Variety and Assortments
Robinsons,being a huge departmental store which has become successful over the years, carry their own set of brand names, ROBINSONS. Robinsons offers a huge variety of products and services ranging from beauty products, bedding products, fashion wear, house ware, kid’s wear, kitchenware, ladies’ wear, mens’ wear, perfumes to shoes and handbags shopping.
As robinsons offer a wide variety of products, over a few very different categories, it seems that Robinsons uses a scrambled merchandising strategy. The answer is no.There's a stigma where scrambled merchandising do not potray a clear brand image and positioning. Throughout the years, Robinsons has successfully position themselves. So the question is how?
On a closer look, the variety and assorments reveals the target market of Robinsons. I would say that the whole idea of Robinsons retailing, judging from its variety and assorments, is to create a concept of lifestyle. This concept of lifestyle defines a typical Singaporean lifestyle.
From what singaporeans view as an importance in their lifestyle, robinsons found the very needs and wants of Singaporeans. After understanding these needs and wants, Robinsons came out with a few sections of retailing,that fufil these needs and wants, thus creating an attractive concept of lifestyle. This is part of a very important reason why Robinsons has become successful.
Now, think of Robinsons. The things that appear in your mind. Isnt it a lifestyle?
