Strategic Issues
What is the main problem with Indigo’s stationery category in Oshawa Centre?
It does not align with local customer needs.
What is the “Look, Don’t Touch” barrier?
Products are packaged, preventing customers from testing them.
How would you describe Indigo’s pricing strategy?
Mid-to-high pricing.
What are the three core pillars of the competitor concept?
Interactive experience, affordable pricing, functional organization.
What are two key barriers preventing purchases in Indigo’s stationery section?
Limited product interaction and higher perceived prices.
What type of customers does Indigo attract in stationery?
Browsers rather than functional buyers.
What type of shoppers dominate Oshawa Centre’s trade area?
Price-sensitive/value-based shoppers.
What is one key feature of the interactive shopping experience?
Ink Gallery (pen testing).
What opportunity does this gap create in the market?
A specialty retailer focused on accessibility, interaction, and function.
Why do customers experience “purchase anxiety”?
They cannot test product quality (paper, ink), especially for higher-priced items.
What is one pricing solution proposed to better match the trade area?
Bundles or more affordable pricing options.
How does the competitor reduce purchase risk?
By allowing customers to try products before buying and offering clear value pricing.