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is reading a flyer that falls out of a magazine they will feel that the 'look' of that flyer is consistent with an advertisement they may have seen on-line for example - The visual connection is apparent.

The consistent look leads on to the famous 'Three C's' of marketing. Do Oxendales fulfil this criteria?

Well their communications are first class. Their advertisements and language used is clear and concise and is not in the least confusing. They sometimes communicate how simple it is to get credit from them as much as their actual items for sale.
Their items are often not as Compelling as their credit offers. Oxendales can often reel in a buyer through the promise of 'buy now-pay later'. This is a compelling way to attract custom from the target segment.
Their look remains Consistent throughout. Their colours and designs used for advertising is instantly recognisable and they do utilise consistency across channels.
Oxendales use integrated communications too. Every time a piece of Oxendales literature is examined or online source seen, one can immediately identify that the company 'link' to the other places they are available to view as well as to their website. They often also link to their credit facilities which experience has told them is a unique selling point.

The Marketing Mix 市场营销组合

The Product Being Sold

The most important part of Oxendales overall product is convenience. Online Shopping is on the rise according to Roy Morgan Research (2015). So, from that we can conclude that people are using the convenience of online shopping for a myriad of reasons. What are these reasons?

Upstream Commerce (2012) quoted the eight most important reasons that people shop online as Convenience, Better Prices, Variety, Fewer Expenses, Comparison of Prices, No Crowds, Compulsive Shopping and Discreet Purchases. We will see many of these reasons pop up again and again. Barbara Thau of Forbes.com (2013) quotes a study by strategy and marketing consultants Simon, Kucher and Partners when she propounds that 24% of online shoppers like to buy books, consumer electronics and entertainment online while 18% of online consumers prefer to buy health and beauty products, toys, sports equipment, hobby interests, clothing, merchandise and furniture online. This is an interesting finding in relation to Oxendales online activity.

24% of online shopping is spent on books, consumer electronics and entertainment. How many of these do Oxendales supply? The answer is two of the three. Oxendales will sell a person everything from an IPod to an Xbox and from a television to a heater (and many, many items in between). Books are the odd ones out. We move on - 18% of people shop online to buy health and beauty products, toys, sports equipment, hobby interests, clothing, merchandise and furniture. That is seven categories of items that could possibly be sold online. Again, how many of them do Oxendales sell? The answer is Five. This online behemoth sells all of that list barring hobby interests and merchandise (though all things sold could be classed as merchandise surely?)

So going by the experts' views on why people shop online, one would have to conclude that Oxendales understand the reasons and offer an excellent product to people in their online store in order to fulfil the needs of their customers.

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