Identify three unique characteristics of services that may be causing the lack of customers and sales and briefly discuss how these problems could be addressed.

Question

A New Zealand owned retail store called Mystik opened in January this year in the Westfield Newmarket shopping centre (Auckland). It is situated next to Platypus shoes and Starbucks. Mystik sells a variety of sneakers (casual, running, and walking) in different designs and colours, with some eco-friendly options. The store also includes a small caf inside at the back of the store. Mystiks products and caf are targeted to 21-35 year olds. The caf has seating for up to ten people and is operated by two baristas who alternate throughout the day in making a range of hot and cold beverages and serving food and drinks to customers. Throughout the whole week, the cafs seating is never completely full and the highest number of customers they have had at the same time is four customers. Mystiks first and only promotional campaign employed an Artificial Intelligence (AI) influencer to promote their brand on TikTok. However, the stores overall customer visits and sales have been disappointing.

Mystik are seeking your advice as a marketing expert to explain why their current promotional campaign using an AI influencer may not be working. Explain to Mystik the relevant considerations that need to be addressed in their future promotional campaigns and suggest three promotional mix elements that would be most effective in promoting their brand. Justify your choice of promotional mix elements. Another area for consideration for this lack of customers and sales is service. Identify three unique characteristics of services that may be causing the lack of customers and sales and briefly discuss how these problems could be addressed.

Required 500-1000 words. Please do not copy and paste, and be precise.