Crossword Bookstores is of Indian origin and is a subsidiary of its parent company Shopper’s Stop. It is a chain of numerous bookstores located in several parts of India under its individual brand name. The company is associated with retail industry and since its inception in the year 1992 has based its headquarters at Mumbai in India. Some of its competitors in this field are as follows
Product in the Marketing Mix of Crossword :
Crossword has targeted a wider audience with its unique product portfolio. It is undoubtedly a great bookstore with a wide range of books and magazines for every age-group. Its product kit includes the following-
- Books- autobiographies, biography, political science, religion, art
- Baby products and Toys kids- cradles, games, diapers, bags
- Computers & Accessories- router, data card, mouse, keyboard, laptop bag, adaptors
- Kitchen and Home Appliances- iron, vacuum cleaner
- Entertainment and Cameras- gaming consoles, gaming headsets, binoculars, lens cleaners
- Tablets and Mobiles- chargers, screen protectors, headsets
- Furnishings and Home décor- cleaning products, CFL lights, emergency lights
- Auto Accessories- amplifiers, car-CD player, mats
- Travel accessories and bags- school bags, sling bags, neck pillow, ear plug
- Office and school supply- folders, files, notebooks, diaries, pencils, pen
Place in the Marketing Mix of Crossword :
Crossword Bookstores is a fully-owned division of Shopper’s Stop and has various outlets that are spread in every part of India. It is the largest bookstore chain in India and has nearly eighty-three branches. Outlets are projected as Lifestyle bookstores that are spacious with great ambience. These well-laid stores with cheerful interior encourage browsing by customers in every section like toys, music and books. Methodical classifications, simple innovations, clear signage, attractive displays and an enquiry counter has helped this outlet to become one of the best bookstores where a person can enjoy his/her browsing to heart’s content.
Customers are encouraged to satisfy their curiosity for hours as it has a welcoming atmosphere with chairs, reading tables and even a toilet. Crossword attracts families to its stores because the brand has been focussing on projecting this outlet as a safe, friendly and fun-filled place. Bookstore also encourages online shopping from a person’s residence or office. Crossword aims to become a social and cultural point of interaction where people can easily gravitate towards entertainment and information.
Price in the Marketing Mix of Crossword :
Crossword has several outlets in India and has become very popular amongst book enthusiasts because of its diversified products and realistic prices. Shopping at this bookstore is a pleasure as it provides a great environment and because prices of its products are marginally cheaper than markets. The brand has tie-ups with several brands and under its promotional policy provides incentives, offers and discounts at regular intervals. This helps the brand to maintain its reasonable pricing policy because of affordable prices. Crossword has realised that reasonable prices will help in penetrating other markets and will bring in customers to its stores.
Promotion in the Marketing Mix of Crossword :
In order to encourage vision and mission of its, brand Crossword has developed strategic plans. A part of its promotional policy is to encourage gift coupons amongst its customers. Vouchers of Rs 100, 500, 250, 1000 denominations are available at outlets that can be used as a perfect gift for family members and friends. These are valid for one year and can be redeemed in any of its stores. Other important services provided by Crossword are Fax-a-book, Dial-a-book and Email-a-book and this helps them to shop online from any convenient place. It has an efficient and trained staff to meet customer demand successfully as it helps them in finding right CD, book or gift. Crossword also has a return, refund and exchange policy for most of its products.
Loyalty amongst customers is rewarded through promotional offers, discounts and emails about current products available in store. As part of its marketing strategy, the store has been visited by several popular authors like Arundhati Roy, Vikram Seth, Vikram Chandra, Kiran Desai, Shobhaa De and Jack Canfield.