Targeting Consumers with Marketing Strategies and Window Displays Essay

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Developing, Managing and Operating a Retail BusinessIntroductionOne of the most overwhelming trends in the retailing business today is the shift from brick-and-mortar to ecommerce. Amazon has revolutionized the way consumers think about shopping, and Amazon’s entry into the grocery industry through its purchase of Whole Foods has also changed the way people think about getting groceries. Services offered by companies like Shopify, Instacart, DoorDash and others now make it possible for people to order items from grocers and get them delivered to their homes or places of business. It is no longer necessary to leave one’s house to get milk, eggs, bacon, or any of the household items one needs. A lot has changed in the past few years, and Kroger is focused on meeting the demands of a tech-heavy consumer-base that now wants a delivery option. For Kroger to keep pace with other retailers in the grocery industry, it is leveraging the Internet to create a delivery service for people who want to shop for groceries online. Feedback that I have received from Assignment 1 has been used to think more deeply about what a retailer like Kroger can do to get in front of trends so as to be a leader in the industry instead of falling behind the curve and having to play catch-up. This paper will propose strategies for my own business regarding targeting customers and information gathering to develop the customer base; it will include a plan for recruiting, training and managing staff; it will discuss strategy for operational management; it will put forward a name, mission, philosophy and location for the retail store; and it will develop a plan for cultivating an inviting store atmosphere and a corresponding window display.Strategies for Targeting Customers and Information GatheringIn retail there are multiple types of customers to target. These range from the spontaneous smart shopper to the low involvement shopper, and each needs to be understood in order for my retailer to reach them all (Atkins, Kumar & Kim; Conlin & Labban). The best way to understand them is to gather information on them, which can be accomplished by way of survey in which consumers are called on the phone or surveyed online through social media. Another way is to gather Big Data on consumers, which can be collected by companies like Google, Facebook and others. Big Data provides retailers with sufficient information about the target customers’ habits, interests, ages, and allows them to develop a profile.Strategies for targeting customers to develop my customer base are: 1) to use displays to target spontaneous shoppers: these shoppers have no pre-determined list and simply going in to buy whatever looks good; displays can be used to attract their attention and get them to purchase a product that we want to move as they are going to be swayed by displays, advertisements, discounts, etc.; 2) involved smart shoppers can be targeted by offering a shopping member club service that allows them to earn points towards discounts the more they shop; and 3) apathetic shoppers can be targeted by promoting deliveries through online or app-based ordering.

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These strategies would allow me to develop my own customer base.As the company is going after a specific type of shopper, one who is interested in wholesome, organic, locally-produced foods, it is likely that most shoppers will be involved smart shoppers. This means that offering a club service will be the most advantageous way to attract customers and gather information. Once email information is obtained from customers and they are able to log in to the company’s website cookies can be used to track their…

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…atmosphere that should be cultivated in this store is one that is open to diversity and inclusive, since it will essentially have a cosmopolitan vibe to it, allowing urban consumers to enjoy the fruits of rural America. The music will be set to the playlist of the local classical radio station, so there can be nothing controversial about it. The décor will be modern, and the style of the goods provided will be rustic. Services will include self-checkout, home delivery, and check-out as you go using the in-store app.A corresponding window display will feature a picture of a rural farmer bringing produce in the back of a pick-up truck down a dusty road. It will signify the bringing of fresh, wholesome foods from the countryside to the store where they can be obtained by consumers without any of the inconveniences of having to track down a farmer’s market at a certain time of day during the week. The window display will have a quote on the side that says, “Farm fresh, straight to our store.” This will indicate that there are no middlemen or intermediaries involved in the process of delivery and will help to increase brand equity among consumers.Brand equity is important to consider in setting up the store atmosphere as it all goes into how the consumer perceives the brand and whether the consumer attaches a sense of value to what is experienced. The more in line the store atmosphere can be with consumer expectations and values, the higher the brand equity will rise in the consumer’s mind. Thus the store should always be clean, with plenty of space in each aisle so that people can maneuver without getting in the way of others. There should be emphasis on both product and safety because in the era of COVID,….....

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