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inventory of rifle ammunition in September in anticipation for deer season in October. This allows them to increase their revenues on certain types of products at the right time of year.Customer Readiness to Buy Metrics:Preference: Rockford Outfitters prides itself in being one of the premiere suppliers of hunting and fishing equipment in the Madison, Wisconsin area. They have a loyal customer basethat is pretty large and they take huge steps to keep them informed of their business adventures through monthly newsletters, their social media outlets and electronic emails.
R.O.5Rockford Outfitters tracks this metric using the same customer service questionnaire that is uses for tracking customer satisfaction. There are two questions specifically related to customer preference using a 1 to 5 scale to measure the likelihood that they will return to the store as well as a refer friends/family to the store. The objective is to maintain a greater than 90 percent favorable response (4 or 5 rating). If they fall below their goal, they come together and reassess their literature and the message they are sending to the public.Customer Metrics:Customer Satisfaction: As stated previously, customer satisfaction can make or break a business so it’s imperative that businesses take customer satisfaction seriously and take action when a downward trend is noted. Rockford Outfitters is no novice when it comes to customer satisfaction and they take great pride in the fact that some of their customer base spans generations. They implemented customer comment cards early on in their history and have takentheir efforts to the internet. They have set a goal of 90 percent customer satisfaction using a scale of 1 to 5. The goal is to have 90 percent of their feedback to be in the 4 and 5. Distribution Metrics:Share of shelf: Share of shelf varies from product to product depending upon the time of year at Rockford Outfitters. During the gun and muzzleloader season of deer hunting there is more shelf space allotted for ammunition than for other items sold. This is due to the increase in demand and great sales of bullets during hunting season. The same space used for bullets can be decreased in the off-season to accommodate a higher demand for fishing tackle during the different fishing seasons. To break it down more, during the rifle portion of deer season, Rockford Outfitters will increase the shelf space for Winchester 30-30 deer slugs and reduce the shelf space for Remington 12 gauge ammunition by about 40 percent. During this particular