BRIEF ANALYSIS OF THE CUSTOMER BASE
Crate and Barrel seeks to offer furnishings that tasteful, modern, yet affordable. A market targeting an audience that is not only appreciative of but purposely seeks out good design is likely to be more narrow than a market that merely desires to realize widest dissemination. For example, a potholder, an inherently functional household item, may be found by the hundreds on a web site such as Amazon, in a variety of materials, shapes, sizes, and colors. Crate and Barrel offers a far more limited selection, but the items offered are the result of careful design, featuring intricate patterns, unique materials, and (in some instances) more delicate craftsmanship. Prices of goods offered have a range, and are what would be considered within the spectrum of a working professional. Outreach campaigns for target audiences include newly-established apartment and home dwellers, to families, to those wishing to perform an aesthetic home "refresh."

MARKETING OUTREACH
CATE & BARREL pursues several venues of marketing outreach:
-Direct Mail (print catalogues)
-Email
-Print Catalogs in Retail Locations
-Website cookies, with follow-up emails for pages visited

Project PART 3: SETTLE ON A BRAND PROMISE

West  Elm (COMPETITOR) - CUSTOMER ANALYSIS
Assessed via the Company's Web and Social Media Presence and Feedback

Facebook Page
The West Elm FaceBook page has just under 740,000 "likes" and just under 720,000 "followers." Information on the page is updated daily, sometimes several times throughout the day, and includes a variety of postings, from product spotlights to household cleaning "hacks" to tips for interior and home decor. West Elm does have an international presence in both brick-and-mortar retail locations as well as international shipping options, but their FaceBook page appears to be singular (West Elm-specific with no separate pages for international locations). However, the FaceBook page does offer posts and links to store events at international locations. Customers post comments as well as questions, which appear to be responded to within 24 hours. Some of the comments are product-specific inquiries and some are commentary and feedback on both good and poor customer service/satisfaction.

Yelp: Sample Customer Reviews to Better Define Customers' AIO
Reviews presented here were posted in 2017
Came by to pick up an item I had placed on hold. It was heavily discounted, which they hadn't mentioned on the phone, but I didn't ask why lest it was a mistake. The staff was helpful but unenthusiastic. I was in and out in about 5 minutes, though I was tempted to stick around and look at the cool stuff they have. (review from a customer in San Francisco, CA)

My review is more towards the service at West Elm. Although everyone was kind, I wasn't impressed with the service that I received at this furniture store, compared to all others. When a piece of furniture or lighting is out of stock, or back ordered, most stores I've ever dealt with would look into it for me, the customer, and call the stores that have the product available and ship it. I was handed a 4-page printed inventory list of the product from every store in America and was told to call myself. This is not my job. I come to YOU to help me, not to be turned away and to do the work myself. Also, when I wanted to order something from the store, they would not bypass the shipping charges. However, when you look online there is FREE SHIPPING (!!!) with a certain promo code. It was quite baffling that the store wouldn't honor their website offers. People should just order online instead of order in the store with their associates. From now on, I'm going to go into West Elm to enjoy browsing, but will ALWAYS order online because it makes no sense to receive service and help from people who don't want to help you. (review from a customer in San Francisco, CA)

I typically shop at C&B but tried West Elm. I hate both the store and online service. This company, while seemingly appear more affordable in price, gouges you for shipping and white glove service- which is not an option but mandatory. So ridiculous. In addition, their final sale, which ends in .99 is final, meaning you can't even exchange it, even after one day of getting it and seeing how it looks at your place. So if you buy something, make sure you love it or its yours forever. The store employees are never friendly and make it seem like you are bothering them if you have questions. Why do they have to be so snobby? This will be my first and last purchase from West Elm. I prefer the customer friendliness of C&B and other stores much better. (review from a customer in Chicago, IL)

I love west elm, but the customer service of this store is straight up terrible. From the manger to sales, they are rude as hell. Every time I was there, no one tried to offer help, even they saw you looking for someone, they ignored you. You have to go out of your way to ask. I once asked if they can help me with the terrarium and succulent, the manger said to me: "You pick yourself, we can't help you." That's it. And if you ask someone's help they went to check for you, the other sales will refuse to help you even it's just a simple question. "You have to stick to one sale." That's what they said. One night towards the closing time I waited 20 mins to check out, the only sale at the counter was on the phone making a phone order, while I saw the other sales including the manger disappeared and went to the back. There was no else in the store, and you know they are not busy. They are just slacking probably. The only person I have dealt with in this store who is very friendly is Jenny, she's lovely and willing to help. I probably will never go back to this store unless is absolutely necessary. I'd rather go online pay shipping than giving them the business. That's how bad they are. (review from a customer in McLean, VA)

West Elm - CUSTOMER AIO (Activity, Interest, and Opinion Factors)
Customer ACTIVITY includes shopping/window shopping, home and interior decorating, gift-purchasing, cooking (implied by the references to kitchen ware), and setting up a household.
Customer INTEREST includes shopping/window shopping, design/modern design, home and interior decorating.
Customer OPINIONS of products is somewhat mixes, but largely on the favorable side. Customer opinions of service appear to be largely negative, regardless of store location. Interestingly several customers specifically refer to Crate & Barrel (the company I have chosen to analyze for this project) as a preferred source for shopping.

Crate & Barrel ("my" company) - CUSTOMER ANALYSIS
Assessed via the Company's Web and Social Media Presence and Feedback

Facebook Pages
The Crate and Barrel FaceBook page has just over 750,00 "likes" and just under 750,000 "followers," roughly the same as one of its competitors, West Elm. Crate & Barrel also features FaceBook pages specific to some of the countries in which it has brick-and-mortar retail locations. Information on the page is updated daily, sometimes several times throughout the day, and includes a variety of postings, from product spotlights to recipes to tips for interior and home decor. Customers post comments as well as questions, which appear to be responded to within 24 hours.

Yelp: Sample Customer Reviews to Better Define Customers' AIO
Reviews presented here were posted in 2017
I always like browsing around in there because they have such nice kitchenware, utensils, gadgets and all sorts of other things great for home decor. (review from a customer in California, USA)

We come here often, but I'm writing this review based on our wedding registry here.  Everyone who works here is super friendly and laid back and always willing to help or answer any questions, I love that about this location! (review from a customer in Chicago, IL)

LOVE Crate and Barrel! For the longest time, I avoided the store because I figured their prices were over the top. So glad I gave them a try! The store is very airy and bright, even with being stuffed with items. I have been keeping an eye on some art work for a while and I really need to just splurge and buy it, for goodness sake! They really offer everything for the home. Cool, unique lighting, super comfy furniture, and interesting dinnerware. They keep a lot in stock, so the helpful staff are always ready to check on inventory if anything is out of stock on the shelves. I have purchased some wonderful wine glasses that are durable and pretty. Oh, and their holidayware and decor are amazing. I love shopping there during Christmas time because the store looks so pretty and I can pick and choose from tons of ornaments! I am a fan! (review from a customer in Dallas, TX)

I came into the store just to browse and was asked if I needed help immediately after waking in. The store is very nice and organized. The prices are very reasonable. I ended up purchasing an inexpensive wine carafe for my liquor cart in my home. The nice lady at the register wrapped my gift for me and was very informative about upcoming deals. (review from a customer in Arlington, VA)

Crate & Barrel - CUSTOMER AIO (Activity, Interest, and Opinion Factors)
Customer ACTIVITY includes shopping/window shopping, home and interior decorating, gift-purchasing, cooking (implied by the references to kitchen ware), and setting up a household.
Customer INTEREST includes shopping/window shopping, design/modern design, home and interior decorating.
Customer OPINIONS of both products and service appear to be largely positive.

Based on the reviews conducted in this assignment, I offer the following as a brief description of a target customer group: Slices of the market that seek out pleasing design, innovative products, and a certain amount of disposable income may be an excellent target group for Crate & Barrel. It appears that often customer come in without an intention of making a specific purchase, and are persuaded to purchase something because it is there, it is creatively displayed, allowing for visualization in the customer's home, there is variety in selection, prices are reasonable such that there is a certain amount of "impulse" or unplanned purchasing that occurs. It appears that customer service is a factor that "makes the sale," from which I infer the customer expects some interaction with sales associates.

Crate and Barrel - REVISED BRAND PROMISE
The Crate & Barrel brand promise is to provide quality products, timeless designs and expert guidance. After reviewing Crate & Barrel's presence on the web, in social media, and in reading customer reviews from a variety of geographic locations, I believe that that brand promise is valid - but I believe this needs to be expanded to better capture their growing international market.