Page 4: Place
The place element of the marketing mix involves making products available to the customer in the most convenient way. JD operates in:
- the high street
- out of town locations
- shopping centres
JD wants to make the shopping experience distinctive from that of its rivals. It does this by innovative displays and creative imagery to make the store experience fun and exciting. For example, the JD store in Cardiff won a UK Retail Interior Of The Year award for its design and ambience. This included a giant table-football fixture and light-boxes to display trainers.
The JD Property Committee meets regularly to look at the performance of all stores and consider new locations. This includes analysing sales performance and forecasting sales.
This type of data helps JD to assess where its outlets are giving the best return on investment. The right location can maximise sales, limit costs and therefore maximise profits. There are a range of factors that influence the choice of new store locations.
In addition to traditional forms of shopping, JD has also invested in e-commerce. JD recognises that with the increasing use of online shopping, consumers now expect very high standards of service and functionality from a web ordering site. In order to reach consumers in the best possible way, the company’s web designers constantly aim to improve the functionality of the site. It is now possible for consumers to buy products directly from the website.
In a mystery shopper survey of 49 major UK e-commerce sites in 2010, JD was the top all-round performer. It scored well for:
- quality of its customer service - particularly its clear delivery and returns information
- its checkout process - which is simple and easy to use
- its product pages - with photography that provides consumers with the most helpful views of products before they buy.