Dick Smith - a Retailer Case Study

Pre- Purchase Stage

As a writer on mystery shopping, I've also got a chance to visit a store where I analyzed various factors applied by the organization to satisfy the customers. In order to share my views and recommendations, I've had to take a detailed insider's look. Here's what I found:

As per my task I had to visit any event or any organization so I decided to visit some company. Now the question was which organization I should visit. So I thought about my pending shopping if I need something than I strike I need a pouch for my mobile which can be fit on belt. And I can get this only at some mobile store or some electronic store. One of my friends once told me about a retail store named Dick Smith that it provides all the products related to electronics and handsets at a reasonable price. So I decided to visit Dick Smith

About the Organization:

As it was a mystery act to visit an organization so firstly I collected some information about the organization so that I can have an idea about their services. So following is the information I have collected about Dick Smith from internet and my colleagues.

Dick Smith is an electronics retailer founded in 1968 by Richard dick Smith. It provides following products:

Electronic kits, electronic components, alarm systems, landline and mobile telephones, electronic test equipment, tools, speakers, car audio, personal computers, books, antennas.

Its Headquarters is in Chullora, New South Wales, Australia. They have their branches in United States, New Zealand & India other than Australia.

Some of early days of Dick Smith:

The business started in 1968 in a small rented space below a car park in the Sydney suburb of Artarmon, New South Wales, with a total capital of only $610. In 1969 the business's success required it to move to bigger premises. After touring overseas electronic stores to study modern merchandising methods, Smith introduced self-serve shopping and produced a mail-order annual catalogue with a substantial data section. To ensure almost every electronic enthusiast in Australia had one of his catalogues, it was included free in the popular electronics magazines such as Electronics Australia and Electronics Today International.

My experience

How I prepared myself to visit Dick Smith store

Firstly I made my mind for which product I should go and look for so that I can be specific for the product, so I decided to go for MOSSIMO Sideways Pouch- med BK LM-7920. I need that also.

I heard a lot about their pricing as they sell on low prices than other stores. So I can say their Pricing Strategy must be wonderful which directly hit the customer to visit again now this time I wanted to see.

I know different market price of this product I was looking for now it was the time to compare.

In the morning I get ready and went to store. It's an attractive store with attractive yellow color which made me feel great to enter the store. Yes it is a fact looks of any store place an important place to impress and satisfy a customer. Before buying any product every customer firstly notice the looks of store they are shopping in. It means company has accurately applied the Another P of 8 P's that is Physical Environment. So I was impressed by the outlook of store.

Now it was the time to enter the store and to look for my product. Everything was beautifully arranged so that a customer can find the required product easily and do not get panic or feel messed up. I liked the way they had arranged the things along with TAGS.

There were many helpers were standing with their allotted section. They were nicely dressed and were talking very politely and were taking enquiries in a very professional way so I can say they have well trained their staff.

Now before moving for my product I looked around at other products also. I went to mobile section. There were all kind of mobiles and their accessories available with least prices