All Types of Retailers Need to Use Database Marketing

Posted on June 20, 2016 by bermanevansretail
Both small and large firms need to have good customer databases, although their approaches may be quite diverse.
This television interview of Hofstra University’s Professor Joel Evans (from the Zarb School of Business) recently appeared on Fios1’s Money & Main$treet program. The interview was conducted by host Giovanna Drpic. It deals with several aspects of database marketing — from a small firm perspective.
 
 

 

Posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Video Clips (non-career) | Tagged , , , , , , , , , , , , , , | 1 Comment

The Dollar Shave Club: Ads to Drive Business

Posted on June 17, 2016 by bermanevansretail
Over the last several years, the Dollar Shave Club has revolutionized the way that shaving items are sold. Since its inception, the DSC has generated hundreds of millions of dollars in sales. And its success has generated new online competition, include the venerable Gillette brand — which now has its own online shave club: the Gillette Shave Club.
In response to the heightened competition, the DSC has just introduced a new, humorous advertising campaign.
 

 

Posted in Online Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer, Social Media and Retailing, Video Clips (non-career) | Tagged , , , , , , , , , , | 1 Comment

Luxury Products Moving More Online

Posted on June 16, 2016 by bermanevansretail
Online retailing is not just the domain of mass-market retailers. The marketing of luxury brands online is becoming ever more popular. 
Recently, the University of Pennsylvania’s Wharton School published “Selling Luxury: How High-End Brands Are Embracing the Internet”:
“Online shoppers won’t find a price list or an ‘add to cart’ button when they visit the Web site of iconic watchmaker Patek Philippe.  The most prominent visual on the home page is not a limited edition timepiece but a commercial featuring a father congratulating his young son for winning a cricket match. The ad ends with the slogan: ‘You never actually own a Patek Philippe. You merely look after it for the next generation.’”
“Patek Philippe’s online store, where customers can look but not purchase, is certainly atypical of most shopping Web sites. But that’s kind of the point, Wharton marketing experts say. It’s also an excellent example of how some high-end retailers are dealing with a dilemma born of the digital age. How does a luxury brand retain its extravagant feel while catering to the growing horde of consumers who love to shop online?”
Listen to a podcast on luxury retailing with Barbara Kahn, a Wharton marketing professor and director of the school’s Jay H. Baker Retailing Center, and Denise Dahlhoff, research director at the Baker Center. Just click on the image.


 

Posted in Online Retailing, Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer | Tagged , , , , , , , , , | 2 Comments