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Marketing Strategies for online and offline retail stores
Transcript of Marketing Strategies for online and offline retail stores
The model consists of six parts, namely
• shopping goal
• latent demand
• reservation prices
MARKETING STRATEGIES FOR ONLINE AND OFFLINE RETAIL STORES
NOW selling competition become more and more fierce. Consumer have option and sale channel to purchase goods more than before, This is the reason for business owner are paying attention on online store. The idea is for cover all the sale channel especially today online retail store become "must have" feature.
Method : Survey
Kiehl's was founded over 150 years ago
Today, Kiehl's is dedicated to giving customers quality skin care and hair care products based on the most advanced science and utilizing unique, natural ingredients.
Assume a firm offers equal prices in both channels.
BUT The online channel will become more interesting, because of its features like convenience or home delivery, cheaper. Although both prices are equal the online channel attracts consumers from the offline channel because of the “cheaper feeling”.
return product in 28 days
Social media make customer more close to a brand.
Also change concept idea and customer review about product.
Find that retail businesses generally fall into one of three defined categories when it comes to their current ability to define their in store value with respect to service provision, with the majority of retail businesses falling vd
The foundation of a successful online to offline begins with retailers being able to truly define and promote their in store value; giving consumers compelling reasons to come in store whether that be based on
Excellence in customer service
A personal customer experience create customer loyalty
Specialist knowledge acquisition
Learning or classes Or all of the above
conjoined with demographic measures like
household size and
should be predictors of online shopping. A demographic concerning online service switching higher income and higher education is related to a consumer’s propensity to continue a service.
convenience goods : bought frequently immediately .
shopping good : where consumers compare products on the basis of price, quality, style and utility.
specialty goods, : which are unique brands
unsought goods : consumers are not aware of buying and do not know product exactly well
If customer enjoy shopping they may value high value for money. On the opposite if they dislike they appreciate a fast check out,
5 topic goal for shopping
quest for self affirmation,
quest for symbolic meaning,
quest for social interaction and
reliance on schemes.
This part are dealing with consumers balancing different “soft” aspects of the sales channels against each other.
This includes issues like
need for personal interaction
and need to feel , touch and smell.
Normal & Urgent
In the survey respondents were asked to give answers regarding books, smart phone and clothes. Books, clothes and smart phone represent “centers” of three distinctive clusters.
Books could be attributed to commodity-like goods
clothes to look and feel goods
smart phone to quasi-commodity ,be utilized.
1. Age , Gender, Income, Occupation etc.
2. Name the price they usually pay for the products.
3. Their favorite shopping channel and why?
4. The maximum price they would willing to pay.
5. compelling reasons to buy
Then rank different marketing strategies according to their demands
Collect the data and use data to rank the different marketing strategies according to theory
According to theory : Can use the information to build questionnaire
Questionnaire making according to theory by represent “centers” of three distinctive clusters " Book , Cloths , Smart Phone."
From data explanation by diagrams and words to disclibe under theory strategies
For the non-famous brand can't push the price too high.
Perfumes and Clothes, tend to display higher prices in the offline store because consumers are able to assess, touch the quality a priority offline