RETAILING Multichannel Marketing Management 6218

RETAILERS ARE REINVENTING THEIR STORES TO MATCH THE WAY YOU WANT TO SHOP!

RETAILERS LOVE IT WHEN THE MAYOR VISITS!

THE VALUE OF RETAILING  Retailing Retailing  Consumer Utilities Offered by Retailing Place Possession  The Global Economic Impact of Retailing Form Time

Which retailer best provides which utilities?

The relative size of different types of retailers

CLASSIFYING RETAIL OUTLETS FORM OF OWNERSHIP  Independent Retailer  Form of Ownership Form of Ownership  Corporate Chain Wholesaler-Sponsored Voluntary Chains  Contractual Systems Retailer-Sponsored Cooperatives

CLASSIFYING RETAIL OUTLETS FORM OF OWNERSHIP Franchising  Contractual Systems  Business-Format Franchises  Product-Distribution Franchises

The top five franchises in the United States

 Self-Service CLASSIFYING RETAIL OUTLETS LEVEL OF SERVICE  Limited Service  Full-Service

 Depth of Product Line Depth of Product Line CLASSIFYING RETAIL OUTLETS TYPE OF MERCHANDISE LINE Specialty Outlets Category Killers

 Breadth of Product Line Breadth of Product Line CLASSIFYING RETAIL OUTLETS TYPE OF MERCHANDISE LINE General Merchandise Stores Scrambled Merchandising  Hypermarket Hypermarket  Intertype Competition Intertype Competition  Supercenter

Stores vary in terms of the breadth and depth of their merchandise lines

Hypermarkets are popular in Europe and Latin America while supercenters are popular in the U.S.

For Lands’ End, intertype competition means that there is competition between various dissimilar retail outlets

Many types of retailers do not have stores

NONSTORE RETAILING  Automatic Vending  Direct Mail and Catalogs

NONSTORE RETAILING  Television Home Shopping  Online Retailing

GOING ONLINE Get Ready to Woot!

NONSTORE RETAILING  Telemarketing Telemarketing  Direct Selling Do-Not-Call Registry

Elements of a retailing strategy

RETAILING STRATEGY POSITIONING A RETAIL STORE  Retail Positioning Matrix Retail Positioning Matrix Breadth of Product Line Value Added

The four positioning strategies for retailers

RETAILING STRATEGY RETAILING MIX  Retailing Mix Retailing Mix Original Markup Maintained Markup  Retail Pricing  Markdown Gross Margin

RETAILING STRATEGY RETAILING MIX  Everyday Low Pricing (EDLP)  Everyday Fair Pricing  Benchmark or Signpost Items  Shrinkage

RETAILING STRATEGY RETAILING MIX  Off-Price Retailing Off-Price Retailing Warehouse Club Outlet Store Single/One-Price Policy Store

RETAILING STRATEGY RETAILING MIX  Store Location Regional Shopping Centers Central Business District  Anchor Stores Strip Location Community Shopping Center Power Center

RETAILING STRATEGY RETAILING MIX  Retail Communication Atmosphere or Ambiance Image  Merchandise Category Management Metrics  Sales per Sq. Ft.  Same Store Sales

USING MARKETING DASHBOARDS Why Apple Stores May Be the Best in the United States! Sales per Square Foot ($) and Same Store Growth (%)

THE CHANGING NATURE OF RETAILING THE WHEEL OF RETAILING AND RETAIL LIFE CYCLE  Wheel of Retailing Wheel of Retailing  Retail Life Cycle Retail Life Cycle

The wheel of retailing: How outlets change over time

The retail life cycle describes the stage of growth and decline for retail outlets

FUTURE CHANGES IN RETAILING  Multichannel Retailers Multichannel Retailers  Managing the Customer Experience  Category Management

MARKETING MATTERS The Multichannel Marketing Multiplier

MAKING RESPONSIBLE DECISIONS GREEN ISN’T JUST A COLOR TO RETAILERS. IT’S A VALUE!

MALL OF AMERICA: SHOPPING AND A WHOLE LOT MORE VIDEO CASE

MALL OF AMERICA 1. Why has Mall of America been such a marketing success so far?

VIDEO CASE MALL OF AMERICA 2. What (a) retail and (b) consumer trends have occurred since Mall of America was opened in 1992 that it should consider when making future plans?

VIDEO CASE MALL OF AMERICA 3. (a) What criteria should Mall of America use in adding new facilities to its complex? (b) Evaluate (i) retail stores, (ii) entertainment offerings, and (iii) hotels on these criteria?

VIDEO CASE MALL OF AMERICA 4. What specific marketing actions would you propose that Mall of America managers take to ensure its continuing success in attracting visitors (a) from the local metropolitan area and (b) from outside of it?

ARE THERE TOO MANY RETAIL STORES? SUPPLEMENTAL LECTURE NOTE RETAILING

FRANCHISING OFFERS OPPORTUNITIES AND FINANCIAL, LEGAL, AND CULTURAL CHALLENGES SUPPLEMENTAL LECTURE NOTE RETAILING