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Kate King

Study: Omnichannel shopping varies by category and country; most prevalent in U.S. - 4 views

www.chainstoreage.com/...441706

mk473 omnichannel

shared by Kate King on 07 Oct 13 - No Cached
  • anonymous on 08 Oct 13
     
    This article completely parallels what you have been stressing in class about making omnichannel shopping as cohesive as possible. Not only does the store have an expected image to fulfill, but if the store is utilizing a virtual app in addition to an online website, the channels need to work in harmony to achieve the same desired outcome. It is evident that different consumers have different buying preferences and habits, so it is important that no matter where the consumer is deciding to buy that the channel has a cohesive image that represents the overall brand as whole.
  • ...1 more comment...
  • Angelo Csuti on 08 Oct 13
     
    Yes, I am really curious about the next years and how far this whole e-commerce trend goes. Especially in Asian countries like Japan or Korea, where technique is always an important topic and Omnichannel shopping is also on the rise. It would be interesting to see whether they are going to surpass the US and western countries at some point or whether they stick to their traditional way of shopping.
  • meganbos on 08 Oct 13
     
    It will be interesting to see how stores respond to the changes in consumer needs. We talked in class about how our generation is very focused on the store experience. I think that we really enjoy stores that differentiate themselves from others in terms of service- that is why Apple and Nordstrom so frequently in class because they stand out in our minds and have made a prominent impression on us. However, I do think its important to recognize that not all in store cell phone usage is bad. Brands can really benefit from consumers being on their phones by encouraging them to check in, tweet at their friends, or engage online with the brand- for the potential in store benefit.
  • Kara Blakley on 08 Oct 13
     
    This was so interesting! I completely agree with the online-to-store relationships and why customers want to touch and feel the product. I experienced this when completing my e-commerce audit when shopping for my product (a CD). There were perks associated with purchasing online (an exclusive product not available in the store) but there were additional savings options when purchasing in the store. Mobile presence is huge and I foresee this aspect continuing to dominate the market for both brick-and-mortar and online retailers.
Angelo Csuti

Apple's Seductive Brand Promise: Cultural Capital and Social Mobility - 8 views

www.psmag.com/...-capital-social-mobility-67091

mk473 product

shared by Angelo Csuti on 22 Oct 13 - No Cached
  • Angelo Csuti on 22 Oct 13
     
    Despite the recent scandals regarding Apple's business practices, it has succeeded at cultivating a brand to which we feel positive emotional attachment. How does apple make a difference?
  • ...2 more comments...
  • Lina Goens on 24 Oct 13
     
    Apple makes a difference because they have made us brand advocates. However, after learning about the scandals going on - I double take. Can the brand we love do such terrible things? Makes me rethink the integrity of the company. The brand does seduce you but on the other hand I think that Apple is facing some merchandising management problems. There used to be buzz about new releases, but I heard a rumor that another phone will be released shortly? In my opinion they are loosing their merchandising management touch by releasing so many products consecutively. Apple is starting to lose its "make a difference" feel. How can Apple make a difference when there isn't even a difference in their products anymore.
  • Lindsey Wacnik on 24 Oct 13
     
    I agree with Lina, Apple has gained a large following of loyal consumers, but there continue to be releases of their "new" iPhones and what not, but there is relatively few differences between the products. I was unaware of the scandals that Apple is a part of, and it makes me wonder if more people become knowledgeable about the situation will that reduce their customer loyalty and deter people from joining the Apple craze.
  • Thomas Holmes on 24 Oct 13
     
    I am not an Apple follower and to be honest don't see the point of the prestige they place on their products. One thing that stood out to me in this article were some of the ways they marketed their products. One was touched on Apple products can make you better, later it adjusted this by saying it gives you the tools to be the best you, but it still rubbed me the wrong way. the other way was with the Ghandi ad made reference to "daring to be different". In today's terms buying Apple products is hardly being different but even when the ad came out in 97 Apple products did not offer customization, which what I associate with being different. It offered Personal Computers with a different OS. I may be biased against them but it just seemed like odd ways to promote their products and didn't sell me on any of their products.
  • anonymous on 24 Oct 13
     
    WOW, what an amazing article! I think this is a great example of a great product that does great things for its consumers. I especially appreciate the time line of Apple's ads and their competition throughout. I think it is interesting to mention how their product differentiation is slight for specific products, but that is what keeps the customers who are loyal even more loyal.
Sarah Jacobsma

The Rise Of Pop-Up Shops - 8 views

www.retailtouchpoints.com/...2796-the-rise-of-pop-up-shops

mk473 promotion pop-up shops

shared by Sarah Jacobsma on 04 Nov 13 - No Cached
  • “It’s a very strong customer acquisition channel for us. It’s our one chance to get new customers and explain who we are, what we’re all about and what we can offer them.”
  • With a successful strategy in place, retailers that leverage pop-up shops can boost profits as well as brand awareness significantly
  • Pop-up stores are emerging as valuable tools that incorporate both marketing and retail into a temporary, cost-adjustable package. A retailer can choose to play it safe with a quiet, low-overhead store to garner interest, or they can execute a full-blown advertising campaign. The flexibility of the pop-up allows vendors to explore these options in scalable ways.
  • Sarah Jacobsma on 04 Nov 13
     
    This article focuses on how retailers use pop-up shops to gain customers attention that allows retailers to tell the story of a brand to drive customer awareness and brand perception.
  • ...4 more comments...
  • Lindsey Wacnik on 05 Nov 13
     
    I think this article really brings up a great point about the importance of a physical presence for a brand even if it is for a limited time. It will be easier for an unknown brand to get potential customers walking by the store to come in and check it out, but online it would be much harder to lure in the potential customer to browse around. There is no such thing as an organic shopper online, as the article states. I think pop-up stores are a great way to gain brand recognition and create/strengthen brand perception.
  • Kyle Werner on 05 Nov 13
     
    It's very interesting that this is becoming a trend. I recently read an article discussing the future of retail may lie in kiosks! Pop-up stores are similar in some ways to kiosks, so maybe the trend is slightly off from what experts predicted?
  • Krista Lawson on 05 Nov 13
     
    I think this concept seems like a good idea especially for those brands that do not currently have physical stores. Being able to get a customer to interact with your product is a sure way to get them a step closer to buying is. I think it could also help drive people into the scarcity concept we covered earlier. If they know these stores are only pop ups and really like the products they may be more driven to come in store and buy more.
  • meganbos on 05 Nov 13
     
    Pop up shops are becoming increasingly popular. At Vera Bradley we focused on pop up stores in resort towns that had temporary seasons. It is interesting that stores can target select locations that can deliver a high profit over cost for their temporary setting.
  • Carly Foley on 05 Nov 13
     
    I agree with Krista. As a customer, I want to see the product so this is a great idea for brands that don't have that physical store to interact with. I won't buy something if I can't see it. I have to know it is really worth it. That is why I don't ever do online shopping except for school books.
  • Emily Prellwitz on 05 Nov 13
     
    I like the idea of pop-up stores because it helps a store be more versatile and makes the store be more mobile, while still having a brick and mortar store. I even read an article recently on employee relations and there was a company that had a pop-up Tiffany's store at one of their events where the entire employee base had a chance to browse through the pop-up store and got free giveaways complimentary of the company. Doing events like this get people into the store and browsing even if it is only for a company event.
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