Retail Conference 2011 - Sean Sands, Australian Centre for Retail Studies - Monash University

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