Are the Research Data Reported in This Case Good And/or Had for online Retailers?

7. Are the research data reported in this case good and/or had for online retailers? Explain your answer. As an airport retailer, what could you learn from this case? How should you adapt to this information?

The information provided in the case is pretty good for Online retailers and they can get following insights from the cases that the value proposition of most of the Online retailers is being convenient, comparable and lowest price shopping. The case clearly identifies today's customer as Post Recession survivor with attribute like being Hyperinformed and Price-savvy. These characteristics go hand in hand with the value proposition of Online Retailers.

The Market and Economy outlook is positive and hence, there is high possibility of increase in the Purchasing capacity of the customers of Online Retailers. In addition to this, the list of things considered expendable is getting shortened year on year basis, thus providing an opportunity to the online retailers to enlarge their service assortments.

Besides that, exposure and Penetration of Internet & Smartphones will fuel the growth of online retailers. On analyzing the customer preferences from the case, we can say that customers like to shop more often, use coupons more often and do comparative shopping, and Online retailer is the very platforms providing these value proposition. In other words, the customer preferences are aligned with online retailers. Then customer prefer not to physically visit stores and rather prefer availing more product assortments at the fingertip. This provides a positive outlook for Online retailers.

An Airport retailer can learn the listed insights and correspondingly carry out said activities the list of Expendables are shortening year on year basis. Thus, an airport retailer should repeatedly conduct marketing activities in order to expose customers with their service offering and thus generate a need for their products.

From this case, we learn also the customers are price conscious, thus the pricing strategy should be as attractive as possible. Technology exposure of the customers has risen to a great proportion and hence, Airport report should utilize appropriate technology to complement the selling and marketing efforts and thus reduce the purchase efforts of the customers.

Other than that, we know that the stores should be located in the proximity of waiting area, or check in area as customers nowadays gives higher preference to convenience and proximity. Customers have a great affinity towards Vacation and hence, the product assortments should be selected in such a way that the customer finds it synergies to their vacation plans.

Gourmet foods and Fine dining are still one of the preferred activities of the customer and hence, the retailers should make relevant changes in the shopping environment provided at their stores. Customers have a great affinity towards membership programs and Loyalty programs. Thus, Airport retailers should implement such programs at their stores.