Retail Marketing Introduction and overview “Today’s shoppers want the total customer experience: superior solutions to their needs, respect, an emotional connection, fair prices and convenience. Offering four out of five pillars isn’t enough; a retailer must offer them all” (Berry 2001)
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Retail Marketing
Introduction and overview “Today’s shoppers want the total customer experience: superior solutions to their needs, respect, an emotional connection, fair prices and convenience. Offering four out of five pillars isn’t enough; a retailer must offer them all” (Berry 2001)
Marketing: integrating the retailing effort
(McGoldrick 2000)
Top 10 global retailers Company
Country of Origin Rank
2006 Retail Sales
(US$mil)
CAGR 2001-2006
Wal-Mart US 1 345.0 11.1 percent
Carrefour France 2 97.9 2.3 percent
The Home Depot, Inc US 3 90.8 11.1 percent
Tesco UK 4 80.0 12.5 percent
Metro Germany 5 74.9 4 percent
The Kroger Co. US 6 66.1 5.7 percent
Target Corporation US 7 59.5 8.3 percent
Costco Wholesale Corporation US 8 59.0 11.6 percent
Sears Holdings Corporation US 9 53.0 8 percent
Schwarz Unternehmens Treuhand KG Germany 10 52.4 12 percent
http://www.interbrand.com/images/studies/
85_Interbrand_Best_Retail_2009.pdf
ESSENTIAL READING
Graduates and retailing
“Managerial skills and competences are
critical determinants of a retailer’s ability to
operate successfully in a highly turbulent
environment” (Dawson 1995)
“The retail sector has some of the most
innovative and successful companies in the
world yet it is only recently that retailing has
become recognised as a true profession”
(Jennison 1997)
Could this be you? Guess who?
Area Manager
Are you a born leader? Do you have the drive and strength of character to help
shape the global success story?
As we expand throughout Europe, North America and Australia, our reputation
is growing, but our guiding principles remain constant.
The most important element in achieving this is having the right people, which is
why we attach such importance to our employees and their development. We're
looking for the best individuals, the brightest of their generation; we expect a
great deal from them and offer something very special in return.
We offer an individual training plan that's designed especially for you, a
market leading package and fantastic prospects:
£40000 plus a fully expensed Audi A4 rising to £63500 plus pension,
private healthcare, life assurance, five weeks’ holiday and opportunity for
directorship within five years. Opportunities nationwide.
Retailing defined
“The sale of goods and services to the ultimate consumer for personal, family or household use” (Cox and Brittain)
“The sale of articles either individually or in small numbers, directly to the consumer” (Freathy)
“Any business that directs its marketing effort towards satisfying the final consumer based upon the organisation of selling goods and services as a means of distribution” (Gilbert)
“The sale of goods and services to consumers for their own use” (McGoldrick)
Scope and purpose of retail marketing
Understand customer values
Create a retail offer that satisfies these values
Communicate these values to the target audience
Create a retail format and experience that delivers these values
Manage the process to ensure maximisation of customer value