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I thought this was a really interesting read and like how they emphasize catering all aspects of their store to their target market. While I can't say I have made many purchases at Urban Outfitters, I feel like it is also a destination store. The atmosphere is inviting and draws people in because it is so different. That alone helps create a buzz and draw others in. There is an Urban Outfitters at the Keystone Fashion Mall which got me thinking to some of the other stores there. I feel like there are many store there that share this fun, atmospheric experience which really adds value. The atmosphere can really help or hinder a consumer's experience and I feel like that the Keystone Fashion Mall has done a great job of creating a unique experience for all of its visitors - Urban Outfitters being included as a part of it.

This is an article relevant to us - college students! We have only had a few classes and already Urban Outfitters has come up as a retailer that has drawn our attention. The article gives a great example of how Urban Outfitters is trying to attract their target market to their stores, not just through their merchandise but by keeping us there longer with a unique layout. Lina gave a great point how today we all need to be well-rounded in many different areas which can bring value to a company. And Krista, I agree with you about the Keystone Mall - the layout of the stores and lots of open space keep shoppers happy and in the mall longer. This is an aspect many other shopping centers could/should pick up on...how the "atmosphere" and store selection makes us feel.

Similar to what Lina mentioned in her post, using artists to influence the layout of a store is a very interesting approach. There may be some advantage to that, although we may not think we are analytic, being business students, at Butler we are very well versed in all the disciplines of business. This makes us think not only about our vision for something, but also the outcomes of it financially and economically. So maybe Urban Outfitters is onto something with their thoughts moving from being focused on the business perspective to the artistic perspective. If they can incorporate new pieces into their displays that they find on their drive into work without consulting others, that is an awesome way to keep your store forever changing and to continue its appeal. I am very interested to see how many stores will begin to follow in their footsteps, and incorporate more artists into their decision making.

I think this is an interesting article and it is great to know in hispanic communities there are stores tailed to their needs but as Lina stated it will be interesting to see what other cultures will be incorporated. I worry that in the future there may be potential issues with there being "too many" of these specialty malls but as for now it is good to know they are working out.

This is fantastic. A huge opportunity to capitalize on the movement toward a globalized market, this hispanic malls could really be the start of an ingenious idea to spread cultural awareness. If they are able to effectively target highly populated hispanic communities throughout the country however, we are likely to see a rise in the newest "Walmart" corporation that will monopolizing the hispanic retail market. This could be a good and bad thing simultaneously. Along the lines of what Lina said, the market could become exhausted if it is not promoted in the right areas or in the right ways.

I can relate to this article in a few different ways because I spent 5 months living in Spain, surrounded by Hispanic markets, malls, shops, and supermarkets. I think this is a great idea and gives the Hispanic population in these states an opportunity to revisit their roots. They will be able to shop at the Hispanic stores they are accustomed to and also indulge in food that they love at the times of day they are accustomed to doing so.

This fits quite well in McDonald's global strategy as they do things like that in almost every country. In the Netherlnds for example, they sell the McKroket (http://www.mcdonalds.nl/sites/default/files/produits/477x355_0005_mckroket.png) and in Germany something like a "Bratwurst Burger" (Sausage Burger) ( http://www.burgerbusiness.com/wp-content/uploads/McD_Germany_Nurnburger.jpg ). Trying to adapt to local tastes might also have a downside, though, as people from that country might be disappointed by the McDonald's copy of a dish they are very proud of (e.g. it worked well in the Netherlands but didn't in Germany).

I think this article is really interesting because consumers do see McDonald's trying to expand into certain niches with their stores. Most McDonald's around the world have the same products, but the stores in Spain for example featured the McIberica which is similar to the McBaguette, but with a Spanish twist. I think that it is really interesting how the McBaguette is seriously taking off and am wondering if it will be featured at McDonald's in the US

I found this article especially interesting because I studied abroad in France last semester and I have actually tried this sandwich. I can attest to the fact that French people eat baguettes daily and you can literally see people walking down the street gnawing on a huge baguette so I can see how the McDonald's Baguette sandwich would be insulting to local bakeries. On the other hand I can see what Koffmann is saying when he says that the McDonald's sandwich seems fresher just because at local bakeries they make a bunch of sandwiches then set them out on display all day and if you go to get a sandwich later in the afternoon chances are it is not going to be extremely fresh. Which is also strange to think about...McDonald's having fresh food. I think this is a great move for McDonald's because it gives them a chance to delve into other cultures.

McDonald's innovation has always been astonishing not only to myself, but to the industry as a whole. It's quite interesting to take notice of its place as the clear industry leader, as other companies in its genre seemingly put as much effort into adapting to the market McDonalds has shaped to keep up with the titan as they have into development of innovative product campaigns to differentiate themselves. The introduction of the McBaguette is a clear example of this dynamic company's ability to mould themselves to cater to specific demographics in dramatically different cultural groups. Yet it still leads me to ask.. How did McDonalds become such an iconic brand in a way that Burger King, Wendy's and others did not?

I've been to a few international McDonalds locations, and I think what McDonalds is introducing with the "local" spin is important for the company. They need to stay fresh and appeal to French palettes. I believe the intriguing part of international McDonalds locations is the spin on our favorite, American items. I'm a shareholder in McDonalds and from a profitability standpoint, it's important to expand the French market if it's the second leader behind the United States. I wish they offered the item here - it looks good! I have an idea Prof. King - Retailing field trip to France! We need to try this!

McDonald's always seems to amaze me, I think it is very important to realize that any business that enters a global market needs to cater to that cultures needs and wants and McDonald's had done just that. I have been to a couple international McDonald's locations in the UK and Spain. What really stood out to me was the menu in Spain -- they offered beer and more chicken options! Although the McBaguette isn't a traditional baguette it seems that McDonald's as always caters to what the customers want.

I agree with Petro's thoughts that JCPenney needs to listen to the customers. Apple is a different "breed" in a way because we as consumers don't know what we want in technology until we see it - I would have never been able to think I wanted a device such as the iPod or iPad until it was introduced. Now, I can't envision my life without them! JCPenney's "suburban house-wife consumers" need practical and versatile items. JCPenney's St. John's Bay brand was a $1 billion brand and they need to capitalize on their strengths - not completely take it out. They need to insert new and exciting items such as Joe Fresh but keep the elements that make their company successful...and carefully change "the right 20%." Have you all shopped the new brands at JCPenney and/or did you like the older/familiar brands we know and associate with the company?

I agree with Kara, JCPenny does need to listen to what the customers want -- not what they think the customers want. There was a great point made in the article that they had gotten rid of St.Johns Bay apparel line, which is a line some of their customers were loyal and kept coming back to JCP. This article is a great example as Prof King said "the right 20% change." Unfortunately, in recent years JCP has seemed to change the wrong 20% rather than the right 20% which is why they were doing so poorly. I do not think that Ron Johnson took into account that JCP is a completely different industry over Apple. I think when changing a brand a lot of factors come in to play and as stated in the article to target toward current customers and/or new ones is a decision the company has to make.

Well put ladies. As Kara mentioned, Apple is a one of a kind company... for now at least. Until specialized firms like Apple can successfully replicate the ability to predict market demand, it is unnecessary to take such risks, as JCPenny did with the removal of core brands, to boost sales. Although it is encouraged for firms to think outside the box in todays modern world, in order to grasp the attention of consumers along side multiple other stimulants, it is essential that firms do so in a cautious manner. This is a perfect example of the importance of "the right 20% change". Although it is unfortunate that JCPenny had to endure this experience, it has developed a significant message/ take away for the rest of the industry to learn from. It will take a lot for JCP to revitalize its image with lost customers, but I feel their history of strong customer service and attractive product lines will encourage benefit of the doubt in consumers minds. It is great that they are trying to reach new consumer markets, but JCP must not forget about those who got them to where they are today. They need to nourish previous relationships, while continuing to cultivate seeds within the upcoming consumers(younger families, young adults) to stretch their loyalty to JCP into the future.

I think all four of you nailed it! The last sentence of that article states "this will involve a lot of listening," and that is exactly what JCP needs to do. They need to listen to their most important voice, the consumer -- what do they want, not "what JCP thinks the consumer should want." Overall, as we have learned, you must start with the customer and build from there--this is what JCP needs to do to start moving in the right direction.

This was an interesting article that clearly showed that marketing plans are not one size fits all. What works for one company may not work for another, and JCP is an excellent example of a company that needed to do more research on their customers before implementing a plan. I was very surprised how little they did to look into what the customers were looking for. The troubles JCP is now experience is a warning to other companies to take a closer look at the consumer when creating new marketing strategies.

To piggyback off Megan, I also find this very interesting because about three weeks ago, something very similar happened with my friends and I in Chicago. We spent the entire day downtown and spent our money on the train ride, taxis, food, and a Ferris Wheel ride instead of purchasing items on Michigan Ave. I think all of us would agree that going to Navy Pier, touring Trump Tower, riding the Ferris Wheel, taking pictures at the bean, etc. made that "overall experience" more than buying "stuff." Also, I think DIY projects are becoming more and more popular. For example, before coming to school, I went into a little boutique close to home and found a few things I liked, but instead of buying them there, I purchased the supplies needed to make them myself. Though they did not look exactly like they had in the store, they were much less expensive and more special to me. So overall, I think people are starting to craft and do more DIY projects instead of buying items at a store.

This was very interesting to read about because it is so true. There are a ton of people, my friends included, that prefer to online shop than buy things in a store. I am more of an in-store shopper; however, I do shop online occasionally. The most interesting part of the article to me was about whether or not our generation was becoming more or less "material-focused." While we do tend to be buying more online, I think this generation is just as material, if not more, than any other. Because we have the option to buy online, it gives us easier access to purchasing items: not only can we buy in-store, but we can also buy online. This, in my opinion, give us the a greater chance of materiality.

I think the topic that this article is centered around is really easy for our generation to relate to, especially for me. I can't tell you how many times I go to H&M, Nordstrom, or any other retail store just to "check out what they have." I would say there's an even 50/50 chance that I will walk out with something or not. I think the most true idea in Peterson's article is "almost anything they [millennials] want can be found and bought online, when and where they want it." I think this is so true of this generation because if we can't find something we want online, that item that we wanted is pretty much scrapped because we cannot look at it from our own homes. Making everything as most convenient as possible for consumers, in my opinion, is the the primary goals for retail stores and this article definitely discusses that aspect.

I agree with Megan and Sarah. Last semester in Prof King's class we discussed JCPenny's plan to become more of an "experience" for shoppers. I am not quite sure if JCPenny was able to execute this plan, but it seems as though it would work for millennials. Even the History of US Retailing predicts that "specialty operations that bring selection and a high- quality customer service and shopping experience" will survive and prosper. Megan and Sarah went for the enjoyment of friends and the city. That is exactly what our generation and millennials want. What we want is an experience, to be a part of something. I think that if retailers understand how to do this then they will have more customers. On top of this, the article says that the millennials are becoming more "frugal" therefore retailers need to make more of an effort to prove that a store is worth a millennial's money. Just a quick thought - don't know if any clothing companies do this or not (probably) but if an online store let a customer create a lookalike avatar - same height, weight, ect. Now the online shopper can dress themselves on the computer (kind of creepy to think about but hey! An experience nonetheless). I think ideas like that which add an experience would spark millennials' interest.

Thanks for sharing! Great advice in there. Everyone should at least check out the commercial - totally worth your time. How genius to come up with a game along with the commercial. It never once said Chipotle but now I want to go there! Brilliant.

Amazing ad! This brings in a story-line to Chipotle's food and an emotional touch to get consumers to choose them over another fast food restaurant. There was no need to really even put Chipotle's name into the ad because that would possibly ruin the story. Another thing that is a great marketing move is the game app. This will attract to a younger crowd and can be used as a reminder to consumers that other fast food restaurants use unethical practices to produce their food.

I love this ad! Not only does the ad do a great job of giving the background story and explaining how Chipotle started, but it also gives us (or at least it did for me) that warm feeling inside, the emotional touch as Emily stated. This ad was a great way for them to connect with their consumers.

Great article Lina!! I am sure that this is a strategy commonly used by retailers, but it is NOT one that should be used by JCP. This company is already in a lot of hot water and financial trouble as it is, it would be a safer bet to play it safe than to have their tactics exposed and eliminate the already shrinking customer-base that J.C. Penny has.

Of course, keep in mind, price anchoring has been standard practice in business for a long time. Not only do we see this in the retail industry, but also in other industries like healthcare, higher education, and auto sales. This is just the nature of capitalism; it;s a political economy that aims to maximize profits at minimal cost. The reasoning behind price anchoring is that original prices are the starting point for negotiations. Although this perspective is a useful tool for businesses trying to make an easy profit off of customers who think they're saving money, it is nonetheless insulting to those customers who have little to no leverage or agency to negotiate prices. The average consumer does not realize that this type of pricing occurs because most hold tight to the belief that businesses always have their best interest at heart; little do they know that businesses are interested in one thing and one thing only- the bottom line. So, although price anchoring may not be a GOOD strategy (because it not only insults the customer by taking advantage of them, but also strips them of their ability to make informed decisions) it is a strategy that works for all intended purposes. The reason it works is because everybody would like to hear that they have saved money. I see this anytime I go shopping with my mom; if there is a sale she's sure to be there because, to her at least, "any sale is a good sale."

Wow--I didn't know the millenials were 7% larger than the baby-boomer generation, but I would agree with Lina on this one in that how they described the millenials is pretty spot on. Even going as far as the car companies predicting the types of vehicles we will buy in the future, I do think they are overall pretty accurate in these predictions.

Making it easier on us will make it easier on the companies. I still wonder how companies can implement this in the retail industries. Turbo tax was a good example but I am curious as to how you can make it easier in retail because retail stores may offer same types of clothing but completely different prices, quality, styles. Can't really think of anything off the top of my head, but may be a good discussion question.

Interesting article! As I was reading it, I was thinking to myself about what I would want more, engagement or simplicity--and I do have to agree with them that simplicity would make things easier. In the last paragraph, the author states, "don't you think it's time to stop overwhelming consumers with marketing information and cut through the clutter?" I do think some marketing information is beneficial, but as a consumer, it would be nice to "cut through the clutter" and have things stated or marketed more simply.

I think simplicity comes into play especially with the way we view advertisements. If a company conveys a message simply and concisely with out me having to really pay attention or sort through more information I think I am more likely to buy it. Also simple images have more of a design appeal and I think our generation is more focused on aesthetics and the way things look and feel- and simplicity plays a large role in that.

I agree with Lina this is a tactic that would be hard to apply with clothing retailers, but it would be useful for electronic and appliance retailers. I was just on the Best Buy website, and for each product there was a whole page of information about its capabilities and features. They gave the option to compare products which helped to "cut the clutter". This was similar to Turbo Tax; there were options to choose four different products for a side by side comparison that gave a breakdown of the difference for the features and capabilities in just a few words. Best Buy is utilizing this simplistic tactic, and I personally love it!

Wow! This is some really cool technology, and it sounds like it would make life convenient- but I can't help but wonder about the security of the system and how easy it would be for someone to hack into your paypal account and risk you losing everything. Also, it wasn't explained very well how stores monitor this, can you just walk out with our product in the grocery store or how does that work? It seems like although this would increase efficiency of the shopping experience there may be some pretty big issues to iron out as well.

All of the things that continue to evolve with technology just blows my mind! This PayPal Beacon does seem really great, efficient, and very convenient but I do have some of the same concerns that Megan pointed out. So when you go up to confirm, do they check to see what you have to make sure everything is accounted for? I think this does have great potential and would make the check out process much easier, I would just want to know a little bit more about this system.

Megan and Sarah nailed my same concerns. Seems like there are some loose ends that need to be cleared up but interesting concept overall. I like the idea that I could be greeted by my name when I walk into a store. I think this could help marketers learn a lot about their customers and what people buy when they come into a store. For example, it would be great if a sales employee could see when and what were the last items a customer purchased. That way the sales associate can direct the customer to products they like. PayPal Beacon could help out immensely!

WOW, what an invention. How perfect would this be for running errands in the most efficient way possible? There would practically be no line or no waiting. I had the same thoughts going through my mind about making sure products are accounted for, but with a product like this I feel like the experts would cover that. My concern is towards what stores will actually catch on and implement this new device. Will it primarily be retail/clothing stores, or could it be incorporated into Target, or Macy's? The PayPay Beacon seems to offer a lot in terms of convenience and I am interested to see who will catch on.