...integrity is diluted on the Internet because of the ability for everyone to have access to these luxury products. The second dilemma concerns whether or not the sensory nature of the luxury shopping experience can be translated onto the Internet. And the third deals with the Internet’s inherent ubiquity and whether that compromises the exclusivity of what luxury brands stand for. Finally, existing literature is used to demonstrate how to measure service quality on the Internet as well as propose web site design issues faced by online retailers. The following section, Section V, describes the research method used in this study to explore how well the design of luxury e-stores meets customer expectations, while conveying the luxury consumption factors without the sensory aspects of a traditional store. The results of this study show that luxury e-stores have a long way to go in terms of replicating the sensory luxury shopping experience onto the Internet. The research suggests that luxury retailers get a better understanding of their consumer’s expectations for an online store to better integrate their offline and online platforms. II. Introduction The combination of the luxury goods market forecast to grow in most of the world this year and the increasing penetration of Internet use...
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...HomeGoods, a TJX Company: Evaluation and E-commerce Recommendations Table of Contents Abstract…………………………………………………………………………………… 3 Home Goods, a TJX Company, E-Commerce and Recommendations………………....... 4 Home Goods Current Use of the Web……………………………………………………. 4 Web Design Analysis ……………………………………………………………………. 5 What Works………………………………………………………………………. 6 Recommendations for Improvement……………………………………………… 6 Web Use for Future Growth …………………………………………………………….. 7 Strengths…………………………………………………………………………... 7 Weaknesses………………………………………………………………………... 8 Opportunities…………………………………………………………………….... 8 Threats…………………………………………………………………………….. 9 Ethical Considerations…………………………………………………………………….. 9 Conclusion………………………………………………………………………………… 10 References…………………………………………………………………………………. 11 Abstract Founded in 1992 and with more than 400 stores now nationwide, HomeGoods prides itself in finding one-of-a-kind, discounted home décor merchandise. HomeGoods offers a variety of products from “around the world, such as giftware, home basics, table-top, accent furniture, lamps, rugs, bath and bedding, decorative accessories, children's furniture, seasonal merchandise, and wall décor.” With weekly shipments, HomeGoods huge stores are constantly changing with merchandise. Their consumers come for the hunt. HomeGoods website is carefully designed with inspirational photos and decorating ideas, but it does not offer online shopping. Although it is very interactive, it can drive its...
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...Besides supporting sales or creating a corporate presence, what are some other ways within the promotional mix that the Internet can support marketing efforts? The internet has a software capability that allows the tracking of customers and which sites within the company’s website is most used, what is most frequently visited, read, watched, etc. This way, the company can determine their most effective marketing/advertising design. Then, they are able to use more of that advertising or more of the particular subject in their advertising. Also, the internet is able to link to other company’s websites or “partnering”. This way, companies that are independent of each other are able to advertise on their websites, to a common target market. For example, Urban Outfitters, a modern clothier, has links on their website to Starbucks coffee, where many of their customers frequent- and sometimes offer coupons for Starbucks for buying clothing items. What are the factors that could encourage a traditional retailer to invest time and money in developing a Web presence and site? One main reason a traditional “brick and mortar” retailer should invest time and money into developing a Web site is the initial cost. Unlike a traditional brick and mortar storefront, a Web site’s develop cost requires much less capital. Also, a Web site is a great way to market a brick and mortar store exists, allowing people to view the store on-line, get directions and have the option from ordering products...
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...http://www.WebSiteMarketingPlan.com Marketing Plan Example Based on methods in the marketing plan and Web promotion guide How Much For Just the Spider? Strategic Website Marketing by Bobette Kyle, ISBN 1-59113-113-8 http://www.HowMuchForSpider.com/TOC.htm Copyright © 2002 - 2005 Bobette Kyle, WebSiteMarketingPlan.com 8050 Watson Road, Suite 315, St. Louis, MO 63119 http://www.websitemarketingplan.com All rights reserved. You may share this document with others as long as you keep the entire document intact. 1 Copyright © 2002 - 2005 Bobette Kyle All rights reserved. Based on methods in How Much For Just the Spider? http://www.HowMuchForSpider.com/TOC.htm Marketing Plan Example http://www.WebSiteMarketingPlan.com This not the kind of sample marketing plan you had in mind? Then take a look at this marketing plan software, with integrated samples to help write your plan: http://www.WebsiteMarketingPlan.com/mplan/software 1 Copyright © 2002 - 2005 Bobette Kyle All rights reserved. Based on methods in How Much For Just the Spider? http://www.HowMuchForSpider.com/TOC.htm Marketing Plan Example http://www.WebSiteMarketingPlan.com A Retail Business Example: Arlington Accessories and More To demonstrate the marketing plan development process detailed in the book, throughout this booklet I develop a sample Web site marketing plan for a fictional retailer. "Arlington Accessories and More" is an independent retail store in Chicago’s Northwest suburbs. (The business...
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...Case Study # 1 FM 212-Section #: Case Studies in Fashion Marketing Spring 2015 Monica Allen 03/16/15 Professor Kohan Case Study: A Step 1: The Growth of Fast fashion has resulted in large amounts of disposable clothing, which is environmentally unsustainable especially with continuation. Step 2: * Fast fashion retailers are a Major part of the current fashion chain. * The world’s supply of women’s clothing is at least 7 times that of men’s. * The price of disposable clothing makes it very tempting to young female consumers as well as easy to dispose of. * Fast fashion makes it easy for the consumer to wear an item once and discard of it to buy a replacement. * The current raise of consumerism in the United States and Europe will result in the exports of used clothing in other countries to increase. * Fast Fashion is being made at a fast speed overseas in large quantities for very cheap. * Disposable clothing is being created quicker than they are being recycled. * The demand of synthetic textiles has doubled, Not only that the process in which the textiles are created is energy-intensive. * Textile waste is filling up landfills in large amounts. * Cotton is the most widely used fabric in the world. Growing cotton requires large amounts of harmful pesticides. * Chemicals used in growing highly demanded natural and synthetic fibers are classified as hazardous by the World Health organization. Step 3: 1.Government has...
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...ScwartzRetailing –Marketing 327 Fall 2015 – Dr. Denise T. Ogden 10/12/15 | | Target Retail Analysis | | | | Arpit Minhas, Tim Gaugler, Christopher ScwartzRetailing –Marketing 327 Fall 2015 – Dr. Denise T. Ogden 10/12/15 | Introduction Target Corporation is one of the largest retailers and mass merchandiser in America. According to the National Retail Federation (NRF), Target falls in the top 10 companies out of the top 100 companies in America falling at number 6. Target offers everyday necessities, fashionable merchandise, home essentials and many more offering pricing at discounted levels. As one of the major retailers in America, target provides an opportunity for success by providing an exceptional guest experience, licensing departments and diversity in all parties involved. Targets purpose is to make everyday consumers make all target retail locations their number one preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional experiences. In this analysis of Target Corporation we will discuss the areas of retailing activities. We will go in depth on how Target Corp. began into the one of the largest retailers in America by discussing a brief situational analysis providing information on Target’s sole mission to consumers, their distinctive retail strategy and to whom this successful strategy is targeting and as well their other monsoon competitors in the industry. We will provide information relating...
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...American retailer of women's wear, lingerie and beauty products, that has a huge brand recognition and it's well established as the leading retailer in its category around the country. It first opened in 1977 and operated the catalog system, mailing orders, but like many other retailers have done, it launched a Website to operate business directly with customers, on December 4th, 1998. This case study provides general information on how the Web site Victoriassecret.com operates their sales and marketing strategies. Victoria's Secrets Revenue Model The Web site was launched to strengthen and support the Victoria's Secret brand to exceed sales goals, and they use the Web Catalog Revenue Model, where they take advantage of the reputation of the brand, which is a very recognized intimate apparel brand, with sexy supermodels, top photographers and bold advertising, successfully adapting their catalog sales model to the Web, allowing customers to place order through the Website or by telephone. This way the company supplement their long time mail order system. In the Web site they display photos of clothing with their prices, colors, sizes, and availability in their stock. The customers can check the styles very carefully, the fabrics (as they provide a close up in the photo), and they even receive recommendations based on their choices, which makes it easier for them to choose from more options, and widens the chance for the company to complete a sale. Web Presence The...
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...To: From: In Reference to: E-Commerce at Wal-Mart: The Future Success or Failure · E-commerce leads to large profits · Our core values are exemplified through e-commerce · 1999 was a pivotal year in Wal-Mart e-commerce · Before 1999 Wal-Mart.com was underperforming · Our companies target audience became major e-commerce players in 1999 · Wal-Mart.com lowered customer-borne transaction costs · Already established distribution channels allow for a competitive edge · Market power more easily obtained due to ability to drive down prices · Ease of delivery and return allowed for greater interest over competitors · Partnerships with experts in the field of direct delivery boosted efficiency and understanding of e-commerce shipping · Diversifying through e-commerce reduces potential market volatility · Storage warehouses can lead to large savings with seasonal/miscellaneous items through e-commerce · Millennials are turning to online outlets rather than “brick and mortar” · International sales growth possibilities are vast · Lower need for physical retail outlets will lead to greater profit margins due to reduced expenses Wal-Mart has grown to be, over the year’s one of the largest retail companies in the world. From humble beginnings in 1962 to the global supergiant we have become today it is important to understand the steps that have led to the overall success of the company, while not falling into the same traps and learning from our mistakes as a company...
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...LT1 Communication Consultants wants to thank Tate Limited for the opportunity to expand their market presence through the addition of a new electronic commerce unit. Adding an EC unit to an existing business model is a start-up function that is best addressed through the following steps: • Identify the consumer need in the marketplace • Investigate the opportunity • Determine the ability to meet the need Tate Limited wishes to augment its current brick-and-mortar, retail business model with an EC unit. As was addressed earlier with LT1’s assessment of Tate’s design team communication model, your primary competitors (Columbia Sportswear and The North Face) have already addressed the need for collaborative communications within their design teams. It should come as no surprise that Tate Limited is trailing its competitors in overall sales. Product quality is not in question. Tate’s outerwear designs are leading edge and rival anything competitors produce. The problem is in their access to a much larger customer base through their Internet sales site as compared to Tate’s reliance on its retail model alone to drive its revenues. LT1 has identified a consumer need that your competitors do not currently meet – using social networking to increase customer loyalty. The first step in our business plan is to increase your company’s website sophistication from that of an informational site with basic interactive features to a fully interactive site as a precursor to launching a transactional...
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...Promoting products on the Web is different from using media promotion or personal contact. Assume that you want to explain these differences to a person who is planning to open a Web site that will sell snowboarding vacation packages. Write one paragraph about each approach (mass, media, personal contact, and the Web). In each paragraph, explain the advantages and disadvantages of the approach for the snowboarding vacation package Web business. Answer: In the personal contact model, the firm’s employees individually search for, qualify, and contact potential customers. This professional contact approach to identifying and reaching customers is sometimes called prospecting. In the mass media approach, firms prepare advertising and promotional materials about the firm and its product or services. They then deliver these messages to potential customers by broadcasting them on television or radio, printing them in newspaper or magazines, posting them on highway billboards, or mailing them. The Web gives you flexibility to use a one to one model (as in the personal contact model0 in which you communicate over the Web with an individual working for the seller, or engage in many to many communications with other potential buyers. The defining characteristic of a product information search on the Web is that the buyer actively participates in the search and controls the length, depth, and scope of the search. RQ2. In two paragraphs, explain why a customer-centric Web site is so important...
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...E-Tailing Abstract For e-commerce, or e-business “…the e stands for ‘electronic networks’ and describes the application of electronic network technology” which can include the internet or other electronic data. “E-commerce covers outward-facing processes that touch customers, suppliers and external partners, including sales, marketing, order taking, delivery, customer service, purchasing of raw materials and supplies for production and procurement of indirect operating-expense items, such as office supplies. It involves new business models and the potential to gain new revenue or lose some existing revenue to new competitors. It's ambitious but relatively easy to implement because it involves…suppliers or intermediaries such as Web-based marketplaces; and integration of technology with modestly redesigned processes for order handling, purchasing or customer service. E-business includes e-commerce but also covers internal processes such as production, inventory management, product development, risk management, finance, knowledge management and human resources.” (Bartels, 2000) Electronic-network retailing, or e-tailing, is how a firm retails or sells its products or services via the internet. It is a subset of e-commerce and includes many of the multifaceted layers of e-business. This essay will give an overview on the current state of e-tailing. It will examine the critical success factors, advantages and drawbacks, size, growth trends, and areas of consumer products...
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...Google Presence online as well as in brick and mortar Online retailing can be defined as the act of providing and selling of goods and service through the internet. This is differentiated from brick and motor retailing which presents itself into a physical building and other structures. Brick and mortar retails are firms that do have a physical presence and offer a face to face customer experience through the provision of physical shops for customers to visit and shop directly. Retailers have realized recently the need for incorporating both online and brick and mortar retailing as it provides greater experience both to the retailer and their customers. Over the past years Google has always been an online retail where it had no physical presence or structure that their customers could visit and shop directly. Recently we have seen google moving and establishing their physical shops by realizing that physical shops presents itself as one of the biggest assets (Agnihotri, 2015). Nowadays consumers have the ease and can conveniently search the web for any product of any company, and given the that most retailers have incorporated both the online shopping and at the same time having a physical presence, google can no longer rely solely on online trading to maintain and win a greater market share. Google has been successful through integrating both online retail as well providing physical shops, in the sense that physical shops provides a better customer service through face to...
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...a business can make. Suppliers definitely have a direct control on the price and some also do price control to keep their selling continue. How to go about the price control? The influence of the suppliers is exhibited by MSRP, MAP and the Wholesale Cost. MSRP or “Manufacturers’ suggested retail price” is the rate determined by the suppliers for the retailer to sell their products at. But it is also true that no retailer sell at MSRP. Then, comes the Wholesale Cost, which is the price of the product you buy from the supplier. MAP or “Minimum Advertised price” is the threshold or the minimum amount set by the supplier for the retailers to sell their products at. If you tend to go below the determined MAP rate, you may harm your relationship with the supplier. It is assumed that around 99% retailers have the same product with them as you do as far as the MAP is concerned. MAP is the safest option for both the suppliers and the retailers. Suppliers can keep their brands strength alive while retailer can get their profit. In case any retailer doesn’t fulfill the MAP requirements, he may start losing money whereas, other retailers can...
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...As consumers, we appreciate convenience, competitive pricing, and instant gratification when it comes to shopping. Target Corporation is a general merchandise retailer that has done a good job giving consumers what they want via their retail stores. They began as a traditional brick-and-mortar store and quickly expanded, adding stores across the country along with a strong internet presence to support their stores. Their largest competitors are both internet and brick-and-mortar stores, which has created some difficulty for them in terms of focus. In order for Target to reach their full potential and realize significant market gains, they will have to expand their internet business by setting themselves apart from their competitors. In doing so, Target will be able to build a stronger customer base online, and ensure relevance in the heavily web-focused future. Target first opened its doors in Minnesota in 1962 with a focus on convenience and competitive pricing. Today, Target has nearly 1,800 stores across the United States and 127 stores in Canada. Their original focus on pricing and convenience still remains Target’s focus today, with their current slogan being “Expect More. Pay Less” (Corporate Fact Sheet, 2013). Target is a discount retail store that sells groceries and a wide range of merchandise and household goods while priding themselves on innovation. The US Department of Labor describes the industry as “unique in that they have the equipment and staff capable...
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...620 Managerial Marketing Pamela Gordon April 03, 2012 Digital and Physical Spaces Having a digital and a physical presence for an organization is necessary in order to reach potential market segments. Theoretically, organizations must determine if the need for internet or new-economy based strategy is necessary. While some organizations may need to establish a physical presence, others may choose to offer their products online due to availability of new economy marketing strategies. Economy Based Marketing Strategies The availability of new economy based marketing strategies allows organizations (who are location based) to create an online presence. Fortunately, this allows them to adapt to changes in the way organizations communicate with customers. For instance, Apple first started out with retail stores and eventually created app stores. One article states: Apple Stores/iTunes come in at No. 7 this year. Nationwide brand recognition and devout customer loyalty for its line of mp3 players, smart phones, computers and tablet devices has helped boost both in-store and online hardware and download sales. Apple Stores/iTunes' sales grew 32.3 percent in 2010 (Anonymous, 2011, para. 7). Communicating with Customers Like Apple, many organizations opt to create an online presence. Creating an online presence makes communicating with customers easier. For example, new applications allow organizations to reduce costs while creating a way to allow customers...
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