Edgars Case Study

1667 Words7 Pages
The purpose of this study is to evaluate the store layout of Edgars; Focusing on the general layout and design, interior décor and merchandise displays; as well as the relationship and effectiveness of their store layout and their corporate identity. Edgars is one of the retail divisions in Edcon, the largest clothing and footwear retailer in South Africa (bliccathemes, 2013). They provide customers with a large range of Edgars brands as well as international brands through mono-branding. Evaluation of the corporate identity will be based on the components of corporate identity mix from Schmidt (1995). The primary research will be conducted using questionnaires based on the desired identity and the perceived identity of Edgars as well as observations…show more content…
This suggests that corporate identity is everything that a consumer associates with the retailer, it is the overall image and message that the retailer creates. Corporate identity will be evaluated using the corporate identity constructs from Schmidt (1995) which evaluates five elements of a retail business, namely corporate culture, corporate behaviour, products and services, communications and designs, and lastly market conditions and strategies. Each element helps the retailer identify if there are any gaps between the desired and perceived identity. For the primary research, two types of questions were asked to evaluate the elements of corporate identity from the perspective of Edgars customers. A Likert scale was used to rate customer perceptions versus their actual shopping experience. It was also used to rate the corporate behaviour of management and staff as well as the marketing strategies of Edgars such as Tv and radio ads, social media advertising and instore…show more content…
There are three gaps that can be identified based on the Hatch and Shultz’s model, these include the vision-culture gap, the image-culture gap and the vision-image gap (Hines and Bruce, 2012, p.234). To identify the vision-culture gap the gap between the actual identity based on customer experience, which has been evaluated in question five on the customer questionnaire by rating the actual shopping experience in store, and the desired identity that the retailer is trying to create, which has been evaluated in question one on the employee questionnaire by asking what expectations customer should have of Edgars and their customer service before they enter the

More about Edgars Case Study

Open Document