I think Sharon Chien’s post on Topic: “Positioning”- Well.ca opens virtual store in Toronto is extremely interesting, because it shows how companies are thinking outside of the box in terms of marketing. Well.ca recognizes its target market primarily consists of customers that are not into watching advertisements, but would rather have the real thing in front of them.
Opening a wellness store in a subway station is no cheap task, but this creative advertisement has brought it stunningly close – by simulating it with a wall of goods made to look like goods on shelves. Customers simply have to scan a code on the shelf to have their goods delivered free of charge.
As the goods that Well.ca sells highly elastic, increasing quantity demanded will drive up revenue. Realizing this, the company extends to make shopping that much more convenient. Busy parents can now shop for necessities while commuting via subway, and this availability makes Well.ca much more attractive than its competitors in the eyes of this section of the target market.