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BHS Reccomendations

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by

Lulu Berhe

on 30 October 2015

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Transcript of BHS Reccomendations

Agenda
British Home Stores
BHS
References
Summary of Research
Recommendations
By Lulu, Caroline, Mertkan, Desiree, Richard
Customer service management and handling
Customer Relationship Management
Brand management
Customer Care

& Complaint managment
No customer interaction
Complaints are handled slowly and inefficiently
Orders not delivered on time

Service
Staff training and customer service efforts are poor.
BHS Timeline


Research summary


Organizational issues within BHS


Recommendations for BHS and how they can be implemented
Customer service problems

Negative customer reviews

High price, low quality

Unclear target audience

Large portfolio of products and brands

Excess sale promotions

2000
Sir Philip Green
bought BHS for £200m
2007
BHS
moved online

2008
Profits plunge
by 34%
2009
BHS subsumed
BHS into
Arcadia Group
2009
BHS joined
Facebook



2011
BHS
joined Twitter




2014
BHS made
a loss of £21m
Jan 2015
Arcadia
confirmed that
Sir Philip Green
is putting BHS
up for sale

BHS sell a vast selection of products

BHS participate in year round sales

BHS's branding does not attract a younger target market

BHS do not sell desirable brands

Inconsistent Branding
Customer experience
2009
BHS introduced
food and beauty
into their product
portfolio
Jan 2015
negative
press about customer
experiences
Thank you for listening!
“On line returns policy and service is a disgrace. Never again. “


“The only High Street store not to have any kind of efficient returns service - I rather think BHS will not remain a contender in the marketplace for much longer without an immediate and drastic change in policy.”



"Horrible customer service"
http://www.marketingmagazine.co.uk/article/1330771/sir-philip-green-puts-struggling-bhs-sale

http://www.birminghammail.co.uk/whats-on/food-drink-news/bhs-cafe-new-street---8479073

https://www.trustpilot.co.uk/review/www.bhs.co.uk?page=3

http://www.marketingmagazine.co.uk/article/1107635/brand-health-check-bhs

Wang, Y. and Feng, H. (2012). Customer relationship management capabilities. Management Decision, 50(1), pp.115-129

Eren Erdogmus, I., Bodur,M.and Yilmaz, C. (2010). International strategies of emerging market firms. European Journal of Marketing, 44(9/10), pp.1410-1436

1931
BHS listed
on stock exchange
Customer relationship management
Negative online complaints & feedback
Brand Strategy Management
Customer Relationship Management
Customer interaction management

Customer win-back capability



Brand Strategy Management
Brand positioning and core values

Visible brand elements

Brand peripherals



Streamline product portfolio

Restrict sales to January and August

Cut unpopular brands ie. Dorothy Perkins and Evans and introduce new and fashionable brands

Consistent Branding throughout stores
Courier service needs to be changed

Staff training

Stronger social media presence

Data and feedback evaluation
Full transcript