Report: Sales Development and Merchandising Strategies at Alton Towers

This report provides a comprehensive analysis of sales development and merchandising strategies employed by Alton Towers Resort, a prominent hotel and theme park in England. The report begins with an introduction to sales development and merchandising, highlighting their significance in revenue generation. It then delves into key components of the product, including core, facilitating, supporting, and augmented products, and their contribution to sales and profit. Market segmentation strategies, particularly demographic and geographic factors, are examined for their role in maximizing sales. The report further explores factors influencing buyer behavior, advertising media, and external merchandising techniques. Internal merchandising, design, and layout's influence on customer spending are analyzed. The report concludes with a discussion of personal selling techniques, operational design's impact on sales, and the key principles of sales training programs. Throughout, the report emphasizes the importance of understanding customer needs, adapting strategies, and utilizing effective marketing techniques to enhance sales and customer satisfaction.

Sales development and merchandising
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Table of Contents
INTRODUCTION ...............................................................................................................................4
TASK A................................................................................................................................................4
1.1 and 1.2 Key components of the product and contribution of product mix to sales and profit ..4
1.3 Market segmentation contribute to maximise sales..................................................................6
TASK B................................................................................................................................................7
2.1 Factors affecting buyer behaviour.............................................................................................7
2.2 Advertising media for effective sales development situations...................................................8
2.3 Use of external merchandising to maximise customer volumes..............................................10
TASK C..............................................................................................................................................12
3.1 Influence of design and layout on customer spending.............................................................12
3.2 Effectiveness of internal merchandising materials..................................................................13
3.3 Different promotional activities according to different scenarios...........................................15
TASK D..............................................................................................................................................16
4.1 Personal selling techniques......................................................................................................16
4.2 Influence of operational design on sales revenue....................................................................17
4.3 Key principles for sales training programme...........................................................................17
CONCLUSION..................................................................................................................................18
References..........................................................................................................................................20
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INTRODUCTION
Sales development is a process which helps organisation in earning seamless and efficient
revenue. The team is responsible for it, whose role is to identify, connect and qualifies the lead
(Rosenau and Wilson, 2014). This qualified lead is transferred to the sales person who takes over
the remaining process regarding the sales. On the other hand, merchandising refers to the process of
product sales to a retail customer. In this, varieties of products that are placed for sale by keeping
them at display for attracting users to purchase them (Tesone and Ricci, 2012).
For the current study, Alton Tower hotel and theme park of England is taken into the
consideration. Alton Towers Resort was opened in 1860 with the flower shows and garden tours.
Nowthese services are expanded to theme park, accommodation, conference centre, extraordinary
golf, spa, forest tree top quest, Water Park and hotel (Schultz, 2016).
This file will cover areas related to product elements, external sales development techniques,
tools and techniques of internal sales promotion and merchandising and role of staff members in
maximising the sales of Alton Tower hotel and theme park. In the end, conclusion is explained with
the key findings and meaningful measures.
TASK A
1.1 And 1.2 Key components of the product and contribution of product mix to sales and profit
The major task of Alton hotel and theme park is to satisfy customers by providing high
quality services. It is providing unique, creative and innovative services to the people for fulfilling
their expectations, wants, needs and desires. Along with it, Alton tower resort tries to make the trip
of users memorable by offering them variety of services in hotel and various amazing rides in theme
park (Oborin and et.al., 2013). The hotel attracts and influences people by its different themes on
fictional characters, decoration of rooms in English style, various categories of rooms and many
more. On the other hand, theme park consists of ten themed areas with beautiful gardens and
historic towers (Rowe, 2014). With respect to this context, key components of product are divided
into 4 parts which is explained below. Core Products: Core products are related to the core competencies of the business and helps
in attracting users in a single time. These core products lead to satisfy the users in most
effectively manner. Alton tower hotel provides huge range of quality services to their
customers which results to enjoy their stay (Hasan, 2014). Effective accommodation of hotel
and various rides of the theme park results to fulfil the expectations of the people which lead
to increase in sales and profit of the firm. In addition, delicious and quality food of
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restaurant also satisfies people which results to increase the number of customers
(Lindemanis and Gaile-Sarkane, 2012). Facilitating Product: These products are those services which enable users to consume core
products of the enterprise. They result to makes the core products available for the customer
as per their requirement and demand. The front desk, reservation departments, proper staff
members of Alton Hotel, hosts and wait-staff in its restaurant results to provide core
products in effective manner to the individuals which makes them satisfied and happy
(Millar and Baloglu, 2011). The effective manner in which staff members deal with their
people enhance the reputation, brand image and value of the hotel among them. Supporting Product: These products are offered by the hotels on a complementary basis.
These products act as supporting material for the core products. In other words, they are
bundled with the core services for increasing their value and quality for the customers
(Gustavo, 2013). Hotel provides these products in the form of concierge service,
multilingual staff, and 24-hour room service and may other services. The various, attractive
themes and decorations of the rooms results to consume the core services in best possible
manner which makes the stay of consumers memorable and enjoyable. Security services to
the rides are work as supporting product as it makes people to feel safe and secure which
results to increase their fun and enjoyment (Hill and Hill, 2012).
 Augmented Product: These are the peripheral services which are combined with the core
products to make them more attractive and beneficial. Alton Tower hotel provides the
services of spa, games, entertainment, leisure time services, etc which results to makes the
core products of the hotel more beneficial and effective (Johnston and Marshall, 2013).
These products add more value to the core products and results to satisfy the consumers in
effective manner. This service increases the sales which results to enhance the profit of the
hotel and theme park.
All the above information about the product components of the Alton Tower Hotel and
theme park results to enhance its sales and revenue. These quality services provide higher customer
satisfaction which leads to visit the place again and this makes good and effective image of the
hotel. On the other hand, amazing, thrilling and family rides in the theme park results to provide
best experience to the people. Along with it, product mix helps the hotel and theme park to
understand the requirements and expectations of the people for providing them services accordingly
(Harris and Dennis, 2011). It results to provide innovative and creative products to the people of
different types. Product mix is conducted by the firm in all the fields such as accommodation, food
and beverages, hospitality, various rides, etc (Ingram and et.al., 2012). Customer satisfaction results
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to increase the purchasing of the products which directly enhance the sales of the hotel and theme
park. Alton tower hotel and theme park is providing various services to the consumers in effective
and innovative way which shows that product mix of firm is strong. Hotel and theme park together
are able to fulfil the expectations of the people by adding joy, fun and lots of entertainment to their
stay and rides which enhance the sales and number of customers (Rohani and Nazari, 2012).
1.3 Market segmentation contribute to maximise sales
Market segmentation is a type of marketing strategy which divides the complete target
market into specific segments on the basis of customers, business and countries which have same
area of interest, requirements and preferences. With the help of effective and appropriate market
segment, Alton Tower Hotel and Theme park can get best output with respect to the sales and
revenue (Jang and George, 2012). There are various methods of the market segmentation such as
demographic and geographic factors. The hotel and theme park has segmented their customers on
the basis of demographic factor and their attitudes. The segmentation of the services and products
are on the basis of age, income level, gender, social group, ethnicity and lifestyle of people (Afaq
and et.al., 2011). These segments helpsin satisfying the needs and demands of diversified
customers. Alton Tower hotel provides services of four star hotels to the user which includes highly
customized and royal services (Tesone and Ricci, 2012).
For inviting all type of customers, Alton Tower Hotel needs to offer some discounts, special
offers, etc (Bowie and Buttle, 2013). Theme park needs to provide rides for all age of people so that
everyone can enjoy it with family or without family. Rooms of the hotel should be available for all
level of people so that they can enjoy their stay in affordable prices. These strategies will help in
increasing the sales also with the number of customers from diverse field. The facilities of smoking
point, cash point, baby change and care facilities, medical centre, public telephone and car parking
facilitates of the Hotel and theme parks makes the stay of people effective and comfortable (Rowe,
2014). It also targets the local customers at the time of various occasions such as Christmas, New
Year, etc. Rides are available for both local and global customers which results to enhance the sales
and brand image of the theme park.
The Primary target market of the Alton Tower Hotel and theme park are thrill seekers within
the age of 16-24. In this, there are sub groups also which includes 16 years old at school, 19 year
old at university and 24 year old at starting work. These target people enjoys the ride and services
most in effective and appropriate manner. In contrast to it, secondary target market is families
within age range of 25-54 and children of 10-15 years (Schultz, 2016). These market targets results
to enhance the sales and profit of the Alton Tower hotel and theme park.
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TASK B
2.1 Factors affecting buyer behaviour
There are various factors which affects the buying behaviour of the consumers. It is important
for organisations to develop their strategies as per the needs, demands and expectations of the
customers. With the time, the buying behaviour and expectations of the guest are is changing and
due to this, firms also needs to implement changes in their strategies and working processes
(Lindemanis and Gaile-Sarkane, 2012). The factors which affect the buying behaviour of the users
are as follows.
 Cultural Factors: Different customers belong to diverse culture which affects their buying
behaviour. Culture plays a crucial role in understanding the behaviour of people (Opris and
Bratucu, 2013). For any firm, it is important to understand the ethnic factors for knowing
the perception, habits, behaviour and expectations of the service users. The people of Europe
like to wear western clothes whereas people of India like to wear ethnicones. So for Alton
Tower Hotel and theme park it is important to understand the culture of various countries
and their people so that they can provide effective quality services (Rohani and Nazari,
2012). Social Factors: This factor consists of the society and social groups which influence the
buying behaviour of different users. A person gets influenced by his family, friends, society
which teach him values, ethics, morals and general behaviour (Line and Runyan, 2012). The
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Illustration 1: Buying Behaviour
Source(Factors impacting Porsche's consumer buying behaviour,
2016)

reviews of the social groups assists individual to decide whether to purchase the product or
not. The services provided by the hotel are highly effective and appropriate which results in
making consumer satisfied. The increase in number of guests’ results in enhancing the sales
of the theme park and hotel. Personal Factor: Personal factor involves occupation, interest, age, habits, etc. which
affects the buying behaviour of the customers. This factor makes people to enjoy the
services of the theme park and Alton Tower Hotel or not. This will also affects the sales and
revenue of the hotel and theme park. Lifestyle also affects the buying decision of users. For
example, health conscious consumers prefer healthy and balanced diet (Brotherton, 2012).
Due to this, they do not like to visit those places where there are chances of getting
unhealthy and low quality food.
 Psychological Factors: These factors involve perception, learning, motivation, beliefs and
attitudes of the people. This factor plays a major role in affecting the purchasing behaviour
of the users. Individuals take advantage of product and services on the basis of their
perception and beliefs (Tesone and Ricci, 2012).
2.2 Advertising media for effective sales development situations
Advertisement plays an important role in influencing people about the product and services
offered by the organisations. Through this, firms can easily and effectively promote their services
and products among the targetedaudience. Alton Tower Hotel and theme park can use advertisement
for developing awareness among the people of all age. With the help of various tools and techniques
of advertisement, hotel and theme park can increase their customers by influencing them (Abrate,
Capriello and Fraquelli, 2011). They can encourage users to visit the place and to enjoy the rides by
providing information about the quality services, various thrilling rides and theme based rooms, etc.
in the magazines and journals. It can also promote the services among the targeted audience by
using social media, website and blogs (Rowe, 2014). This will help in improving the
communication between the hotel and customers. This improved communication will result in
improving the brand image, reputation and value among the audience. And at the end, these all
factors will leads to increase the sales by increasing the number of users.
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Advertisement media provide an opportunity to the firms to inform their consumers about
the new services, products and brands. This reduces the distance between customers and company
which aids to create trust and loyalty. Alton Tower hotel and theme park can aware audience about
the new offers, discounts, special services, new rides, etc. with the help of radio and TV
advertisements (Lindemanis and Gaile-Sarkane, 2012). If users like the giving information then
they will prefer to stay in hotel and enjoy the ride otherwise not. Attractive and creative presentation
of the information also influence the customers, this makes them to give proper attention to the
information.
Alton Hotel and theme park advertise its services on the social media and on its website.
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This is the best way to inform audience about the new rides and services of the hotel and theme
park. The design of the website also makes people to stay and explore the whole website which
automatically aware them about the various services, products and rides of the hotel and theme park
(Schultz, 2016). Creative and innovative advertisements make people to pay attention and to
purchase the tickets of hotel and rides.
2.3 Use of external merchandising to maximise customer volumes
Merchandising helps in getting attention of people towards the services and products of the
companies. It is one of the best ways for influencing audience to purchase the products by
putting them in the display in a creative and attractive manner. Alton Tower hotel and theme
park can also use this technique for increasing their sales and for earning more revenue. For
this, the organization can provide easy and simple access to the services and facilities
(Marchante and Ortega, 2011). Hotel and theme park have the facility of parking, public
telephone, conference centre, baby care shops, medical facilities and many more. These
facilities are effective and simple to access which attracts customers to take full advantage of
their stay and rides. The services should be easy available for the customers as this makes them
satisfied and happy. This also results to create positive image of the hotel and theme park in
their mind which is good for its growth and success (Rohani and Nazari, 2012). Differently
decorated rooms on the basis of various themes and cartoon characters attract families and their
children to stay there and enjoy their services. Along with this, the thrilling, amazing and
wonderful rides make customers to enjoy their weekends to the fullest. Various categories of
the rides such as horror, thrilling, family rides, children rides, etc. makes audience to stay more
and to enjoy each ride of their interest.
Visitors like to stay due to the high quality services and attractive environment of the
hotel. They like to enjoy the healthy and delicious food of Alton Tower's restaurant, spa, water-park,
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theme park, etc. There are various options for the customers which attract them and make them to
visit the place again which is a very good thing for Alton Tower Resort (Vasquez, 2014). There is
shopping facility also which makes people to purchase the products of the Alton Tower and to use
them as per their requirement. There are variety of shops such as Lego games, Cbeebies Land items,
Towers Street, Enchanted village, etc. available in the market which attracts users and children to
buy their products in affordable price. Design, decoration, creativity and innovation of these shops
leads customers to visit them once.
TASK C
3.1 Influence of design and layout on customer spending
In hospitality sector, design and layouts plays an important role in attracting and influencing
people to stay. Proper design and layout results in fulfilling all the demands, needs and wants ofthe
user. Hotels are focusing on creating unique lobby structure for attracting attention of the costumers
and their emotional appeal. It is essential for Alton to analyse the design of their hotels in terms of
layouts of the lobby, rooms, restaurant, gardens, etc. (Cant, Hefer and Machado, 2013). The
decoration of the hotel rooms are based on the cartoons, various themes which attracts customers
and their children to stay there. The infrastructure of the hotel is also creative which catches the eye
of children along with their families. It is important to fulfil all the demands and expectations of the
customers and to use some innovative and creative designs and layouts for competing with the other
hotels of same category (Rowe, 2014). Lucrative ambiance is the main preference of the people in
present scenario and it is only possible through use of appropriate and attractive designs. Alton hotel
and theme park need to use bright colours, creative designs, effective lighting for catching the
attention of users. The colour of walls should be attractive as they impact the psychology of the
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customers.
Along with this, there should be proper cleanliness and systematic arrangement of all the
things for influencing the customers as they like to stay at clean, safe and hygienic places. Proper
cleanliness will definitely impact the buyers and make them to stay there. In addition, environment
also helps in influencing the users in an effective manner. Friendly, cooperative and coordinative
environment makes users feel comfortable and they enjoy their visit in more appropriate manner
(Tesone and Ricci, 2012). This also helps in building good image of the Alton hotel among the users
which results to enhance its sales. These all factors results to boost the satisfaction level of the
customers which leads hotel and theme park to earn more revenue with a good reputation (Rohani
and Nazari, 2012).
On the other hand, the designs of rides and other games of the theme park results to attract
the children. Effective and attractive decoration with the help of lights, flowers and other things
makes a good impression on the guests which leads them to buy the tickets and enjoy the various
rides (Schultz, 2016).
3.2 Effectiveness of internal merchandising materials
Focus of any hospitality industry must be on internal merchandising materials for attracting
customers and providing them best experience of staying there. Merchandising helps in improving
the view, design and layout of the hotel for creating positive impact on the users (Noone, McGuire
and Rohlfs, 2011). Alton Tower Hotel is one of the luxurious hotels which provides premium rooms
having attractive infrastructure to the customers. It uses different things for internal merchandising
such as painting, theme based chairs, tables, beds, various art sculptures, creative lobby, etc. which
helps in attracting people by creating unique image. Alton Hotel has various categories such as
Splash Landings Hotel and Enchanted Village Hotel whose themes and fictional characters such as
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Sir Algenon Alton, Pirate Suites, Ice age suits, etc attracts families and their children to stay and
enjoy the rides of theme park. In addition to it, various styles and decoration of rides attracts users
towards it. The attractive colours, music, colourful lights, horror style designs, forest style design,
etc. catches the attention of people and makes them to enjoythrilling, horror and amazing rides.
Beautiful gardens, flowers, fountains, unique statues, attractive driving school, etc are eye catching
factors of the theme park due to which customers like to visit it once (Top 5 Factors to include in a
Hotel's internal merchandising plan, 2013).
Along with this, Alton Tower hotel also focus on fulfilling the needs and requirement of the
customers by providing them best quality services. The decorative premises used by the firm are as
per the theme which helps them in providing pleasant and user friendly environment. The colours,
designs, painting, art sculptures, etc. are decided as per the theme for giving a different feel to the
visitors so that they can enjoy that unique place. These theme results users to feel like they are part
of that theme and makes them to enjoy to the fullest. Quality services helps in maintaining the good
and effective relation with the customers who increase their trust and loyalty. These all internal
merchandising materials help hotel and theme park in increasing the number of customers and sales.
It also helps in enhancing the brand image, market position and customer satisfaction (Alton
Towers, 2016).
3.3 Different promotional activities according to different scenarios
There are various types of promotional activities which helps hospitality sector in increasing
its sales by creating awareness among the customers about its services and schemes. The main goal
of promotional activity is to rise the sales for increasing the overall margin of profit. These
promotional activities are used by the hotels for boosting the awareness among the targeted
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