RETAIL MARKETING Instructor : Dr. Mayo De Juan Vigaray Student Guide Mayo De Juan Vigaray Esta obra se publica bajo una Licencia Reconocimiento No Comercial Compartir Igual 3.0, Spain Creative Commons
CONTENTS Retail Marketing 1. General information about the instructor 2. 3. 4. 5. 6. 7. 8. Course description and objectives Learning methods Areas of study Indicative reading Assesment Assignment 1: presentation Assignment 2: written report 9. 10. 11. Information needed for assignment 1 & 2 Forms for the assignment 1 & 2 Assignment 3: participation in class & mini cases
1. GENERAL INFORMATION ABOUT THE INSTRUCTOR Office Hours by appointment before of after class or by e-mail Phone/fax 965 90 36 21; 965 90 34 00 (3167) e-mail mayo@ua.es Office # 9. Marketing Department. Business Faculty. (Next to the Economic library). University of Alicante
2. COURSE DESCRIPTION AND OBJECTIVES Initial part Second half merchandising philosophy retail store image atmospherics and visual merchandising retail-tainment t i t and Lifestyle merchandising i MERCHANDISING RETAIL SALES PROMOTION promotional process promotional methods promotion objectives sales promotion tools On completion of this unit you will be able to: understand and apply promotion and merchandising theory to retail stores. use promotional tools effectively when analysing consumer and retail markets. produce an appropriate, effective and co-ordinated promotional and merchandising plan. employ suitable techniques to evaluate all aspects of the promotional mix. communicate effectively produce reports and presentations of an appropriate graduate standard.
3. LEARNING METHODS 1. Conceptual framework by the instructor 2. Student centred activities 3. Group work Case study analysis: written project & presentation in class 4. Mini-cases will be submitted by students
4. AREAS OF STUDY Store design Storefront or exterior Interior design Visual Communications Store name and logo Range of interior signage: buying experience Retailer s Promotion mix Advertising Sales promotions Public relations Personal selling
5. INDICATIVE READING Dunne, P. Lusch, R. and Griffith, D.A. (2002) 4 th Publisher: South-Western Thomson Learning edition Retailing Levy, H. and Weitz, B. (1995) 2 nd edition Retailing Management, Publisher: Irwin, Chicago. Levy, H. and Weitz, B. (2001) 4 th Publisher: Irwin, Boston. edition Retailing Management, Masson, J.E and Wellhof, A. (1997) Merchandising, rentabilidad y gestión del punto de venta Ed. Deusto. Mounton, D., (2000) Merchandising estratégico Publisher: Gestion 2000 Palomares, R. (2001), Merchandising: Cómo Vender más en Establecimientos Comerciales Ediciones Gestión 2000, Barcelona. Salen, H. (1994) Los secretos del merchandising activo Diaz de Santos. Valencia, V. Escaparatismo e imagen comercial exterior ESIC 2000
6. ASSESMENT Assignment 1: Store presentation in class (in group) 30% Assignment 2: Store report (in group) 40% Assignment 3: Participation in class and individual cases 30%
7. ASSIGNMENT 1: PRESENTATION (I) 1. An oral presentation to your lecturer & classmates. 2. One side of word-processed notes for your presentation (OUTLINE) is necessary to be handed in on the PREVIOUS SESION (discussed in class) of your presentation. 3. A session time will be student led (presentations) = Depending on the number of the students in class 4. Students will be organized in groups of 4 or 5. The name of the group will be in accordance with the store chosen. 5. Each presentation should last between 20-25 minutes.
7. ASSIGNMENT 1: PRESENTATION (II) 6. Using visuals and overheads or Power Point 7. There will be time available for questions from the rest of the group. 8. Students should sign up for their chosen store on the appropriate list in the first week of the course. 9. Presentations order will be randomly assigned.
7. ASSIGNMENT 1: PRESENTATION (III) 10. The content of the presentation should include: 1st 2nd INTRODUCTION ABOUT THE TYPE OF STORE CHOSEN MERCHANDISING OF THE STORE CHOSEN i. Retail image of the store chosen ii. Design of the store chosen iii. Physical environment (exterior, general interior, store layout, interior displays) iv. Customer service of the store chosen Include visuals; photos; brouchures; location maps, etc. 3rd 4th PROMOTIONAL STRATEGIES USED IN THE STORE Include visuals; photos; brouchures; location maps, etc. SWOT analysis based on your observations. CONCLUSION(S) RECOMMENDATION(S)
7. ASSIGNMENT 1: PRESENTATION (IV) Feel free to involve the audience so as to make your presentation more interesting. i.e. displays, clothing, smell, music and so on. Presentation will be submitted in a CD or USB along with the report. N.B: In accordance with this outline failure to produce a presentation will result in no mark being awarded d for this assignment. Students t who do not hand in their notes on the previous class of their presentation will lose 20% of their mark.
8. ASSIGNMENT 2: WRITTEN REPORT (I) 1. A group written report to your lecturer. 2. 7.000-8.500 words plus appendix (scan photos, brochures ) 3. The content of the written report should include: 1st INTRODUCTION ABOUT THE TYPE OF STORE CHOSEN 2nd MERCHANDISING OF THE STORE CHOSEN i. Retail image of the store chosen ii. Design of the store chosen iii. Physical environment (exterior, general interior, store layout, interior displays) iv. Customer service of the store chosen Include visuals; photos; brouchures; location maps, etc.
8. ASSIGNMENT 2: WRITTEN REPORT (II) 3rd 4h 4th PROMOTIONAL STRATEGIES USED IN THE STORE Include visuals; photos; brouchures; location maps, etc. SWOT analysis based on your observations. CONCLUSION(S) & RECOMMENDATION(S) 5th REFERENCES 6th APPENDIX - ACKNOWLEDGEMENTS
8. ASSIGNMENT 2: WRITTEN REPORT (III) References should be cited as following: Books: Author, publication date, Title, Edition, Country. Journal articles: Autor, Title, Journal, issue or number, volume, pages, publication date. Electronic references: Website/author <access to web site> [access date, month, year] Project will be submitted in paper format, as well as CD or diskette, along with the CD/diskette with the presentation.
9. INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (I) First Every group will decide in advance (and inform the lecturer during the first week of class) on a product category and a specific type of retailer for which they will go shopping ( secret shopping, not necessary to buy) with their partners. PRODUCT CATEGORY For example TYPE OF STORE Specific Store........
9. INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (II) Second The second part of the assignment entails a strategic communication plan for the store chosen. You will focus on Merchandise Analysis and Sales Promotions. Third For the third part you will answer this question: 1. Is the image of the store in accordance with their promotional plans & advertising messages & merchandising. 2. Do you recommend any actions to improve the actual situation?
9. INFORMATION NEEDED FOR ASSIGNMENT 1 & 2 (III) It is important that you spend enough time in the store to get the feel of it and capture the communications signs. As an extra task: It will possible to compare the store chosen in Spain, with the same store if it is located in your country, or another store with similar characteristics.
10. FORMS FOR THE ASSIGNMENT 1 & 2 STORE CHOSEN MERCHANDISING ANALYSIS PROMOTION Merchandising Questions Atmospherics Evaluation Guide Exterior General interior Store layout Interior Customer service
FORMS FOR THE ASSIGNMENT 1 & 2 Retail Marketing STORE CHOSEN STORE CHOSEN Name of store. Type of store: description of the characteristics Location (Shopping centre, street, isolated) ie. Carrefour.... garay ayo De Juan Vig Ma
FORMS FOR THE ASSIGNMENT 1 & 2 Retail Marketing MERCHANDISING ANALYSIS MERCHANDISE ANALYSIS Product category.. Subcategories...... Brands/ Manufacturers...... Price Range (Lowest Highest)...... Average Price...... Depth/Assortment (styles, colours, features)......
FORMS FOR THE ASSIGNMENT 1 & 2 Retail Marketing ATMOSPHERICS EVALUATION GUIDE Instructions: Make the following observations about the store communications tools concerning atmospherics in general, and, where appropriate, for the department where the product category selected is found. Make sure to write down your observations
FORMS FOR THE ASSIGNMENT 1 & 2 Retail Marketing 10. MERCHANDISING ANALYSIS You should answer questions as the following ones. Do not only use a yes / no answer, but justify your opinion in the report. 1. Does it reflect the store 8. Are fixtures grouped for purpose? adjacent coordination? 2. Is it well maintained? 3. Is signing appropriate? 9. Is the merchandise display appropriately lit? 10. Is it of the right size for the assortment presented? 4. Do they windows/visual displays tell a clear story? 11. Are the product categories clearly identified? 5. Is the merchandise current? 6. Is the space well kept and imaginative? 12. Are there good signs indicating the merchandise category location? 13. Is the area easy to shop? 7. Is the space appropriately lit? 14. Is the light level good?
FORMS FOR THE ASSIGNMENT 1 & 2 Retail Marketing 10. MERCHANDISING ANALYSIS 15. Is the color appropriate? 16. Is the music appropriate p for the merchandise? 17. Is the music at a comfortable sound level? 18. What is the length of wait when checking out? 19. What is the level of customer service? 20. Is the location convenient for shoppers? 21. What did you like best about this store? 22. What did you like least? 23. Did a sales associate greet you? 24. Were you offered assistance? 25. If you asked for help, how long before you received assistance?
11. ASSIGNMENT 3: PARTICIPATION IN CLASS & MINI CASES Participation in class and individual cases will be solved in class. Instructor can decide homework for next session to hand it in. Students are encouraged to participate in class, interacting with the lecturer and when their classmates present. PLEASE NOTE EXTENSIONS WILL BE GRANTED IN ACCORDANCE WITH THE LECTURER GUIDELINES. NON-ATTENDANCE AT A STUDENT S OWNPRESENTATIONWILLRESULTINAFAILUREOFTHAT ASSIGNMENT. STUDENTS WHO DO NOT HAND IN THEIR NOTES ON THE WEEK BEFORE THEIR PRESENTATION WILL LOSE 20% OF THEIR MARK.