Special Issue Assignment: Retailing Tatiana Tilearcio, Andrea Buccellato, Devina Subedar, Iun Chen, Lijuan Liu, Lolita Tiwari

What is retail marketing? Used to promote a product or service at a fixed location social media presence product placement user-friendly websites customer service advertising mobile applications Used by companies to compete with similar retailers to increase consumer, sales rates, and return on investments

Challenges to the Retail World Weak websites Strict return policies Ineffective cell phone application Limited social media Product placement Ineffective advertising Unsatisfactory customer service

Weak Website No e-commerce (ROLEX, Ford Motor Company, Somerfield Supermarket, Morrisons Supermarket) Confusing layout No filtered searches

Alex And Ani’s Website

No refund Strict return policy Return policy awareness Return Policies

Ineffective Mobile Applications Glitchy Glitchy Limited availability Limited availability Inconsistent with website Inconsistent with website

Limited Social Media Few updates Lack of communication Generic posts

Product Placement Disorganized store layouts Clearance items in front of the store

Generic statements Overpromising Ineffective Advertising

Unsatisfactory Customer Service No responses to online chats or No representative available to picks up phone calls Not enough sales representatives Sales representatives may not be knowledgeable

Achievements in Retailing Good practices in retailing What are the companies doing well?

Find a store near you (availability of product) Compare products Available gift options Product focus on home screen Strong User Friendly Websites

Mobile Statistics 56% of American adults are now smartphone owners. 24% of consumers used a mobile device to visit a retailer’s site over Thanksgiving & Black Friday up from 14.3% in Cyber Monday sales up 30% and mobile sales up 96% since out of 5 consumers use smartphones to shop.

Mobile Applications Coupons and loyalty card available to be scanned in store right from app Discount codes Personalized profile Store locator Push notifications about sales, promotions, and club member points Links to social media

Social Media Statistics Instagram users upload 40 million photos to the site each day 700 YouTube video links are shared on Twitter every minute 43% of US marketers have found a customer through LinkedIn Twitter users send 400 million tweets each day 70% of brands have presences on Google+, up 4% from Q % of US online specialty retailers use Pinterest, up from 81% in 2012 Facebook accounts for 13% of worldwide mobile ad revenue in 2013

Social Media TwitterFacebookInstagramPinterestYouTube

Product Placement In store - Impulse buys near the register. Online – Sidebar recommendations. In store – Attractive window displays and organized sections. Online – Organized, attractive home page.

Alex and Ani

Urban Outfitters

Bed, Bath, & Beyond

Advertising Billboard ads (Times Square/Highways) CommercialsMagazines Window displays

Promotions Statistics 35% of customers visit a store because of a promotion 4% had received a promotion via text message 29% from in-store resources 32% via the mail 27% via 9% in another way

Promotions Birthday gifts Catalogs Rewards programs Refer a friend Direct mail/ Promo code

Macy’s Website

Customer Service Statistics A dissatisfied consumer will tell between 9 and 15 people about their experience. About 13% of dissatisfied customers tell more than 20 people Happy customers who get their issue resolved tell about 4 to 6 people about their experience Attracting a new customer costs 5 times as much as keeping an existing one

Customer Service In store – Sales associates. Online – Instant message with sales representatives. By phone- Phone support customer service

Tatiana Tilearcio, Andrea Buccellato, Devina Subedar, Iun Chen, Lijuan Liu, Lolita Tiwari The End