Aeropostale a clothing retailer has contracted with Communispace to run a private community composed of engaged customers of their brand 

a 2 pts What are two differences between a traditional focus group and Communispaces service 

b 2 pts Communispace has uncovered that Aeropostales customer base is less differentiated by demographics and more by the attitudes and opinions that they hold and how these connect with brands they want to buy Name one advantage and one disadvantage of demographic segmentation as compared to psychographic segmentation 

c 2 pts Suppose Communispace also finds that customers prefer to visit the Aeropostale store to try clothes but prefer to make their purchases online Discuss how Aeropostale could leverage this insight and adapt their positioning in the clothing marketplace 

d 2 pts Another insight from Communispace is that launching a loyalty program may help with customer retention 

Lets say Aeropostale launches a new loyalty program called ClubA in which members can earn rewards based on dollars spent Management is excited to find that people who become ClubA members spend more per month compared to before they joined ClubA and concludes the loyalty program is effective Explain whether or not you agree with this conclusion 

e 2 pts Communispace also identifies that fast fashion with rapid changes in store merchandising is now what customers want similar to stores like HM and Forever 21 However Aeropostale is considered to have a more classical image of the same kind of clothes over time 

Do you think Aeropostale should change its positioning to be in line with new trends in fast fashion or stick to its original positioning? Support your choice with your reasoning.