A2 Sectors and business models in which enterprises operate GapFill

Businesses needing a bricks-and-mortar shopfront will experience high costs in terms of business rates and  rentchargesfinescustomers. Those selling products can benefit from a small but pretty shopfront, using images of this in  a bricks and clicks and flipsa computer-generateda photographan online business model. Customers can be located across the country but few will visit the physical shop. The image of the business can be very important, and this business model acknowledges that fact. Examples might include craft/yarn shops, artisan bakeries and clothing manufacturers working on a small scale. 

The style of marketing will depend on whether the business sells B2B (business to business) or  B2CproductsABCservices. Business customers prefer  factualresponsiveaspirationalbranded information. For example, a small repair garage purchasing  new carscoffeebrake padscakes needs to know which vehicles they are suitable for, and what the price is for one set, and if there is a small  increase in pricediscountchargecommission for purchasing more than one. On the other hand, customers purchasing handmade soap will be interested in information about the  costslocationcoloursmaker and receiving the soap in aesthetically pleasing   designwallpaperenvelopepackaging since it is likely to be purchased as a treat for the customer or as a gift. The higher cost for a handmade product is compensated for by the appearance of the product and knowing who made it. 

New customers may be encouraged to buy again, known as  single purchaseshoppingrepeat purchaseconsumer, by  conveying a poor imagesetting a higher priceoffering a discountoffering fewer options.  It is important to retain customers through offers and promotions, since this will cost less than always targeting new customers.