Answer to Question #345768 in Marketing for mack

Question

3. The sales of a large toy store chain, “Toys4All”, have been falling since the past 6 months. They have on-the-ground stores across major metros in India but no ecommerce presence. They now face competition, both from neighborhood stores as well as growing number of ecommerce stores. Their target customer base are parents with young children between the age of 3-12 years. They are technology savvy and enjoy choice with value for money. The company is hence finding it difficult to retain customers and build loyalty. The CMO (chief marketing officer) has kicked off a project and appointed you as a consultant to improve current on-the-ground experience and launch a new online experience that will enable ecommerce sales. a. You have been asked to help them better empathize and understand their customers. What are the deliverables you will produce to document this understanding? Describe the content and purpose of these deliverables with short examples