Retail Conference 2011 - Sean Sands, Australian Centre for Retail Studies - Monash University
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Transcript of Retail Conference 2011 - Sean Sands, Australian Centre for Retail Studies - Monash University
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Developing brand awareness by keeping up with new developments
and trends
Dr Sean SandsAustralian Centre for Retail Studies
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Today’s agenda1. New ways to obtain and retain customers
2. Creative strategies to lure customers into stores
3. Looking globally for growth and expansion
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New ways to obtain & retain customers
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Customers are transacting online
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• In 2010, Target in the US launched its scannable mobile coupon system
• Customers can also:o Access mobile gift cardso Check product availability and
store locationso Browse weekly flyero Receive text notifications of
special deals
Scannable Mobile Coupon
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Why do they me? Top 10 reasons users ‘Like’ you on Facebook
1. 40% want to receive discounts and promotions2. 37% want to show support for the brand/company to their friends3. 36% hope (want) to get free samples, a coupon (e.g. freebies)4. 34% want to stay informed about the activities of the company5. 33% want to get updates on future products6. 30% want to get updates and information on future sales7. 27% like to get fun and entertainment out of it8. 25% want to get access to exclusive content9. 22% mentioned they were referred by someone10. 21% want just to learn more about the company
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www.buseco.monash.edu/mkt
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www.buseco.monash.edu/mkt
Results - 3 x product views when supported with video - 2 x repeat visits by customers who watched M&S TV - 2 x dwell time for customers who watch M&S TV - 23 x uplift in basket size
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www.buseco.monash.edu/mkt
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Creative strategies to lure customers into stores
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www.buseco.monash.edu/mkt
Department of MarketingDepartment of Marketing
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www.buseco.monash.edu/mkt
Department of MarketingDepartment of Marketing
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Looking globally for growth & expansion
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Studied museums to understand how to display products
Break Category
Norms
Cues from Tiffany to understand the power of purchase as a souvenir of experience
Studied the best dry cleaning businesses to understand over the counter experience
Looked to the Four Seasons Hotel group concierge service about offering advice
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