Segment the marketplace

1. Why might an organization use mystery shoppers? How would you plan a mystery shopping campaign and what would it entail?

2. Is online retailing the future of shopping?

1. What part does Primark stores’ décor and point of sale play in their strategy?

2. How have Primark benefited from long-term changes in consumer trends?

3. Primark, according to the case study, ‘transcends socio demographics’. In what other ways might they segment the marketplace?

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