Case Study #7– Bass Pro Shop
QUESTION: What are some examples of sales promotion tools at Bass Pro Shops? ANSWER: Bass Pro Shops use many sales promotion tools. In-store sales are announced with flyers and brochures are offered to direct customers to various merchandise and services. Informational brochures help customers choose the right products for their needs. These informational brochures give Bass Pro Shops the opportunity to sell items that customers might not have otherwise thought to buy. Special Events also play an important role in sales promotions for Bass Pro Shops. The Spring Fishing Classic draws more than 50,000 people to the Springfield, MO store. Top fishing equipment manufacturers display their latest products. The Fall Hunting Classic draws about 80,000 visitors to the store. These promotions help Bass Pro Shops get consumers into their store and once consumers are there for an event, they are more likely to make purchases. The company tries very hard to make the shopping experience at a Bass Pro Shop long and enjoyable. They offer places to eat and even a place for a haircut. The amenities provided by Bass Pro Shops keep customers in the store longer and leads to more purchases. QUESTION: How does the use of sales promotion tools at Bass Pro make shopping a better experience for customers? ANSWER: Bass Pro offers customers many services and amenities to make the shopping experience better thtn a typical shopping experience. Customers can get information about their outdoor hobbies, they are provided with information on how to correctly use equipment and they are offered entertainment within the store. In the Springfield, MO store, there is a wildlife art gallery where customers can see various artists create. Customers can watch scuba-divers hand feed goldfish to large freshwater game in a 250 seat auditorium. There are shooting and archery ranges where customers can try out products. Golfers can...
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