Changing the Target Audience in Retail Sales

Kohl’s is an American department store, founded by Maxwell Kohl in 1962. In 1946, Maxwell operated his first store which is known as Kohl’s Food Store. After the success of Kohl’s Food Store, he opened his first department store which is Kohl’s Department Store (present). Since that year, it has been operating in the retail industry and it offers clothing, furniture, accessories, electronics, and house ware products. During the 2000s. Kohl’s has expanded nationwide in the United States. Also, Kohl’s is the second largest retail store in the United States. In addition, the target group of Kohl’s are upper middle and upper class individuals especially families.(Gennrich, 2012)

Through the product range offered and the middle-range price level, WHSmith targets a wide demographic in terms of age, income level and family life cycle. Geographically, the store location catchment is relatively wide due to their prominent locations. Demographically, family gate-keepers and browsing husbands are targeted as they buy children’s books. Women, especially of middle-age, hold the buyer power in the adult book category, as the majority are of income group A or B and they buy for themselves and for others. Women are also the group who buy the most stationery (including mothers purchasing school supplies for their children) as well as students and economic groups A and B. Again women form the customer base for gift wrap and cards, along with the time-poor employed. This analysis of WHSmith’s customer profile in these categories should allow the marketing team to tailor their strategies to

Due to the economy downturn period, Macy’s and many other retailers were suffering. Fortunately, Macy’s has chosen the beneficial marketing strategy to fit the objective of business. This paper will analyze the company’s situation from its financial aspect, industry aspect, the competitive part and Macy’s marketing strategies to conclude that Macy’s could have stable profit in the next three to five years.

There is potentially a huge and growing profit pool due to the growth of the middle class and high income people. This means people have more disposable income to spend on retail shopping. This growing profits pool is increasingly affected by the customer service sector as there are more high income people who prefer good shopping experience.

The industry we have chosen is the department store-retail industry. Within this industry, we have chosen the department stores of JCPenney and Macy’s. We find this industry, as well as these two companies, interesting from a strategic perspective. JCPenney has recently undergone a massive strategic restructuring in regards to its pricing, brand offerings, and store layout, pushing it away from the typical department store strategy of discounts and coupons. Its new strategy has become much closer to Wal-Mart’s strategy of every day low prices. Macy’s, on the other hand, has restructured with a push from the economic

Helen’s is an upmarket fashion boutique store in Sydney’s east. Falling sales have been reflected by surveys that reveal consumers view the business as outdated and no longer relevant to consumers’ needs. Strong competition in the area has placed considerable pressure on pricing. The business’s target market, 50-65 year old females, no longer dominated the now younger demographic character of the area.

In this segment, the retailer J.C. Penney will be analyzed against the department store retail industry, with particular emphasis placed upon their competitors, Macy’s and Kohl’s. The major components to be discussed will include the general external environment (i.e. demographics, economics, politics, legal requirements, technologies and global expansion), the industry environment, the competitive environment, the driving forces and the key factors for success within the industry. In terms of the general external environment, the retail industry is a multi-trillion dollar business in the United States alone and maintains operations primarily due to consumer spending. Such purchases rely upon the disposable income of

Store’s future strategy: This store was said out-dated and catered to old people. Although the store had tried some promotions to attract younger customers, McGregor felt they had not been entirely successful. So they need to be catered to younger people as well.

In conclusion, the argument is not well-reasoned as it stands. It could considerably strengthened if the author clearly mentioned all relevant facts. To allow for a better evaluation of the argument, the author needs to explain why he believes that the consumer behavior won't change and why the change in the product portfolio is

This means the merchandiser is now reaching for younger, hipper clientele in addition to its traditional staple of conservative shoppers” (Levine, 2000). By 2001-02 it was clear that this campaign was going nowhere and was not effective in increasing the popularity of the brand or increasing customer base and loyalty. Carol Tice from BizJournals wrote an article in 2003 with an opening sentence of “A year short of its 100th anniversary, Nordstrom Inc. was in trouble” (Tice, 2003). She continued to explain how the campaign did not work and how the company quickly took measures to recover. Several long term customers felt alienated by the re-brand.

(4) The fact that customers are mainly men limits the available market, too, to sellers, causing sellers to keep prices high. However, the Internet has reduced barriers to entry into the industry. The overhead of maintaining a shop, even of hiring models to pose for pictures now that computer graphics can substitute, has reduced costs. The Internet has also increased demand as it has taken away much of the embarrassment of ‘real life’ purchasing. Thus, technological change can fundamentally change both the supply and demand sides of the equation of any industry.

a. What process elements do you believe are critical to ensure your organization understands the target market and its needs today and remains knowledgeable and informed about trends as your business grows and technology and market forces change the market? Are there specific tools (e.g. CRM, big data tools) that should be part of your firm’s toolkit? If so, explain what value they bring, how they fit into your process, and way they are worth the investment of time, money, and mind share during the critical startup phase.

The product life style of the department store is in the mature or declining phase of its product life style, because of the declining sales. Furthermore, according to estimates, market share has eroded away to 7 per cent, as of 2010, and is far below the desirable rate 15 per cent (Johnson, 2011, p. 3). Also, the brand image is being heavily relied upon and the bottom line is not showing significant increase in the years presented in the journal article. Macy’s is afloat due to a strong management team and the aggressiveness to deal with problems as they arise. For example, continuing to adjust its portfolio of stores, focusing on fashion, and developing private labels in bedding, outerwear, ‘tween’ clothing, increase national advertising and using celebrities. Additionally, Macy’s advertising is combining the national department store image with July 4 and the Annual Macy’s Thanksgiving Parade, which appeals to the American citizen. Solution

Although department stores have suffered the most at the hands of off-mall retailer growth, many are reinventing themselves. Key elements of the

Many theories have been proposed to explain the factors that influence shopping mall behaviors. Although it covers a wide variety of theories, such as situational, personal, social and cultural factors, this research will focus on personal aspect. These themes includes how does consumers’ gender and age perspectives impact on time they spend in shopping malls and the debate between different thoughts on the influence of their income.