These aims help the structure of the business and help with improvements within the business in order for them to succeed. By achieving these aims it demonstrates the benefits of the business and the ability to compete against competition from other companies.Boohoo also has a tall structure. It doesn’t have as much staff as John Lewis, which can be a good thing as communication is better and therefore decisions can be made easier within the chain. This is a benefit especially for an online retailer as they can fix a problem quickly at short notice. Like John Lewis, Boohoo also has heads of departments and directors, which make communication between high authority and member of staff easier. For example IT workers are able to communicate with IT directors if there is a problem, which can solve the problem much quicker.
Boohoo achieves it aim by having a passionate and creative team, which can help to keep the customer happy and have good quality clothing and accessories. Boohoo strategy is as follows:
Recruitment- Opportunities for recruiting new customers include extending the range and improving marketing efficiency
Reach- Target new international market opportunities through local marketing campaigns and local language websites
Retention- Improve the customer order frequency by investing in product, customer services and website functionality.
Keeping it Real- Maintain a tight control on costs while investing in people and systems to support the continuing growth of the business.
Boohoo’s product strategy includes the expansion of its current range to broaden the target market however they want to expand:
Larger sizes – extend the boohoo plus range to offer a larger number of styles in UK size 16 and above;
Accessories – an extended range including handbags, jewellery, belts, hosiery, hats and scarves;
Shoes – extending the range and supplier base for high fashion footwear; and
Menswear – to increase the range of menswear and actively seek to extend the appeal of the boohoo brand to men via the recently launched boohoo Man brand.