Background Lee Valley——a family-owned business which has been providing customers of woodworking and gardening tools since 1978.Their reputation is based on three principles: 1. Customer satisfaction: Any product may be returned within 3 months and no cost to the customer (for shipments within North America, they will refund your return parcel post costs). 2. Integrity: Product descriptions are matched with the product——even if the product is roughly made, they will give you accurate descriptions. 3. Treat the customer like a friend.
“About one third of their total sales volume is in products of their own design. The vast majority However, there is a decline of internet shopping between the ages 64-72, accounting to 56%, and 47% of online users between the age 73 and older.
Targeting
|Segment 1 |Segment 2 |Segment 3 |Segment 4 |Segment 5 |Segment 6 | |Order Frequency/year |≥2.5 |≥2.5 |＜2.5 |＜2.5 |＜2.5 |＜2.5 | |Demographic |35-55 years Married Homeowners High education High income |35-55 years Married Female Homeowners College education and lower Medium income |56-65 years Homeowners High education High income |56-65 years Married Homeowners College education and lower Medium income |66 years and up Homeowners High education High income |66 years and up Homeowners College education and lower Medium income | |Lifestyle |Environmental friendly |Family is the center of interest |Freedom and relaxation seeker |Living a simple and frugal life |Retired, enjoy life |Retired, living a peaceful and simple life | |Online shopping frequency |High |High |Medium |Medium |Medium |Low | |Behavioral |Early adopters Regular user |Early adopters Regular user |Early adopters Potential user |Late majority Potential user |Late majority Ex-user |Late majority Ex-user | |Geographic |Urban countries |Urban countries |Urban countries |Urban countries |Urban countries |Urban countries | | According to the data, different kinds of customer segmentations are considered as follows: In order to increase the total sales by 2.5% in the next
CONTENTS: CASE STUDIES CASE STUDY 1 Midsouth Chamber of Commerce (A): The Role of the Operating Manager in Information Systems CASE STUDY I-1 IMT Custom Machine Company, Inc.: Selection of an Information Technology Platform CASE STUDY I-2 VoIP2.biz, Inc.: Deciding on the Next Steps for a VoIP Supplier CASE STUDY I-3 The VoIP Adoption at Butler University CASE STUDY I-4 Supporting Mobile Health Clinics: The Children’s Health Fund of New York City CASE STUDY I-5…
