Read the TWO articles posted below . http://www.responsemagazine.com/direct-resp

Question

Read the TWO articles posted below .

http://www.responsemagazine.com/direct-response-marketing/mobilizing-home-shopping-space-7303

http://fortune.com/2014/06/02/yoox-fashion-luxury/

In addition, there is one more article provided directly below via a link.

http://www.usatoday.com/story/money/2016/07/18/luxury-retail-hurting-from-over-distribution-lack-of-tourist-spending/85872502/

Watch TWO videos below:

https://www.youtube.com/watch?v=AuQuQK6Yf3Y&feature=youtu.be

https://www.youtube.com/watch?v=IKouQFI1aM4&feature=youtu.be

Answer the THREE questions below:

1. Retailers employ traditional marketing practices as well as social media marketing to attract shoppers. Discuss and critique how SMM is used to attract shoppers. Distinguish between SMM efforts to reach the traditional brick and mortar (instore shopper) shopper versus the online shopper. Important, do not assume that the instore shopper is only an older demographic. Be sure to address how the merchandise offered, the shopping experience, logistical concerns are presented in both traditional and SM marketing efforts.

2. The retail sector has experienced difficulties recently including declining sales and store closures. Luxury retailers have not be immune to this downturn. Luxury retailers have now decided to establish a strong presence on the internet. Is this a good idea for luxury retailers to use social media to sell their merchandise? Will SMM effect their brand image? What suggestions do you have for these retailers as they try to maintain their status and full service image while also offering their expensive products online. In your answer, address the face that they target a wealthy, demanding customer base.

3. What future social media marketing ideas as well as challenges do you feel will be in the future for retail shopping?  Specifically, what can retailers do to increase their store traffic, revenue, and profitability using social media? Be sure to address the articles and offer creative ideas.

Explanation / Answer

In today’s technology driven world, social networking sites have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. defines social media marketing as a “connection between brands and consumers, [while] offering a personal channel and currency for user centered networking and social interaction.” The tools and approaches for communicating with customers have changed greatly with the emergence of social media; therefore, businesses must learn how to use social media in a way that is consistent with their business plan . This is especially true for companies striving to gain a competitive advantage. This review examines current literature that focuses on a retailer’s development and use of social media as an extension of their marketing strategy. This phenomenon has only developed within the last decade, thus social media research has largely focused on

(1) defining what it is through the explanation of new terminology and concepts that makeup its foundations, and

(2) exploring the impact of a company’s integration of social media on consumer behavior. This paper begins with an explanation of terminology that defines social media marketing, followed by a discussion of the four main themes found within current research studies:

If you sell to the public, there is a very good chance that many of your customers and prospective customers are networking and buying online. Online social media offer a low-cost way to reach and influence a wide customer base.

Savvy retailers know that maximizing profits means smart marketing; however, it can be challenging to devote as much time to marketing as you need in order to market more efficiently. To support that effort, we assembled ten retail marketing ideas to help bring increased sales and more loyal customers.

1. Track every marketing campaign
Do you know what your return on investment (ROI) was for the last marketing campaign you launched? If so, was the campaign a success? Did you set specific and measurable goals? It’s important to set campaign goals and then develop mechanisms to track those goals for every marketing campaign you launch, online or off. What are you trying to accomplish with your campaign? Is it more visits to your website, revenue driven by purchases, online post purchase reviews?

Whatever your goal, do a post campaign check-in to measure performance so you can use that information to shape your next campaign. A big piece of strategy is knowing what not to do and if something doesn’t work, you may choose to not do it again, or make some tweaks and retry it another time.

2. Free marketing opportunities
Do you work the social media sites your customers frequent? Do you place posters and flyers on community bulletin boards, or banners at busy intersections? Have you contacted other local companies who share your target customer base but don’t directly compete with you to develop unique package plans in which all of you market and sell for each other? For example, your retail shop could partner with a restaurant and spa to offer a Mother’s Day package: a gift from your shop, a trip to the spa, and dinner for two.

Free marketing ideas such as these abound; and yes, you might have to pay for printing but distribution can be had for free. You can also send these offers out via an email marketing campaign.

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