3. Being on par in terms of price and
quality only gets you into the game.
Service wins the game.
- Tony Allesandra
A report compiled by Jolynn Tan for MADschool
AD206 branding assignment - October 2014
Lecturer: Patrick Song
4. Contents
Rebranded Identity
Logo
Staff Uniform
Store Design
Rationale
Rebranding Campaign
Campaign Overview
Campaign Strategy
Campaign Schedule
Campaign Budget
Newspaper Ad
Bus-Stop Ad
Advertising in Malls
Courts Weather App
PR Events
Conclusion
Bibliography
Company Background
History
Company Direction
Product & Services
Current Situation
Current Branding Strategy
Current Advertising
Competitors
Problems
Market Research
Online Reviews
Rebranding Overview
Objectives
Rebranding Strategy
Recommendations
Strategy Rationale
59
20
26
31
37
4
6. History
Courts was founded in 1850 by William Henry
Court. Then, it was just a small furniture com-pany
in Canterbury, England. After the World
War 2, Courts was acquired by the Cohen fami-ly
and the expansion of the company began till
the late 1960s when there were outlets in over
9 countries.
Singapore’s first Courts opened in 1974 along
Orchard Road. The store was known as the
Lucky Red Star. A few years later, Courts ex-panded
its product line to include electronic
products. In 2003, Courts rebranded and reno-vated
its outlets in order to appeal to a younger
audience. Courts’ parent company, Courts PLC,
went bankrupt in 2004 and the Singapore and
Malaysian outlets were sold to investors to pay
off the debts. Today, Courts no longer operates
in England with the only surviving outlets un-der
two separate companies, Courts Asia and
Courts Caribbean. While both Courts Asia and
Courts Caribbean continue to share many sim-ilarities,
they do not have any ties and employ
different logos.
Courts opened its first Megastore in Tampines
in 2006. In 2012, it relaunched eCourts, its on-line
webstore. The same year, it also listed on
the Singapore stock exchange. Courts just cele-brated
its 40th anniversary this year and today
it operates a total of 79 stores, 16 of which are
in Singapore. It boasts the largest market share
in Singapore and the second largest in Malay-sia.
Courts has also recently began expanding
to nearby Indonesia.
6
7. Company Direction
MISSION We make aspirational home products easily affordable
CORE VALUES Customer focused, Result oriented, Leadership, Teamwork, Innovation
PROMISE
To Serve You Better
Hassle-free payment options refunds and more
To Keep You Protected
Complete coverage for total peace of mind
To Excel
One of only 5 retailers to be awarded the CaseTrust Gold for business excellence
To The Community
Supports over 15 social service organisations, especially focusing on children’s charities
To Give You the Lowest Prices
Find a lower price elsewhere and you will get a refund of double the price difference
To Tourists
Pack bigger savings with our Lowest Prices Guaranteed, free delivery and more
1.
2.
3.
4.
5.
6.
7
8. Product & Services
Courts Cover
Courts offers extended comprehensice
coverage for up to 5 years after you pur-chase
a product. The warranty even cov-ers
accidental damage and includes new
product replacement if necessary.
FlexiPlans
Courts offers customers in house credit
facilities with affordable monthly install-ments
for up to 72 months. Anyone can
apply for this payment scheme even if you
do not hold a credit card.
SmartRent
Courts offers a rental service for IT
gadgets and even furniture. With afforda-ble
rental rates and full service and repair
during the rental period, it offers a great
way for customers to try out Courts prod-ucts.
Products can be rented for a period
of 6 months and onwards.
ELECTRONICS
IT PRODUCTS
FURNITURE
SERVICES
HomeClub
HomeClub is Court’s loyalty programme
which boasts over 1.4 million members.
Membership is free with perks such as
special discounts and invitations to mem-ber-
only events. Courts also recently
launched the HomeClub Titanium mem-bership
which costs SGD$49 a year and
offers extra benefits including free home
delivery.
World of Wellness, Smart Con-nect,
Sleep Clinic
Courts recently added concept areas to
its stores including World of Wellness, an
area where you can find all the latest fit-ness
related technology and equipment,
and Smart Connect, a place where cus-tomers
can compare offerings and sign
on with any of the 3 Singapore telcos.
Sleep Clinic is Court’s retail concept for
everything bedding related.
43.2%
34.7%
17.5%
4.6%
8
10. Current Branding Strategy
POSITIONING Value and Affordability
TARGET MARKET
• No clear target market
• PR events often target families
TAGLINE Come Home to Better Value (Old Tagline: Come and Get it)
PERSONALITY
• Logo has a corporate, MNC feel
• Hint of cheekiness in its advertisements
Interview with Courts Marketing Director, Wendy Tan
August 30th, 2013 - www.mumbrella.asia/2013/08/courts-interview/
What’s the toughest part of marketing Courts?
Our advertising is very tactical and product-focused. We need to show prices, features and
functions, which are hard to communicate using television. We find that press is a lot more
effective.
How do you strike the balance between brand and price-led advertising?
We always put the value message first in our advertising. That’s at the heart of our brand –
value and affordability.
How much in love with the Courts brand do you feel Singaporeans are?
I think they love our low prices, but I wouldn’t say they love our brand.
How do you instill brand love as a retailer?
We need to find ways to connect with Singaporeans in new ways to humanise the brand.
10
11. Current Advertising
Print Ads
Courts is an aggressive newspaper adver-tiser.
The first weekend in October 2014
(Hari Raya weekend) saw 8 full page black
and spot-colour advertisements in the
Straits Times. Their newspaper advertise-ments
are tightly packed with product
pictures and advertise their low prices and
sales.
Recently, Courts has also released sever-al
advertisements that show off a more
clever and quirky side. These advertise-ments
have Courts apologizing to their
competitors for their low prices.
Contests
Colouring contests for children, contests
to win travelling trips or football academy
scholarships are frequently organised by
Courts.
PR events
Courts organizes PR events regularly
which often include guest appearances
by soccer stars such as Peter Schmeichel
or other celebrities. Courts also spon-sors
football leagues such as Singapore’s
Young Lions.
Facebook
Currently, Courts Facebook page has over
184,000 likes. Posts include sale announc-ments
as well as interesting content that
is related to the products it sells in a bid to
engage customers.
In 2012, Courts used a facebook campaign
to increase its HomeClub membership.
The campaign, named friends or fakes, re-warded
those who got a certain number
of their friends to sign up for HomeClub
with free electronics.
11
12. Competitors
HARVEY
NORMAN
BEST
DENKI
CHALLENGER
GAIN
CITY
• Founded in Australia and entered Singapore in 1999
• Sells electronics, IT products, furniture and bedding
• 17 stores in Singapore
• Flagship store located at Millenia Walk
• Founded in Japan and entered Singapore in 1985
• Sells electronics and IT products
• 10 stores in Singapore
• Was previously known as “Yaohan Best”
• Founded in Singapore in 1984
• Sells IT products
• 40 stores in Singapore
• Flagship store located at Funan DigitalLife Mall
• Founded in Singapore in 1981
• Sells electronics and IT products
• 11 stores in Singapore
• Started of as an air-conditioner retailer
12
13. Decreasing Profit Margins
Courts recent financial statements re-veal
that while the company’s revenue
has been increasing, their profit has been
decreasing. This is due to the company’s
shift to focus on selling electronics which
offer a smaller profit margin. Courts also
blames this decrease on higher distribu-tion,
administration and marketing costs.
Courts’ CEO, Mr. Terence Donald O’Con-nor
said, “Given the challenging retail mar-ket,
we expect Singapore’s performance
to remain lacklustre in the short term.
Apart from cost efficiency initiatives, we
have been actively working on margin en-hancing
initiatives. At the same time, we
are making good progress in transforming
ourselves into a full-fledged omni-chan-nel
retailer to increase the touch-points
with our customers and enhance the con-sumers’
shopping experience.”
Market Saturation
The market penetration rate in Singapore
for electronics amd IT products is very
high. For example, 88 percent of Singa-poreans
already own a smartphone. As
such, most of Courts sales have to come
from those looking to upgrade.
Lack of USP
Courts postitioning as the store with the
lowest price is the same as its compet-itors.
Besides a few small differences in
additional services that each company of-fers,
they are almost identical.
Lack of Brand Loyalty
A comparison of Courts newspaper ad-vertisements
and those of its competitors
reveals a price slashing war going on. For
the interests of Courts branding efforts,
competing solely on price is risky as it
cannot have the lowest price all the time.
Also, because it essentially sells the same
products as its competitors, it cannot
claim the benefit of better quality. Hence
there is little customer loyalty as custom-ers
choose whichever brand is cheaper at
the point of time.
Increasing Competition
Increasingly, Courts also faces competi-tion
from smaller neighbourhood stores
which are actually able to offer cheaper
prices than Courts. It would seem that
due to economies of scale, Courts should
easily be able to offer a better price than
these stores but perhaps this difficulty
can be attributed to Court’s higher adver-tising
costs.
Singaporeans are also increasingly open
to purchasing electronics and IT products
online from e-retailers such as Amazon
and qoo10. A 2011 study by Nielsen found
that online shopping for electronics and
IT products reached SGD$117 million.
Problems
13
14. Market Research
An online survey was conducted to ascertain what Singaporeans felt about the courts brand and the
things they associated it with. The below diagram shows the demographics of the people surveyed.
Male Female
On a scale from 1 (never heard of) to 7 (extremely familiar),
please rate how familiar you are with the following brands.
!8
11-19 years
20-29 years
30-39 years
40-49 years
> 50 years
0 10 20 30
!9
Never heard of - 1 2 3 4 5 6 Extremely Familiar - 7
39% 39% 34% 15% 39%
32%
7%
17%
24% 20%
15%
20%
17%
17%
17%
2%
20%
15%
17%
12%
2%
15%
7%
12%
10% 12%
2% 2% 5%
5%
5% 5%
Courts Harvey Norman Best Denki Gain City Challenger
14
15. !10
On a scale from 1 (extremely low regard) to 7 (extremely high
regard), please rate how you regard the following brands.
Low Regard - 1 2 3 4 5 6 High Regard - 7
10% 10% 5% 5% 10%
27%
17% 7%
15% 15%
37%
17%
34% 34% 32%
20%
27%
22%
24% 24%
5% 7% 2%
5%
20%
12%
10% 7%
15%
5%
7% 10% 2% 2%
Courts Harvey Norman Best Denki Gain City Challenger
We would like to know which of the following characteristics
you associate with each brand provided.
!11
Low Pricing Nice Environment Quality Products
Product Range Customer Service
19%
3%
15% 15% 10%
34%
40%
47%
36% 34%
27%
10%
19%
19% 23%
13%
13%
12%
13% 21%
8%
35%
12%
8%
17%
Courts Harvey Norman Best Denki Gain City Challenger
!16
in summary, Courts was ranked...
customer service
15%
product range
36%
environment
products
19%
13%
pricing
17%
15
16. How frequently do you purchase from the following brands?
Regularly Occasionally In the Past Never
19% 24% 46% 65% 11%
8%
27% 65%
8%
16%
30%
24%
32%
43%
49%
16%
5% 3% 5% 3%
Please select the statement that indicates how you would
feel about buying from these brands in the future.
!12
Courts Harvey Norman Best Denki Gain City Challenger
!13
Prefer to Buy One I Will Consider Consider if No Alternative
Will Never Buy From
14% 22% 5%
3%
16%
11%
22% 38%
54%
27%
27%
14%
43%
59%
35%
46%
11%
16%
11%
27%
Courts Harvey Norman Best Denki Gain City Challenger
16
17. !15
Would you recommend the following brands to a friend?
electronics
59%
Yes No
IT products
27%
furniture
14%
!14
Courts
Harvey Norman
Best Denki
Gain City
Challenger
0 12.5 25 37.5 50
Which of the following would you be most likely to purchase from Courts?
17
21. Objectives
A Unique Brand Personality
The main objective of this rebranding of Courts
is to give the brand a more unique personali-ty.
As mentioned before, Courts really lacks
a unique selling point, let alone a brand per-sonality,
from its competitors. Whether in its
brand visual identity or how people perceive
the brand, Courts sorely needs better diffren-tiation.
A Warm, Friendly Brand
The unique personality that Courts needs in or-der
to improve its brand is a more warm and
friendly feel. Hence, the objective of this re-branding
is to change Courts’ brand personality
from a large and stiff corporation to a brand
that is known foremost for its friendliness and
customer service.
This rebranding will involve both improve-ments
in actual customer service standards as
well as a more friendly and fun design identity.
Hopefully, as a result of this rebranding, Courts
will become a brand that is truly loved by Sin-gaporeans.
21
22. Rebranding Strategy
POSITIONING
TARGET
MARKET
TAGLINE
PERSONALITY
• Lowest prices in town
• Best customer service
DEMOGRAPHICS
Occupation: discerning PMETs
Age: between the ages of 25 and 45
Nationality: Singaporeans
Income: around 50k anually (mid to upper-mid class)
Home: 4/5 room HDB flat
Marital Status: married with one or two kids
PSYCHOGRAPHICS
• Discerning buyers who know what they want
• Internet savvy
• Own newly renovated home and are interested in
home decor and getting home properly fitted
• Might also buy electronics and furniture for their
elderly parents
• Upgrade electronics often and like to own the
latest technology
Smile Your Way to a Better Life
• archetype: regular guy/girl
• customer first
• warm and sincere
• always there for you
22
23. Recommendations
Better Staff Training
Since this rebranding is customer serivce
based, it would make sense to start first
with improving staff standards. On a re-cent
visit to a Courts outlet on a weekend
afternoon saw plenty of salesmen, stand-ing
around in groups and having their own
conversations, seemingly unaware of the
customers walking around. Of course, no
one likes pushy salesmen but staff need
to be trained to be more friendly. Hope-fully
better trainng will ensure that staff
understand better what the brand stands
for and the promise they need to deliver.
Courts can also print survey forms on the
back of its receipts so that customers can
rate the service they received and rewards
can be given to staff that are exemplary.
It is said that happy employees result in
better customer service. Courts should
ensure that its emplyees are paid well and
feel supported by the company so that
they will put their best efforts into their
work.
New In Store Experience
Courts should implement showroom type
set ups at its larger outlets, complete
with working furniture and electronics
that work for different lifestyles. There
should also be a move to concept stores
for Courts outlets that are located in
malls.
To improve customer service standards,
staff can check out larger items on the
spot with using tablets and mobile credit
terminals. Alternatively, Courts can im-plement
waiting areas where customers
can sit while waiting to pay and collect
items instead of having to stand and wait.
Connect with Members
With 1.4 million members, Courts’ Home-
Club membership is a great way for the
company to encourage brand loyalty.
To attract HomeClub members to visit
Courts even when they might not neces-sarily
need to buy anything, Courts should
offer free phone charging stations and
free wifi in its stores.
Courts can also release it’s own in house
magazine periodically that can include
articles about the latest top gadgets and
trends in the electronics and furniture
market. This magazine can be paid for by
advertising from electronic and IT product
companies (such as Samsung or Phillips)
whose products Courts carries.
23
24. Start In House Brand
Courts has recently launched a new in-house
furniture line which is called Struoc-furniture,
which name is the spelling of
“Courts”, backwards. This is a good start
but Courts should extend this to elec-tronics
and start its own in-house brand
of IT and electronic accessories. These IT
and electronic accessories should be fun,
quirky and unique.
Having its own brand of IT and electronic
accessories will be useful as if the quality
of those are good, it will reflect well on
the brand. Courts can also collaborate
with Singaporean companies in other in-dustries
(such as Charles and Keith) to
release co-branded accessories and prod-ucts.
These can also be given as free gifts
when customers buy IT and electronics
from Courts, adding an additional unique
reason to purchase from Courts over its
competitors.
Improve Online Experience
According to a 2010 study by Nielsen, the
market for online purchase of IT and elec-tronics
in Singapore is around S$117 mil-lion
or 11% of online shopping. Courts has
a great online store but more work can be
put into making sure that the website is
user-friendly and provides more detailed
information. One idea is to let customers
shopping online have webcam chats with
in store representatives. Courts can pur-chase
new technology to make this pos-sible
and that will save costs from instead
having to hire new employees to fulfil this
task.
The Courts online store also needs to build
a larger database of customer reviews and
add product comparison tools. The Courts
online store needs to be transformed into
a website that people love to check every-day
and hopefully a better online store
will also lessen Courts’ need to advertise
so extensively in the newspapers.
24
25. Strategy Rationale
Why Friendly Rebranding?
Based on the results of the survey and also
analysing of the furniture and electronics mar-ket,
it seems that an improved view of Courts
customer service will greatly improve its brand
equity. Its interesting to note that in the sur-vey,
Courts was rated highest for having a wide
product range with its customer service ranked
the lowest along with environment.
Usually, companies that are associated with
having the lowest price also say that they have
the highest quality. This is because it is impor-tant
to have an added dimension to low pric-es
as today people know that “cheap” doesn’t
necessarily equate the best buy. However, since
Courts is a reseller of products, its product
quality is the same as competitors but it can
find its edge by emphasizing its quality cus-tomer
service. This will give customers a better
reason to buy from Courts.
As a retail brand with many customer service
related touchpoints, Courts will certainly bene-fit
from being percieved as a friendly brand. As
Singaporeans get more affluent, low prices will
still be important but the experience of buying
will matter more and more to them. Hence, it
is important that Courts underpromises but
overdelivers in its service standards.
25
30. Identity Rationale
Colours
This rebranded identity retains Courts yel-low
and blue corporate colours as they
already enjoy a high association with the
brand. However, to go with the friendly
rebranding, there will be an additional fo-cus
on the colour yellow over the colour
blue. The shade of the colour blue has also
been slightly lightened to firstly be more
friendly and secondly to differentiate it
more from the corporate colours of IKEA.
This is important as IKEA is one of Courts
competitors in the furniture market.
Logo
The main difference in the new logo is the
change of the font for the company name.
The script font will hopefully project
Courts new friendly and laid-back brand
image as opposed to looking like a serious
large corporation’s logo.
The addition of a symbol or icon for Courts
was explored but it was determined that
due to Courts wide product range, it would
be difficult to use an icon that reflects on
what it sells. On the other hand, using an
icon that is too abstract might start to
look too much like a large corporation. In
the end, the circle from the original courts
logo was modified to be solid coloured
and used to retain a little of the old look.
A circle is also symbolic of unity.
Staff Uniforms
To go with Courts new emphasis on friend-ly
customer service, staff uniforms have
been re-designed to have a more laid-back
look. The T-Shirt and jeans combo is defi-nitely
a more casual look and it would be
important to ensure that staff are well-fit-ted
in these uniforms so that they do not
end up looking sloppy . The goal for these
new uniforms is for the staff to look more
approachable and well-dressed yet less
formal.
Store Design
Courts will benefit from introducing a
concept store design to stores located at
malls. This will make shopping at courts
a more pleasant experience and hopefully
make it a place that people will drop by for
the nice environment even when they do
not need to purchase anything. This will
also greatly differentiate it from its com-petitors.
It is important that the concept store inte-rior
design improves the Courts experience
but does not make it look too upmarket
as the brand still needs to stand for hav-ing
the best prices. The design must also
utilise space well with vertical displays,
unlike most concept stores that are very
spread out, as Courts has a wide range of
products.
30
32. Campaign Overview
WHY?
HOW?
WHAT?
WHEN?
Courts puts you and your interests first and is a friend
that is always there for you
• Tell the story of why Courts is rebranding
• Branding ads in the newspaper, OOH and online
• Sponsorships and PR events to give Courts a
friendly brand personality
• Courts has the best customer service and was
awarded the Case Trust Gold Certification in 2011
• The new concept store experience at Courts
• Free phone charging facilities at Courts for Home-
Club members.
• Late November 2014
• In time for the Christmas shopping period
32
33. Campaign Strategy
Summary
The main goal of this campaign is to com-municate
Courts new rebranded friendly
image to consumers. The campaign uti-lizes
mainly traditional advertising meth-ods
such as newspaper ads, ads in malls
and bus-stop ads. This is due to the target
market being very wide and not as specific
in definition.
Tagline
The tagline of the campaign is the same as
the rebranded Courts tagline as the pur-pose
of this campaign is to introduce it to
Singaporeans. “Smile your way to a better
life” idealizes Courts new friendly brand
personality. The reference to a better life
hints at Courts’ product range which are
lifestyle related. The goal of the tagline is
to convey that with Courts, you can find a
happy route to improving your life.
Copywriting
The headlines in this campaign are often
phrased as questions. The aim of this is
to make Courts seem like your friend ask-ing
you a question. Copywriting is kept
casual, short and light-hearted. The cop-ywriting
strives to maintain a balance be-tween
simply saying that Courts is friendly
and actually giving concrete examples of
Courts friendliness.
Creative Direction
The advertisement campaign utilizes flat
vector images of products you might find
at Courts. The images almost become a
kind of Courts mascot or character as eyes
and a smile have been added to them. This
very literally communicates Courts new
friendly image.
Call-to-Action
The campaign aims to drive consumers to
Courts’ stores to visit. Sometimes the rea-son
to visit stated in the ad is to get a feel
of the new in-store experience and oth-er
times the reason to visit is to get your
phone charged.
Newspaper Ads and OOH
The strategy behind the newspaper ads
and OOH ads is to first tell the “why”, then
the “how” and lastly the “what” (based on
Simon Sinek’s golden circle theory).
Courts Weather App
The Courts weather app is a way for
Courts to get further into their customer’s
lives. The app is fundamentally a weather
app with additional features. Features in-clude
sharing of cute infographics about
the weather of the day on user’s social
media accounts, notifications on especial-ly
bad weather (e.g. haze) and integration
with a specially designed Courts branded
phone case that changes colour based on
the weather. The app will also include in-teractive
elements such as a predict the
weather feature that lets users bet on
what the weather the next day will be like.
Users who bet correctly will be rewarded
with freebies such as Courts vouchers or
accessories.
33
34. Campaign Schedule
MID NOV 2014 FEB 2015
Release in-house
accessories
Improve on cus-tomer
service &
store experience
Newspaper Ad Newspaper Ad Newspaper Ad Newspaper Ad Newspaper Ad
Brand
monitoring
Evaluate cam-paign
ROI
OOH Ads OOH Ads
Weather App Release
PR Events
34
35. Campaign Budget
Advertising Spend per annum: $27 million
based on FY2014 figures
Budget for This Campaign: $2 million
!7
Campaign Budget
Advertising Nov 2014 Dec 2014 Jan 2015 Feb 2015
Newspaper Ad $58,680.00 $117,360.00 $117,360.00 $117,360.00
Bus Stop Ads $27,770.00 $54,770.00 $54,770.00 $54,770.00
Mall Ads $24,050.00 $48,100.00 $48,100.00 $48,100.00
Online Ads $12,000.00 $24,000.00 $24,000.00 $24,000.00
PR Events - $200,000.00 $200,000.00 $400,000.00
Weather App - - $10,000.00 $2,000.00
Giveaways $10,000.00 $20,000.00 $20,000.00 $20,000.00
Total Expenditure $1,737,190.00
Newspaper Ad
Full page, Full colour ad once a week on
Saturdays in the Straits Times ($29,340
per ad)
Bus Stop Ads
6-Sheet ads at locations in the city area
of Singapore ($27,000 per 2 weeks + $770
production costs)
Mall Ads
Advertisements on digital screens at
malls across Singapore, especially at
malls where Courts has a store e.g. Jem,
Tampines Mall. (varying costs)
Online Ads
Facebook ads and Google AdWords (costs
will be pay-per-click)
PR Events
Pop-up stores and roadshows at various
locations in Singapore e.g. Suntec City.
(costs are projected)
Weather App
Payment for the development of the
app after which recurring costs are for
maintanence. (cost for app development
is projected
Giveaways
Prizes and freebies that will be given
away at PR Events or as part of activities
associated with the weather app. (costs
are projected)
35
40. PR Events
Pop-up Stores
Courts can set up pop-up stores in the
CBD district to promote its new line of
in-house accessories. Besides getting the
word about this new product out, this will
also be a chance for Courts to show off its
new friendly image.
Pop-up stores will also give Courts a more
fresh feel. They can give off a next door
neighbour vibe due to their unexpected
appearance. However, the success of these
pop-up stores will also depend highly on
the friendly staff that will be on hand.
Road Shows
Road shows can be staged at high-traffic
areas in the city to draw consumer’s at-tention
to the Courts brand. The mood
and atmosphere of these roadshows will
be important to communicate Court’s
friendliness. Details like the music played,
the host of the event and the layout of
the event will matter much in that area.
Famous Singaporean bloggers and celeb-rities
known for their friendly, next-door-neighbour
image can be invited as special
guests. Fringe activities at these road-shows
must also have a fun element and
can include minute-to-win-it contests.
Sponsorships
Courts can also sponsor and hold events
in conjunction with the Singapore Kind-ness
Movement which will add depth to
its brand story of friendliness.
40
41. Return-of-Investment
The success of this advertisement campaign can be ascertained by several methods.
• More service staff being awarded the EXSA (Ex-cellent
Service) Award.
• Improved customer perception in surveys.
• Higher human-traffic volume at Courts’ stores
even when no sale is on.
• Customer adoption of Courts’ free phone
charging service.
• Number of downloads of the Courts app.
• Online tracking of mentions of Courts in social
media.
CONCLUSION
42. History of Courts:
http://www.fundinguniverse.com/company-histories/courts-plc-history/
Interviews with Courts Executives:
http://www.mumbrella.asia/2013/08/courts-interview/
http://bizdaily.com.sg/newsite/interview-interview-with-terry-oconnor-group-ceo-courts-asia/
Courts Current Market Info:
http://sbr.com.sg/retail/more-news/courts-asia-profits-decline-28-in-1q15
http://www.todayonline.com/shoptowin/see-you-courts
http://www.fool.sg/2014/08/05/1-important-point-about-courts-asias-business-investors-have-to-know/
http://www.techinasia.com/the-stats-and-facts-of-online-shopping-in-singapore/
Market Research:
https://www.surveymonkey.com/results/SM-9Q3CSYML/
http://www.thesmartlocal.com/sg/funiture-general/2071-courts
42
Bibliography