The functions of a retailer are the services that they offer. Almost always the same functions are used however each retailer performs them differently.
As you know BooHoo is an online only retailer meaning we are available 24/7 as long as you’re connected to the Internet! John Lewis does have an online site that works in the same way as us. However their physical stores have limited trading hours, these stores are so prominent that they now act as anchor tenants within large shopping centres that in turn come with high footfalls.
Currently we only retail men’s, women’s, shoes and accessories. Whereas John Lewis is a department store so they sell products from make up to electricals and furniture. It is important that the range of merchandise is large at John Lewis because they have such a varied customer. At BooHoo we make sure that our merchandise suits our target audience of men and women of ages 16 – 24 with relatively low disposable incomes.
Each retailer aims to buy as much of each product as possible to ensure that they can buy stock at the lowest price meaning they can either sell their stock at a lower price or make a higher margin.
When stock has been purchased we chose to store it in one warehouse. However because John Lewis is located throughout the country they have multiple warehouses. They also store products within their stock rooms.
In regards to communication we are able to communicate with our customers online. However we are able to advertise in other areas such as magazines. John Lewis are able to communicate to their customers online, via email, phone and in person.
Our customer service again is limited to online only this means that it’s vital that we run our email and twitter service effectively. John Lewis’ customer service is one of their strong points. Staff are friendly, attentive and full of product knowledge to ensure each customer gets the best possible experience.
To keep a good reputation both companies need to have appropriate product guarantees. If a product is delivered either incomplete or faulty at BooHoo we will ensure to either replace the product or offer a full refund. John Lewis offer at least a 2 year guarantee on all electrical products.
If there is an issue with a BooHoo product customers can either contact us via email or twitter. John Lewis customers can contact via email, telephone, fax and post.
Store credit cards are available from John Lewis meaning customers can ‘buy now and pay later’. This type of card is not yet established within our company. Both BooHoo and John Lewis don’t offer any hire purchase facilities.