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Retail Location

Retail Location. Ching Ling Tseng Cieslinski Joseph William Yu-Ming Pan. U.S. Retailers to open over 94,000 New location by 2011. Over 5,400 active U.S. retailers planning over 94,000 new locations over the next Five years.--- Mar 21, 2007 -- 13,000 for Fast food restaurants

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Retail Location

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  1. Retail Location Ching Ling Tseng Cieslinski Joseph William Yu-Ming Pan

  2. U.S. Retailers to open over 94,000 New location by 2011 • Over 5,400 active U.S. retailers planning over 94,000 new locations over the next Five years.--- Mar 21, 2007 --13,000 for Fast food restaurants -- 6,500 for Women’s apparel -- 6,100 for Fast casual restaurant -- 6,000 new Coffee/ Juice bars

  3. Retail isn’t what it used to be *More and more chains move into vacant stores to save time and money -Kmart closed hundred of stores -Winn-Dixie closed or sold more than 300 stores -Retailer that have outgrown stores move to new buildings, leaving the old ones vacant

  4. Advantage of Move into an existing space • It’s great news when an empty building gets a new tenant. • Some property owner did the retrofit and leased it at a low rate. • Construction of a new building is time consuming and high cost. • Better for the community, creating jobs and increasing property taxes as well as taxes.

  5. Are We Shopping? Is This A Store? • How do we know what is inside the store without any windows? • Hollister: beach shack • Ruehl No.925: townhouse • Martin & Osa: long wooden wall with thin blue strip

  6. Shift among merchants and consumers • Retailers typically relied on eye catching windows, decorated for the season • Chance for this shift increases as the target market gets narrower • Plate glass windows say hello, as the walls that replace them say go away! • Either you belong or you don’t

  7. Does it work? • Retail executives claim that it differentiates itself from competitors • Curiosity leads you in, if you are who they are targeting then you will stay • Critics claim that they are shooting themselves in the foot • “It is fine when an old man walks in and then flees the store immediately”

  8. Nonstore-Based retailers : iTV • interactive television - sometimes called interactive TV / iTV / idTV - a technology that allows for two-way communication between the audience and the service provider, such as the broadcaster, cable operator or set-top box manufacturer, via the TV. • low interactivity - TV on/off, volume, changing channels • moderate interactivity - simple movies on demand without player controls • high interactivity - an audience member affects the program being watched - such as : Televoting mass calling TV radio campaigns supporting popular TV shows Audience participation for reality TV shows : Big Brother , Pop Idol, I'm a Celebrity Get me out of Here Audience participation TV programs: "Comic Relief" and "Children in Need"

  9. Nonstore-Based retailers : iTV provider • Services include video-on-demand (VOD), "walled-garden" services featuring news and personal information portals, interactive gaming, home shopping, commerce applications, and interactive educational programming. • A small sampling around the U.S. in the mid-90

  10. Tired oftraditional consumption - consumers are tending to shop with more convenient ways, 40% of the consumers would take the more convenient ways to shop because of the previous buying experiment; 62% of the consumers would decrease the buying desire because of the uncomfortable services by the sales personnel. Risk of traditional consumption - some consumers who think shopping outside would be dangerous and risky. They think shopping at home is more safety than shopping out of home. Interested in TV shopping - consumers are not only interested in price but also in new products and technology and interactivity. More information - in brick-and-mortars, lack of information and special merchandisers are the reasons decrease the buying desire. However, TV shopping channel used the live show to promote and teach consumers how to use the products, deliver all the information to the consumer. Nonstore-Based retailers :iTV consumer

  11. Interactive TV Ad for Retailer Boots Helps Viewers Choose Christmas Gifts Nonstore-Based retailers : iTV example retailer • Walgreens Campaign Taps Interactive TV - April 09, 2007 -Walgreens this month is testing interactive TV with a campaign that produces coupons for viewers at home and lets them sign up to receive email.

  12. Resources • Huntsville times (Alabama) by Marian Accardi – Nov 19, 2006 • PR newswire US by Wilton, conn – Mar 21, 2007 • http://blog.itvt.com/my_weblog/2005/11/interactive_tv_.html • http://www.brandweek.com/bw/news/apparelretail/article_display.jsp?vnu_content_id=1003568784 • http://www.itvt.com/etvwhitepaper-5.html • http://images.google.com/imgres?imgurl=http://www.tiresias.org/telecoms/graphics/int.gif&imgrefurl=http://www.tiresias.org/telecoms/int.htm&h=242&w=375&sz=31&hl=zh-TW&start=3&tbnid=mpC9yh8t7V_WKM:&tbnh=79&tbnw=122&prev=/images%3Fq%3DINTERACTIVE%2BTV%26gbv%3D2%26svnum%3D10%26hl%3Dzh-TW%26sa%3DX

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