Express Gifts Ltd SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1127
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SWOT Analysis of Express Gifts Ltd with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Express Gifts Ltd

Parent Company

Express Gifts Ltd

Category

Online personal shopping, direct mail order

Sector

Ecommerce, retail

Tagline/ Slogan

Online direct mail delivery system

USP

Provides a personal shopping service, studio online and home catalogue shopping with everything for all seasons

STP

Segment

People who have irregular working hours or work shifts and go for online purchases for lack of time

Target Group

Working class professionals who want to buy items as per their convenient time. Also offers on credit purchases for those who cannot pay on time.

Positioning

Express Gifts, the largest company in the division, provides a personal shopping service to around 1.5 million customers each year.

SWOT Analysis

Strengths

1. Online direct mail delivery in this age of ecommerce.
2. Shoppers may choose to pay for their purchase within 28 days, or take advantage of a monthly credit programme.
3. The range of products is diverse covering leisurewear, electrical, household, textile, bedding, furniture, nursery products, gifts and greeting cards.
4. Many of these can be personalised in the division’s in-house facilities which are unmatched in UK retail

5. Serves over 1.5 million customers annually

Weaknesses

1. The range of items offered is limited compared to supermarkets which limits the options available to consumers.
2.The prices of items are higher than supermarkets and other  stores which might limit the target group.

Opportunities

1. More young professionals living away from home and working long hours prefer shopping online. Hence their target group is increasing fast.
2.Increasing purchasing power parity leading to improved lifestyles

Threats

1.Dependant on network availability and susceptible to network glitches.
2. Intense competition from other stores, supermarkets.
3.Competition laws and lack providing the first hand in store experience sought after by many shoppers.

Competition

Competitors

1. The Brilliant Gift Shop

2. Amazon

 


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