My field trip in Indigo by dereda

Starting with I think this journal was very hard to prepare especially for international students. However it was my pleasure to meet new people for new experiences. I have decided to go to Indigo for my assignment because I always love to spend some time in a book store to read and research for new information that I am interested in such as music, art, or performance. Therefore, I have decided to go to Indigo for my journal which I always love to spend my time for relax and enjoy the atmosphere.

First of all, I would like to find a manager of the Indigo after I arrived at the Eton center with my friend on Saturday around 12:30. The reason why I went to Indigo at lunch hour, I thought that the manager will be available to spend some time for my interview. When I got there and introduced by myself to a salesperson in the store I disclosed my major and my intention (purpose) for this journal. However a salesperson of the Indigo was unwilling to answer to my questions because she was thinking of that the questions are confidential in the company. She went to a manager and told the manager my questions by interphone. Unfortunately the manager was also unable to answer about that for same reasons. However I did not hesitate about it and I induced the sale person to answer to my questions. Luckily I could record almost every answer from the saleswoman.

Question1. What are the main competitors for Indigo?

Direct- local book stores, used book stores and on-line book stores such as e-bay. (Market Diversification –They try to open the store as many as they can where they try to dominate this market.)
Indirect- convenience stores which sell the magazines, and big market such as Zellars, Noblawse, and WalMart etc (retailers and wholesalers).

Question2. What is the company history in Canada?

Indigo, Chapters, World's Biggest Book Store, and Coles are owned by one company and they are consistently growing across in Canada. The saleswoman has mentioned that Coles has the longest business history and they have many loyal customers since very beginning.

Question3. What are the different benefits in store shopping and on-line shopping for customer?

The different benefits in store and on-line shopping are as follows:
At the local stores, customers can easily return and exchange books and other products at the front desk. Moreover, the customer services procedure is less complicate than on-line shopping. For example, in terms of return and exchange policy procedures are less complicate for customers because they can talk to sales person face to face at the customer's services sector. It is more efficient to communicate with customers and satisfy the customers in the first place. On the other hand, the on-line shopping is easy to purchase and pay (just click the browser in every category). Moreover, it will be delivered to your front door which customers save a lot of time for purchasing. However, when the return and exchange matters occur, it is much more complicate than going to an actual store.

Question4. Is there any different approaching marketing strategy for each store such as return and exchange policies?

All of books in the store can return, refund, and exchange within 14days if they are sellable (not damaged). If customers want to exchange a book that they already read, the stores will exchange for other new book unlimited times as long as they have the receipt which has not over 14 days.

In conclusion, a lot of people think the chapters and Indigo, etc. they are competitors; however, they are owned by one company. Also each book store has different target consumer. Although each store has different name, logo, and store feature, their main target and company goals are same.
Therefore the main strategy in this company like Indigo is related diversification.