Macy?s, for example, began testing a localized product strategy last year called My Macy?s. With many of the retailer?s best-performing geographic markets also My Macy?s districts, the company said in February that it would roll out the initiative nationwide.
X | DMNEWS | Month XX, 2009 | www.dmnews.com www.dmnews.com | March 30, 2009 | DMNEWS | 7 DIGITAL E-MAIL AND SOCIAL MEDIA HELP PUSH KIDS’ CLOTHING P12 VIRAL MARKETING MR. FONG’S PLIGHT REACHES IBM’S TARGET P14 E-MAIL POSTAL EXPERIENCE CAN BE USEFUL IN E-MAIL P21 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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