Central Theme Of For Alex And Ani, Omnichannel Consistenity

The Central Theme of my article is based off retailing. In the Article “For Alex and Ani, Omnichannel Consistency ‘Doesn’t mean Uniformity’” enlarges upon revenue for past years, different methods for success and expanding with speed and scale. Alex and Ani was a small jewelry start-up company founded in 2004. The company sells bracelets, rings, necklaces and other types of Jewelry. Alex and Ani was fortunate enough to expand achieve record breaking revenues in 2012. The company has great perks for their customers corresponding with direct methods for success. Alex and Ani has an online website that promotes and sells their products instead of dealing with face to face business with consumers 100% of the time. Alex and Ani has been expanding

Every Christmas, Valentines and birthday I buy her a new charm bracelet from Alex and Ani. Every charm bracelet I brought from Alex and Ani had significant meaning to the name and design of the bracelet. The Article corelates with Chapter 14 (Retailing) from the book (MKTG11)!

Alex and Ani is considered to be a specialty store. Its store is narrowed down to just jewelry instead of a store like Macy’s that has Jewelry, Shoes, Clothes, furniture, etc. The level of service is high, Level of Assortment is Narrow, Prices are medium to high and gross margin is high! Alex and Ani service is extraordinary as soon as you walk in the store, employees and ready to assist you with answers to all your questions. Sometimes employees even bring you

The retail mix consists of 6 p’s (Product, Place, Placement, Price, Presentation and Personnel) and out of the six, four are part of the marketing mix (Product, Place, Placement and Price). For a high-end company Gucci does a great job with using the 6 p’s. For instance, Gucci promotes products through exclusive fashion shows and by raising funds for charity organizations. Its unique type of runway shows presents a different type of fashion every season. Its prices “indicate a level of prestige and quality to the consumer”. Gucci’s presentations are meritorious and extraordinary! Example Gucci’s Fall 2018 collection runway presentation in Milan had a scenery of a “Dexter style surgical room”. Some of the models were carry around “a realistic version of their own heads and baby dragons”. Personally, the heads were extremely freaky, but I feel as though Gucci can get away with it because Gucci will always be Gucci!

Gucci’s Personnel is amazing! Customers are treated like a person with meaning (Celebrity) when entering a Gucci store. When was the last time you went into a store at the mall or shopping center and was asked a question like “Sir how ‘s your day going, and would you like a sandwich with a juice or water”? Gucci is the store that offer its consumers this type of customer service. People who have the type of funds to buy products at Gucci are intrigued to shop there because of its customer