Retailers reach out to their local customers to drive loyalty and sales in the recession by ProQuest

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       Retailers reach out to their local customers
       to drive loyalty and sales in the recession
        By Chantal Todé                                          Savvy retailers are looking beyond pro-                                                                  marketing and don’t know how to execute
        : Despite a slight uptick in retail sales for         motional pricing.                                                                                           targeted marketing,” said Zain Raj, CEO
        January and February, 2009 promises more                 “To the extent that retailers can react to the                                                           at Euro RSCG Discovery North America
        hard times for many retailers. However,               current economic environment by commu-                                                                      and global retail practice leader at Euro
        some of the strategies that will determine            nicating value in ways other than by putting                                                                RSCG Worldwide.                                              @dmnews.com
        who the winners will be this year and                 merchandise on sale, this will help them,” said                                                                “The more successful retailers are driv-                  Read about ‘Germville’
        beyond are emerging, such as tailoring                Mary Brett Whitfield, SVP at management                                                                      ing their business by fulfilling the needs of                 on our Creative
                                                                                                                                                                                                                                       Community page.
        merchandise assortments at the store level            consulting firm Retail Forward.                                                                              their absolute core customers better than
        to meet the needs of local customers.                    A recent report from Retail Forward and                                                                  anybody else,” he continued. Once a pro-
           The National Retail Federation (NRF)               PricewaterhouseCoopers, How Will This                                                                       gram is in place to refine the product set,
        recently reported that retail sales for Feb-          Recession Affect the Future of Retailing?,                                                                  these retailers are extending the strategy to
        ruary rose 0.6% from January — though                 suggests successful retailers are adapting to       Macy’s will take its MyMacy’s initiative nationwide     their marketing with Sunday preprints, for
        they decreased 5% from last year. Sales for           new marketplace realities, such as smaller                                                                  example, that is also localized and support
        January were revised up from 0.5% growth              store footprint expectations.                       ment has become more important,” said                   the in-store product selection.
        to 1.4% month-to-month growth.                           “If you look at the large chain retailers,       Peter Grimando, VP sales and operations at                 Several national retail chains are currently
           “January’s and February’s numbers give             there is no significant expansion room left,”        7th Online Inc., which offers merchandise               experimenting with how to edit their merchan-
        us a little bit of hope that we’
								
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