Special Issue Assignment: Retailing Tatiana Tilearcio, Andrea
Buccellato, Devina Subedar, Iun Chen, Lijuan Liu, Lolita
Tiwari
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What is retail marketing? Used to promote a product or service
at a fixed location social media presence product placement
user-friendly websites customer service advertising mobile
applications Used by companies to compete with similar retailers to
increase consumer, sales rates, and return on investments
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Challenges to the Retail World Weak websites Strict return
policies Ineffective cell phone application Limited social media
Product placement Ineffective advertising Unsatisfactory customer
service
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Weak Website No e-commerce (ROLEX, Ford Motor Company,
Somerfield Supermarket, Morrisons Supermarket) Confusing layout No
filtered searches
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Alex And Anis Website
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No refund Strict return policy Return policy awareness Return
Policies
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Ineffective Mobile Applications Glitchy Glitchy Limited
availability Limited availability Inconsistent with website
Inconsistent with website
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Limited Social Media Few updates Lack of communication Generic
posts
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Product Placement Disorganized store layouts Clearance items in
front of the store
Unsatisfactory Customer Service No responses to online chats or
e-mail No representative available to picks up phone calls Not
enough sales representatives Sales representatives may not be
knowledgeable
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Achievements in Retailing Good practices in retailing What are
the companies doing well?
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Find a store near you (availability of product) Compare
products Available gift options Product focus on home screen Strong
User Friendly Websites
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Mobile Statistics 56% of American adults are now smartphone
owners. 24% of consumers used a mobile device to visit a retailers
site over Thanksgiving & Black Friday up from 14.3% in 2011.
Cyber Monday sales up 30% and mobile sales up 96% since 2011. 4 out
of 5 consumers use smartphones to shop.
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Mobile Applications Coupons and loyalty card available to be
scanned in store right from app Discount codes Personalized profile
Store locator Push notifications about sales, promotions, and club
member points Links to social media
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Social Media Statistics Instagram users upload 40 million
photos to the site each day 700 YouTube video links are shared on
Twitter every minute 43% of US marketers have found a customer
through LinkedIn Twitter users send 400 million tweets each day 70%
of brands have presences on Google+, up 4% from Q4 2012 90% of US
online specialty retailers use Pinterest, up from 81% in 2012
Facebook accounts for 13% of worldwide mobile ad revenue in
2013
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Social Media TwitterFacebookInstagramPinterestYouTube
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Product Placement In store - Impulse buys near the register.
Online Sidebar recommendations. In store Attractive window displays
and organized sections. Online Organized, attractive home
page.
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Alex and Ani
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Urban Outfitters
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Bed, Bath, & Beyond
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Advertising Billboard ads (Times Square/Highways)
CommercialsMagazines Window displays
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Promotions Statistics 35% of customers visit a store because of
a promotion 4% had received a promotion via text message 29% from
in-store resources 32% via the mail 27% via e-mail 9% in another
way
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Promotions Birthday gifts Catalogs Rewards programs Refer a
friend Direct mail/ email Promo code
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Macys Website
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Customer Service Statistics A dissatisfied consumer will tell
between 9 and 15 people about their experience. About 13% of
dissatisfied customers tell more than 20 people Happy customers who
get their issue resolved tell about 4 to 6 people about their
experience Attracting a new customer costs 5 times as much as
keeping an existing one
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Customer Service In store Sales associates. Online Instant
message with sales representatives. By phone- Phone support
customer service
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Tatiana Tilearcio, Andrea Buccellato, Devina Subedar, Iun Chen,
Lijuan Liu, Lolita Tiwari The End
