Currently Gander uses a wide variety of forms of marketing. They rely on local newspapers, radio advertisement, television commercials as well as online. By hitting all of these avenues they are most likely to hit the most amount of current and potential customers. They also cater to all market segments and target markets. However, these are general advertisements and not directed to specific customers as they do not keep records on customer purchase trends. As I recorded in the interview I conducted ,the current demographic which is strictly male and middle aged this shows that current marketing strategy is only having an effect on that market segment.
New Retail Strategy
Things that Gander could change would be to find out more about their customers. To do this they could hand out questionnaires. They could then determine what type of buyers the customers were for example impulse or planned buyers. They could also then determine product type likes such are brand name or off brand. They also could narrow down the
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Get to know their likes and how to work better together. One thing that works well for the competitors of Gander are specialty events. This could be things like demo days which allow customers to come try out items before they purchased. This could be things like bows, or tents or even certain fishing items. Another thing similar to the demo days are having a workshop. A workshop would allow the stores to promote products by hands on promotion. Hands on promotion for customers is a huge draw. It gives them a reason to come try the product. This is much like any gun store that allows you to handle the gun and see how it feels in your hand. Not only do you create a memory for the customer but you also create a relationship with the product. This is much like purchasing a vehicle. Not many people will purchase a car or truck without being able to test drive it in some