Retailers, retailing: Retail marketing

 

Wal-Mart is the biggest retail company in the world. For a company of that size, with an international reach, there are always questions about the benefits standardising versus adapting business proce ...

Inditex recently replaced Gap as the world's largest clothing retailer, not least because of the success of its flagship 'fast-fashion' chain Zara, which has built its success on providing consumers w ...

Online retail is continuing to grow apace (by 21% in the US last year, to $175bn), so will brands need to offer a physical retail presence in the shopping mall for much longer? Using Apple's i-Phone a ...

Retailers in tough markets must cultivate their brands. This paper argues that the level of bonding between customers and a retailer's brand is a greater driver of long-term sales than advertising cam ...

This article claims that most consumers make their brand purchasing decisions instore, and then very quickly. As such, increasing proportions of marketing spend are going into promotion at the 'moment ...

This article describes and discusses the benefits of mystery shopping. These include improvement in customer service, greater staff engagement and, therefore, retention. Ideally, it should inspire sta ...

This article discusses Tesco's plans to expand in the US West Coast. It argues that many other companies, and especially retailers, have failed outside their home countries, and that the stakes in the ...

It is no longer the case that shopping at a low-cost store indicates poverty; smart consumers have come to realise that price is not always an indicator of quality, as premium-priced products may be m ...

This article describes 'Shopper Impact', a research tool for testing in-store promotion and marketing activity, based on virtual simulation. It starts with a report from a survey showing the extent to ...

This article describes the ways in which ambient media, through new technology, is creating better consumer engagement at point-of-sale. Marketers can communicate with shoppers in three ways: directly ...

In this article, Judie Lannon interviews Tim Mason about the development of fresh&easy, Tesco's supermarket venture in the American south west. Among other matters, they discuss the differences betwee ...

Stephan Butscher and Javier Christie, from Simon-Kucher & Partners, argue here that consumer goods companies use their customer trade funding (deals, discounts, overriders, trade promotions, rebates e ...

This article discusses three US brands - Quaker Oats, SmartShop and Tommy Hilfiger - to illustrate how they are all seeking to improve the retail experience for shoppers. This includes adaptation for ...

Retail consultant Ko Floor believes that for a retail brand the store itself is the most important communication tool. This is not to say that media advertising is unimportant, but it does work differ ...

This case study is an edited version of the winning submission for the Marks & Spencer campaign in the 2006 IPA Advertising Effectiveness Awards. The case history is exemplary as an example of how to ...

This paper outlines work done to determine the success of a new category segmentation and layout trial. Results are based on in store research with shoppers and sales modelling techniques. Setting cle ...

This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retai ...

Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution. In evaluating category reach, however, we must take int ...

This paper argues that the category management initiative, as a whole, has not unfolded as was expected 15 years ago. With the benefit of hindsight, it is unlikely that it would proceed in such a fair ...

This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across f ...

Supermarkets are relatively advertising-free. This paper argues that if store layouts are designed around how shoppers actually browse, then advertising and other means of influencing buying decisions ...

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store lay ...

John Lovering, the chairman of Debenhams and Somerfield, tells how to be a winner in retailing. Current pressure on retailers are intense: the government's only approach to helping is more regulation. ...

The diamond industry is in a crisis, billions of pounds in debt and with both prices and demand largely static. Despite the best efforts of industry giant De Beers to reverse this trend, this article ...

Smart cards make purchasing easier, quicker and more secure for consumers. They also have huge potential benefits for retailers – purchase times are 28% faster than cash and 42% faster than payment ca ...

In order to make informed growth decisions, it is helpful for retailers to be able to find consumers in the population who “look like” their current customer base. Insight Research Group conducted thi ...

Modern trade retail chains and their private labels are some of the most visible elements of the transformation in Central and Eastern European countries in the last 15 years. This paper describes the ...

This paper examines the impact and potential of in-store new media from the shopper perspective. There has been considerable press coverage in the United Kingdom of the in-store TV trials being conduc ...

This paper provides a detailed case study of a store performance tracker designed and implemented in the United Kingdom. The authors will argue that UK supermarket retail is currently a uniquely compe ...

The paper describes a down-to-Earth approach to optimising a retailer’s product assortment in key product categories by the combined analysis of the retailer’s internal sales information and external ...