m getting an e-reader for Christmas – I think it’ll be good for going on holiday as it’ll save weight! But I also often get given paperbacks by friends. 47-66 – Female 1. What is your opinion of Waterstones? I always go there for holiday reading and I do have one of their loyalty cards but not sure I’ve ever used it.
67+ – Male 1. What is your opinion of Waterstones? One of my favourite places on the high street – there is never any pressure to speed up your visit or feel forced to purchase. 2. What improvements do you think should be made to Waterstones?
2. What improvements do you think should be made to Waterstones?
If they had a café I would spend even more time there.
They could have a better loyalty scheme where you feel like you’re actually gaining something, maybe like the one at Boots.
3. What is your favourite retail store and why?
3. What is your favourite retail store and why? John Lewis, last time I went the assistant was really helpful. They didn’t have a jumper I wanted in my size so she order me one from her IPad and it got delivered the next day! 4. What is your favourite website and why? I’ve used Monsoon before because you can collect instore to save shipping costs and my daughter just downloaded the rewards tracker for me too. 5. What is your opinion of e-books? Do you own one? Would you?
I like shops where you aren't pressured or bugged by staff. 4. What is your favourite website and why? I don’t really buy things online but I use Facebook to keep in touch with my Grandchildren. 5. What is your opinion of e-books? Do you own one? Would you? No, I think people will always prefer proper books.
12 Waterstones
No, I only really read on holiday and usually just get 3 for 2 books from Waterstones and don’t know if they do that with e-books.
Appendix 2: Stage 1 Results 67+ – Female
67+ – Female
1. What is your opinion of Waterstones?
1. What is your opinion of Waterstones?
I always buy my books from there, they have a good reputation and great staff.
They have great staff who are always knowledgeable.
2. What improvements do you think should be made to Waterstones?
2. What improvements do you think should be made to Waterstones?
I think they’re great as they are now.
Definitely a café – maybe some kind of assistance for help with my Kindle.
3. What is your favourite retail store and why?
3. What is your favourite retail store and why?
I actually like Waterstones as a store.
I do like Marks and Spencer’s café, although it’s always busy, they do nice coffee and have lots of food.
4. What is your favourite website and why? I don’t use the internet much but I think as long as it’s easy to use then I could use any website.
4. What is your favourite website and why?
4.1 Does the design or style interest you?
I’ve used Amazon before and think it’s easy to find what you’re looking for.
No not really, as long as it doesn’t effect the ease of use.
5. What is your opinion of e-books? Do you own one? Would you?
5. What is your opinion of e-books? Do you own one? Would you?
I do have an e-reader that my daughter bought me as a present but I find it a bit hard to use sometimes so I often still end up buying paperbacks.
I do a lot of reading but I don’t have one of those Kindles yet, I think I like holding a real book and folding the pages down.
5.1 Would you have preferred to buy the e-reader in a store so you could receive help, they are now available at Waterstones? Yes definitely, I didn’t even know Waterstones sold them!
13 Waterstones
Appendix 3: Informal Conversation INFORMAL CONVERSATION WITH EX-WATERSTONES EMPLOYEE (NOT NAMED) DATE: 6TH APRIL 2013
From an informal conversation with an exWaterstones employee it became evident of the importance of James Daunt’s influence over the future of the brand. Upon his employment he began adjusting the number of price promotions offered by the brand, it would therefore be inappropriate to suggest that the brand returns to their past of offering continuous 3 for 2 offers. At present there are some promotions and so the brand may be open to retaining a certain level of offers, however not continuously. It was also advised that I consider the impact that James Daunt running his own smaller, independent shops, would have on his running a large chain of high street bookstores, would each store become more independent?
It was also from this conversation that it become clear that it is necessary to assess the atmosphere and layout in stores. Beginnings have been made to make the stores more welcoming to consumers, with some seating areas added and cafes incorporated into larger stores, however it was suggested that it is considered how this can be taken further. In addition, it was on the suggestion of this conversation that it is considered how books are displayed in stores. Why are books shown spine outwards, when publishers spend so much money on creating front covers? How often does looking at the cover of a book encourage you to purchase it?
14 Waterstones
Appendix 4: Tutorial Records Date: 20th February Work to Bring/Prepare: Any ideas for Stage Two Learning Issues to Discuss: How to get started with the next stage, look at previous examples of work, and discuss the necessary content for this stage Feedback: In previous years there has been a lack of branding and commercial awareness so need to consider finance, must decide which models are relevant and use the brand vision to outline a suitable strategy Tasks for Next Session: Decide on the key business issue found in the first stage, clarify the objectives for Stage Two and think about the potential timings for this stage Indication of Progress: 1/5 Date: 27th February Work to Bring/Prepare: Think of the key business issue, clarify the objectives and consider a time plan for the project Learning Issues to Discuss: The work that has been pre-prepared in order to find the direction of the project Feedback: Need to establish a key direction for the brand/project, investigate ‘polyvore’ and their community feel, find strategic points of growth, use consumer group to find target market for concept Tasks for Next Session: Think about structure, put primary research methods in place Indication of Progress: 1/5 Date: 6th March Feedback from Stage 1 Date: 13th March Work to Bring/Prepare: Consider and read fully the feedback given on Stage 1, have made a start on Stage Two Learning Issues to Discuss: Brand strategy – where we are now, where we want to be and how will we get there Feedback: Really need to decide and focus on the key benefit of Waterstones over competitors, positioning statement will provide a key thread throughout the project Tasks for Next Session: Chapter planning, any questions for personal tutorial Indication of Progress: 1/5 Date: 20th March Work to Bring/Prepare: Work so far from Stage Two and any questions or issues that have arisen within the project Learning Issues to Discuss: General surrounding the project Feedback: Need to evaluate the key issues – decline of the high street and e-books are macro issues, what is the issue for Waterstones themselves. The positioning should then come from this issue Tasks for Next Session: Get started! Next session will be looking at the project objectives, so should have some work prepared in order to assess whether it is meeting these objectives Indication of Progress: 2/5 Date: 8th April Work to Bring/Prepare: Any questions, work produced so far in the project Learning Issues to Discuss: Learning objectives for Stage Two Feedback: Details given about how to meet the seven learning objectives, need to consider how to make the project different or stand-out Tasks for Next Session: Prepare any work to bring for individual tutorial Indication of Progress: 3/5
15 Waterstones
Appendix 11: Tutorial Records Date: 15th April Work to Bring/Prepare: Bring any work to be looked at, any issues or questions Learning Issues to Discuss: Project issues/direction Feedback: Need to re-word/edit the positioning statement as it’s rather cheesy! Also check whether all sections written are making sense and consider the importance of cafes, maybe add in another section Tasks for Next Session: Crack on! Indication of Progress: 3/5 Date: 22nd April Work to Bring/Prepare: Any examples of costing we need help with Learning Issues to Discuss: Finance help – how much do certain strategies cost? Feedback: Need to consider separate aims for the communication strategy and analyse why certain promotional methods were chosen. Advice given on the potential costs of different marketing activities Tasks for Next Session: Try and work through as much of the project as possible as next week could be the last tutorial Indication of Progress: 4/5 Date: 29th April Work to Bring/Prepare: Anything that help is needed on Learning Issues to Discuss: Profit and loss found online need help understanding, final issues with the report/presentation Feedback: The numbers are overly complicated to try and explain why Waterstones are making a loss, so should include their p and l to show their current position but show commercial awareness by using the marketing budget and indicating how this will effect sales Tasks for Next Session: Presentations next week Indication of Progress: 4/5
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List of Images Fig 1: Perceptual Map – Price vs Range. Own Image. Fig 2: Perceptual Map – Online Presence vs High Street Presence. Own Image Fig 3: Current Consumer Segmentation. Own Image Fig 4: Branding Qualities Chart. Own Image Fig 5: Perceptual Map – Level of Service vs Multi-Channel Retailing. Own Image Fig 6: Perceptual Map – Price vs Community Consideration. Own Image Fig 7: Over 47 Consumer. Own Image Fig 8: Mums Consumer. Own Image Fig 9: Consumer Segmentation Graph. Own Image Fig 10: Polyvore Homepage. Available at: http://www.polyvore.com Fig 11: Polyvore Case Study. Own Image Fig 12: Starbucks Case Study. Own Image Fig 13: Kindle Fire at Waterstones. Available at: http://www.retail-week.com/home/entertainment/waterstones/inpictures-waterstones-launches-kindle-advertising/5042201.article Fig 14: Live Help Added to Waterstones.com. Own Image Fig 15: Live Help on Waterstones.com. Own Image Fig 16. Waterstones Re-Imagined by Salt and Pegram. Available at: http://www.saltandpegram.com/ourwork_16180107-22417.html Fig 17. Waterstones Re-Imagined by Salt and Pegram. Available at: http://www.saltandpegram.com/ourwork_16180107-22417.html Fig 18. Waterstones Re-Imagined by Salt and Pegram. Available at: http://www.saltandpegram.com/ourwork_16180107-22417.html Fig 19: Waterstones.com Redesigned. Own Image Fig 20: Waterstones.com Redesigned. Own Image Fig 21. Waterstones Marketplace incorporated on Waterstones.com. Own Image Fig 22: Mobile Application Additions. Own Image Fig 23: Mobile Application Additions. Own Image Fig 24: Waterstones 3 for 2 Offer. Available at: http://www.thepaularthursite.com/?tag=waterstones Fig 25: Types of Media and their Roles. Own Image Fig 26: Waterstones Logo. Available at: http://www.logodesignlove.com/waterstones-logodsdcS Fig 27: Social Media Use by Age. Available at: http://searchengineland.com/a-portrait-of-who-uses-social-networks-inthe-u-s-and-how-social-media-affects-our-lives-81653 Fig 28: Campaign Moodboard. Own Image
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List of Citations CURRENT POSITIONING (Wachman, R, Lea, R and Bowers, S, 2011, Online) (Wachman, R, Lea, R and Bowers, S, 2011, Online) (Portas, M, 2012, Online). STRATEGY OBJECTIVES (Waterstones, No Date, Online). (Waterstones, No Date, Online). (I Spy, No Date, Online). (The Booksellers Association, 2011, Online). POSITIONING (Waterstones, No Date, Online) COMMUNITY BRANDS (Morrisey, B, 2008, Online) (Morrisey, B, 2008, Online) (Cooper, L, 2010, Online) (Cooper, L, 2010, Online) (Starbucks, No date, Online) (Eleftheriou-Smith, L, M, 2012, Online) MARKETING STRATEGY (Owen, L, 2010, Online) (Jones, P, 2012, Online) (Owen, L, 2012, Online) (McDonalds, 2008, Online) (Parkin, G, 2009, P103) (Parkin, G, 2009, P103) (Parkin, G, 2009, P104) (Manthan Systems, 2011, Online) (Jones, P, 2009, Online) (Amazon, 2013, Online) COMMUNICATION (RichRelevance, 2012, Online) (Neolane, 2012, Online)
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Bibliography BOOKS Gamans Poloian, L, 2009. Multi-Channel Retailing. 1st ed. Fairchild Books: New York Haddad, A, 2000. Using Smart Cards to Gain Market Share. 1st ed. Gower Publishing Limited: Hampshire Hooley, G, Piercy, N, F and Nicouland, B, 2012. Marketing Strategy and Competitive Positioning. 5th ed. Pearson Education Limited: Essex Parkin, G, 2009. Digimarketing: Strategies for Online Success. 1st ed. New Holland Publishers: London Raymond, M, 2003. The Tomorrow People: Future Consumers and How to Read Them Today. 1st ed. Pearson Education Ltd: Edinburgh Ries, A and Trout, J, 2001. Positioning: How to Be Seen and Heard in the Overcrowded Marketplace. 1st ed. McGraw Hill: USA Thompson, H, 2000. The Customer Centred Enterprise. 1st ed. McGraw Hill: USA
REPORTS McDonalds, 2008. Stock Control at McDonalds. McDonalds. Available at: http://www.mcdonalds.co.uk/content/dam/McDonaldsUK/People/Schools-and-students/mcd_stock_control.pdf [Accessed: 03/04/13] The Booksellers Association, 2011. The Proposed Acquisition of The Book Depository by Amazon [online] The Booksellers Association [Accessed: 08/03/13]
ONLINE ARTICLES Cooper, L, 2010. Five Strategies for a Successful Global Brand [online] Marketing Week. Available at: http://www.marketingweek.co.uk/five-strategies-for-a-succssful-global-brand/3015220.article [Accessed: 27/03/13] Eleftheriou-Smith, L, M, 2012. Britvic and PepsiCo Brands Unite to Support Community Projects [online] Marketing Magazine. Available at: http://www.marketingmagazine.co.uk/news/1111740/britvic-pepsico-brands-unite-supportcommunity-projects/ [Accessed: 27/03/13] Jones, P, 2009. Waterstones Rolls Out Second Hand Bookstore [online] The Bookseller. Available at: http://www.thebookseller.com/news/waterstones-rolls-out-secondhand-bookstore.html [Accessed 07/04/13] Jones, P, 2012. Daunt: Waterstones Customers ‘Want Kindle’ [online] The Bookseller. Available at: http://www.thebookseller.com/news/waterstones-customers-want-Kindle.html [Accessed: 05/03/13] Morrisey, B, 2008. These Brands Build Community [online] Adweek. Available at: http://www.adweek.com/news/technology/these-brands-build-community-95751 [Accessed: 27/03/13] Owen, L, 2012. What Will the Global E-Book Market Look Like by 2016 [online] Paid Content. Available at: http://paidcontent.org/2012/06/12/what-will-the-global-e-book-market-look-like-by-2016/ [Accessed: 03/01/13] Portas, M, 2012. Shop! Mary Portas at Waterstones [online] The Telegraph. Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9149415/Shop-Mary-Portas-at-Waterstones.html [Accessed: 12/01/13] RichRelevance, 2012. John Lewis Unveils Personalisation Strategy with RichRelevance [online] RichRelevance. Available at: http://www.richrelevance.com/blog/2012/02/john-lewis-unveils-new-personalisation-strategy-withrichrelevance/ [Accessed: 24/04/13] Wachman, R, Lea, R and Bowers, S, 2011. HMV Sell Waterstones to Russion Billionnaire for £53m [online] The Guardian. Available at: http://www.guardian.co.uk/business/2011/may/20/hmv-sells-waterstones-russian-billionaire [Accessed: 12/01/13]
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Bibliography OTHER ONLINE SOURCES Amazon, 2013. Help: Seller Fees [online] Amazon. Available at: http://www.amazon.co.uk/gp/help/customer/display.html?nodeId=3149301 [Accessed: 13/04/13] I Spy, No Date. Waterstone’s Success Story [online] I Spy. Available at: http://www.ispymarketing.com/casestudy_waterstone.asp [Accessed: 16/12/12] Neolane, 2012. Personalised Digital Marketing: What Really Works According to European Marketers? [online] Neolane. Available at: http://ncs.neolane.net/webApp/_2012_12_Quizz_Interaction_EN_Information?_uuid=429cc1a5ea74-46d0-a5e6-b304f7dc83f6&_preview=true&_lastModified=2012-1213%2011:21:44.286Z&lang=#.UTYbTTIwd8F [Accessed: 24/04/13] Starbucks, No Date. Community [online] Starbucks. Available at: http://www.starbucks.co.uk/responsibility/community [Accessed: 27/03/13] Waterstones, No Date. About Waterstones [online] Waterstones. Available at: http://www.waterstones.com/waterstonesweb/pages/about-waterstones/100000002/ [Accessed: 05/11/12]
VIDEOS Manthan Systems, 2011. 5 Steps to Improve Your Multichannel Operations. Youtube. Available at: http://www.youtube.com/watch?v=bXgAXM1jNkk [Accessed 05/03/13]
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