Transcript
The Magic of Retail MarketingBy Janeen VurroBUS 336 Marketing StrategyInstructor: Timothy MaloneWeek 2 Assignment9/5/2015
Getting Your Attention
• Visual• Audio• Aroma• Color• Touch• Taste
http://3.bp.blogspot.com/_3je-SWHM5Cs/TFiSH0jRe4I/AAAAAAAAARk/En44V-51rXQ/s1600/Attention.gif
Market Segmentation
• Age• Gender• Race• Life style• Geographic Location
http://www.thinksales.co.za/wp-content/uploads/2014/03/Exponential-growth-through-market-segmentation_Sales-management-strategy.jpg
Browsing Through MacArthur Mallhttp://malldatabase.com/sites/default/files/mall/photo/MacArthur%20Center%20(2).png
First stop at the MacArthur Mall
• Visual- latest trends up front
• Audio- Hip hop music• Color- Many different colors to fit any want
• Touch- Clothing displays were set up to be touched
• Segments- Age teen-25, Skaters, Middle class
http://www.malls.com.images.1c-bitrix-cdn.ru/upload/resize_cache/iblock/19a/550_412_18770f3828b088159f747f14acd6eb0b3/19afc5b3cd7f89a916899f603297a90d.jpg?143034862778259
Exploring Dillard’s
• Visual-Light up, Focus on Estee Lauder
• Smell-Perfume scents• Audio- Calm alternative type
of music• Color- Yellow in the entrance• Touch- Many items were
accessible to touch• Segments- Women, Families,
Middle to upper classhttp://s3-media1.fl.yelpcdn.com/bphoto/lhBN0mddqC1lUKnokXS7eQ/348s.jpg
Taken by the Aromas
• Visual- Neat, color coordinated, organized
• Audio- Classical music• Aroma- Sweet smells of all
the teas• Taste- Free samples of some
tea brands• Segments- Middle and upper
class, 25 plus http://lh5.ggpht.com/-w6_20vCxYT4/UOQ7EFnIY4I/AAAAAAAAEV0/ox_LK4SDTt8/imageskjh_thumb%25255B2%25255D.jpg?imgmax=800
Spruce Up Your Feet
• Visual- Brand organized, can see almost everything from the outside, colorful
• Audio- Hip hop music• Segments- Middle to upper class, teen-mid 20s, male
and female
http://media.journeys.com/images/c9/1_3205.jpg
Sport Fans
• Visual- Football merchandise up front, neutral colors, categorized by different sport
• Touch- Displays consisted of many unique sporting goods easy to touch
• Segments- Middle class, men, 16 plus
http://www.pembrokemall.com/media/1287/1st-Down-Sports-Store-Front.jpg
Accessorizing
• Visual- Organized, lite up• Audio- Pop music• Touch- All displays were
very inviting• Segments- Teens to early
20s, females, mothers, under class to moderate class
http://images.taubman.com/www.shoptwelveoaks.com/asset/get/3055
Where Price Beats Brand
• Visual- Easy set ups, simple displays, organized
• Aroma- That new shoe smell
• Audio- Alternative music, calming
• Segments- Mothers, families, lower to moderate class
Payless
http://www.ynetnews.com/PicServer2/24012010/3153167/7_g.jpg
MacArthur’s Target Market
• Men • Women• Teens• Families• Middle class• Upper class• Lower class
http://cdn.business2community.com/wp-content/uploads/2014/06/target-market.jpg
References
Clarke, D. W. (2012). The sensory retail environment of small fashion boutiques. Journal of Fashion Marketing and Management, 492-510.
Cravens, D. W. (2009). Strategic Marketing (9th ed). Boston: McGraw-Hill.
Klosowski, T. (2013). How Stores Manipulate Your Senses So You Spend More Money. lifehacker.
O'donnell, M. F. (2006). Just browsing at mall? That's what you think Retailers set lures that appeal to all the senses. USA Today, B.1.
Richard F, Y. (1993). Using Store Music for Retail Zoning: A Field Experiment. Advances in Consumer Research, 632-636.
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