Ingenious Designs LLC Case Study

Ingenious Designs LLC (IDL) is one of HSN’s top suppliers and business affiliates. There is an immediate issue with the Ingenious Designs LLC website, it is a working URL website address. This is disturbing considering IDL is founded by Joy Mangano, one of HSN’s top brands, inventor of the manufactures JOY products sold at HSN and the president of IDL. IDL is the distributer of many of Joy’s inventions that have become customer picks, such as the Miracle Mop, a plastic mop with interlocking handles that allow purchasers to wring it out without getting their hands wet (JoyMangano.com, 2018), Huggable Hangers, a thin clothes hanger covered in velvet that helps to keep garments from slipping off the hanger helping to keep the closet organized, and organizational travel accessories …show more content…
All reference to IDL leads to Joy Mangano, which on her website, there is no link to the IDL site. Visibility determines how familiar customers are with the retailer (Jifeng, Sulin & Han, 2012, p. 1133). Many of IDL products sold on HSN carry a warranty, the length of the manufacturer warranty varies according to the item. Customers need access to information, and most will turn the website of the business to get that information. Products are replaced when claims are submitted by customers; if the item cannot be replaced, IDL will issue a refund to customers’ HSN shopping account in variables of Spendable Ka$h (an HSN form of in-store credit). A concern would be the inability for customers to reach out to IDL directly, if they are unable to find contact information on their own. As an affiliate of HSN, this is a concern that numerous customers express. Marketing research decisions are based on understanding the preferences, attitudes and behaviors of consumers in a market such as this and aims to understand

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