The Magic of Retail Marketing

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.