To what extent can the number of visitors be increased by marketing? Case Vero Moda Iso Omena

Abstract

The number of high-street fashion chains and popularity of online shopping have in-creased strongly in Finland. This has resulted to a problem of decline in number of store visitors in Vero Moda, located in shopping center Iso Omena, Espoo. This Bachelor’s thesis examines the reasons for the decline, tries to resolve the best channels of marketing to reach Vero Moda Iso Omena’s customers and the most effective promotions in addition to research the fact that to what extent the amount of store visitors can be increased by marketing tools.

The Thesis was compiled by comparing the number store visitors and turnover of the store in 2011 and 2012. Additionally a questionnaire was compiled in the Vero Moda Iso Omena store. The research shows that marketing does affect the turnover of the store more than the number of store visitors. According to the research the most effective communication tools are Facebook, customer club and the shop. The research showed that the number of customer club members was not that high and therefore it should increase the number of members to reach their customers.

Moreover the thesis includes a promotion plan based on the research findings that consist of an activity calendar and a marketing communication plan for a period of March 2013 to June 2013 for Vero Moda Iso Omena.