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Developing brand awareness by keeping up with new developments
and trends
Dr Sean SandsAustralian Centre for Retail Studies
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
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
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
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
www.buseco.monash.edu/mkt
Creative strategies to lure customers into stores
www.buseco.monash.edu/mkt
Department of MarketingDepartment of Marketing
www.buseco.monash.edu/mkt
Department of MarketingDepartment of Marketing
Looking globally for growth & expansion
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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