The paper aims to give a general insight into the topic of in-store marketing and its elements. Furthermore, it gives an insight into Macy's approach to in-store marketing. Additionally, the paper was intended to give answers to the following questions: What are the precise elements of in-store marketing? As Macy’s department stores structure several of their floors with a brand-oriented shop-in-shop design, what are the possible advantages and disadvantages? Where do we see the main potential for European department store chains regarding their in-store marketing strategies, compared with American retailers such as Macy’s.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Background Information
- About Macy's
- A brief Introduction to In-Store Marketing
- In-Store Marketing in general
- In-Store Marketing and Consumer Behavior
- In-Store Marketing: General Elements and applied to Macy's
- Store Design and Layout
- Store Design and Layout: General Overview
- Store Design and Layout: Macy's
- Groupings of Store Offerings
- Groupings of Store Offerings: General Overview
- Groupings of Store Offerings: Macy's
- Shop-in-Shop Design Advantages and Disadvantages
- Store Atmosphere
- Store Atmosphere: General Overview
- Store Atmosphere: Macy's
- Experiential Retailing
- Experiential Retailing: General Overview
- Experiential Retailing: Macy's
- Retail Branding
- Retail Branding: General Overview
- Retail Branding: Macy's
- Omni-Channel Retailing
- Omni-Channel Retailing: General Overview
- Omni-Channel Retailing: Macy's
- Store Design and Layout
- In-Store Marketing within European Department Store Chains
- In-Store Marketing within European Department Store Chains
- Opportunities for European Department Store Chains
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to provide an overview of in-store marketing and its elements, focusing on Macy's approach to this marketing strategy. The analysis investigates the specific elements of in-store marketing, exploring the potential advantages and disadvantages of Macy's shop-in-shop design. Furthermore, the paper aims to identify opportunities for European department store chains regarding their in-store marketing strategies in comparison to American retailers such as Macy's.
- The importance of in-store marketing in the retail environment
- The key elements of in-store marketing and their application to Macy's
- The advantages and disadvantages of shop-in-shop design
- Comparative analysis of in-store marketing strategies between European and American department store chains
- Identifying potential opportunities for European department store chains in the field of in-store marketing
Zusammenfassung der Kapitel (Chapter Summaries)
The introductory chapter explores the changing retail landscape and highlights the significance of in-store marketing for retailers like Macy's, who strive to offer a unique and satisfying customer experience. It also introduces the main research questions addressed in the paper.
The chapter "Background Information" provides a detailed overview of Macy's, its history, current operations, and its commitment to in-store marketing as a crucial element of its retail strategy. This chapter also includes a general introduction to in-store marketing, exploring its key elements and its influence on consumer behavior.
The main body of the paper delves into the specific elements of in-store marketing and how Macy's applies them to its retail operations. This includes a comprehensive analysis of store design and layout, groupings of store offerings, store atmosphere, experiential retailing, retail branding, and omni-channel retailing. The chapter also examines the advantages and disadvantages of Macy's shop-in-shop design, a crucial aspect of their in-store marketing approach.
Schlüsselwörter (Keywords)
In-store marketing, retail marketing mix, customer experience, Macy's, department store chains, shop-in-shop design, store design, store atmosphere, experiential retailing, retail branding, omni-channel retailing, consumer behavior, European department store chains.
- Citar trabajo
- Anonym (Autor), 2019, In-Store Marketing of the American Retailer Macy's, Múnich, GRIN Verlag, https://www.grin.com/document/539276
