Retail and mail order: Retailer advertising (specifi...

 

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 ...

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 ...

This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation. Newspaper adve ...

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics. This strategy helped to see off the competitive ‘grocery giants’ ...

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 ...

IKEA decided to take a stand against the ICFF to boost awareness & brand perception in NYC. Using guerilla installations of furnishings around the city like couches in bus shelters, we demonstrated ho ...

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 ...

Belgium's home furnishings market is very fragmented: independents account for 85% of the turnover, while chains like IKEA only account for 7%. IKEA wanted to reverse this trend and become more social ...

In 2002 the 101-year-old Walgreens, owned by Walgreen Company, was the number one drugstore chain in the United States with annual sales hitting $28.68 billion. That year it filled more than 361 milli ...

In a bold move designed to attract an upscale clientele and garner widespread media attention, the Target Corporation purchased all of the advertising space in the August 22, 2005, issue of the New Yo ...

With more than 860 stores and sales of $20.4 billion, Minneapolis, Minnesota-based Target in 1998 pursued a broad-based advertising and marketing effort designed to further an upscale image and brin ...

In 2003 Carlson Chevrolet Co., Inc., a Chevrolet car dealership located in Sandy, Oregon, just a few miles southeast of Portland, represented the Chevrolet-selling half of the Suburban Auto Group. On ...

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the t ...

By the 1990s Sears, Roebuck & Co. Company, a massive retail chain selling thousands of products, was in serious trouble from the loss of market share to big-box stores such as Wal-Mart, Targe ...

The valued-focused Old Navy apparel brand was an immediate hit when it was introduced in 1994 by San Francisco parent company and national clothing retailer Gap, Inc. Old Navy made a name for itself w ...

In only its second year of national television advertising and its fourth year in existence, Old Navy clearly announced its arrival as a major marketer by securing a spot on the final episode of ...

OfficeMax Inc., the third largest chain in the office supplies superstore category, faced the difficult task of differentiating itself from larger rivals Staples, Inc., and Office Depot, Inc. In late ...

In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold ...

According to Forbes magazine, Internet and catalog shoe shopping was a $2 billion business in 1999. Clothing retailer Nordstrom, Inc., which had launched an Internet subsidiary—Nordstrom.com&#x ...

In 2000 Nordstrom was an aging retailer with an identity crisis. Its core customers—baby boomers—continued to rely on the chain's classic merchandise and top-of-the-line custome ...

In 1994 Kmart Corporation came close to bankruptcy. In October of that year the company—then the second-largest retailer in the United States—posted its seventh consecutive quarterly d ...

In 1997 Kmart Corporation wooed Martha Stewart back. She had taken the position of Kmart lifestyles consultant and Home Division spokesperson in 1987 but had, according to Stewart, been alienated th ...

The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost inte ...

In 2002 IKEA was the world's largest home-furnishing retail chain and had just released plans to open 60 to 70 new stores across Asia, Europe, and North America. Although most people in U.S. me ...

Hollywood Entertainment Corporation hurtled into 1998 at a screaming expansion pace for its chain of Hollywood Video retail stores—the company planned to open more than 353 new stores in 1998 t ...

In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign. Developed by New York adve ...

In 1999 Gap Inc., with a reputation for offering consumers affordable casual clothing basics such as khakis, jeans, and T-shirts, shifted its marketing focus to teen shoppers. To attract teens to its ...

Gap, Inc. was established in 1969 with the purpose of selling one product: Levi's jeans. In 1991 Gap cut its ties with the Levi's brand and limited its merchandise offerings to Gap� ...

On April 23, 1998, Gap Inc. launched a global advertising campaign for its chain of nearly 1,600 casual-clothing stores. This campaign, created by Gap's in-house agency, Gap Direct, focused o ...

As Gap, Inc., approached its 35th birthday in early 2004, the 1,500-store chain was experiencing an upswing in profits and sales, reporting steady increases since 2002. First-quarter profits in 2004 ...