Once the leader in discount retailing, Kmart long ago took a back seat to Walmart, Target, and others discount chains. But recent efforts to provide value to customers through innovation show that the veteran retailer may still have its edge. To gain a competitive one-up, Kmart started a unique program that combined the benefits of online and brick-and-mortar shopping. When an item that customers wanted to purchase was not in stock at one of its stores, Kmart would ship the item to the customer’s home for free. To launch this program, Kmart unveiled an ad campaign that illustrated an uncharacteristic relevance to younger, tech savvy customers. With the slight-of-mouth message that customers could “ship their pants” (or any of the other 65 million items in Kmart’s inventory) for free, the ad went viral. As a result, Kmart got its message out in spades, entertaining many while offending a few along the way. What kind of customer does the “Ship My Pants” campaign target? How is this significant?

Once the leader in discount retailing, Kmart long ago took a back seat to Walmart, Target, and others discount chains. But recent efforts to provide value to customers through innovation show that the veteran retailer may still have its edge. To gain a competitive one-up, Kmart started a unique program that combined the benefits of online and brick-and-mortar shopping. When an item that customers wanted to purchase was not in stock at one of its stores, Kmart would ship the item to the customer’s home for free. To launch this program, Kmart unveiled an ad campaign that illustrated an uncharacteristic relevance to younger, tech savvy customers. With the slight-of-mouth message that customers could “ship their pants” (or any of the other 65 million items in Kmart’s inventory) for free, the ad went viral. As a result, Kmart got its message out in spades, entertaining many while offending a few along the way. What kind of customer does the “Ship My Pants” campaign target? How is this significant?

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter15: Retailing, Direct Marketing, And Wholesaling

Section: Chapter Questions

Problem 1SC

See similar textbooks

Similar questions

Once the leader in discount retailing, Kmart long ago took a back seat to Walmart, Target, and others discount chains. But recent efforts to provide value to customers through innovation show that the veteran retailer may still have its edge. To gain a competitive one-up, Kmart started a unique program that combined the benefits of online and brick-and-mortar shopping. When an item that customers wanted to purchase was not in stock at one of its stores, Kmart would ship the item to the customer’s home for free. To launch this program, Kmart unveiled an ad campaign that illustrated an uncharacteristic relevance to younger, tech-savvy customers. With the slight-of-mouth message that customers could “ship their pants” (or any of the other 65 million items in Kmart’s inventory) for free, the ad went viral. As a result, Kmart got its message out in spades, entertaining many while offending a few along the way. After viewing the video featuring Kmart, answer the following questions:…
why omnichannel is regarded as a crucial retail strategy to adopt, regardless if you are a brick-and-mortar, brick-and-click or a pure e-commerce retailer, and the main challenges of a pure e-commerce retailer when to implement a successful omnichannel business model.
Select two stores that you shop regularly. What competitive advantages do those stores have over their competitors that cause you to shop there rather than at the competitors? Develop your personal mission statement, with supporting goals.
What is your favorite store? Explain in detail why it has become your favorite, and what other stores can learn from this.
How do you reconcile Trader Joe's success with the fact that grocery stores as a category are in the maturity stage of the retail life cycle? What are the key factors behind Trader Joe's success and what step should ittake beyound its current arketingactivities to continue to prosper?
(Reflective Essay) Why breaking bulk of retailer is best? What would a competitive retailer have to do to get your patronage?
In a small group, present a plan for a new retail store. Who is the target market? Describe the merchandise, atmospherics, price points, services provided, location, and how you would promote your retail store. Describe how you will differentiate your store from competitors.
Consider the following case study, then answer the questions that follow:The narrative around retail can often make it seem that online is the only space that matters. Time and again we see another celebration of the immediacy, convenience or intuitiveness of digital as a channel for both communication and all‐round service delivery. But is digital reallyreducing other channels to obsolescence? Quite the opposite: there’s a huge advantage to be had in bringing product and experience to life through physical touch. Digital can remove the pain points of the retail experience, but only an omnichannel approach can make it fantastic.Let’s take the ultimate digital provider – Amazon. Its business extension into the bricks and mortar store, Amazon Go, was trialled successfully in Seattle and is set to expand globally. The store takes the pain out of retail by eliminating as many of the grocery pain points as possible, starting withwaiting in line. The ‘tap and go’ element, which commenters…
How would Trader Joe's be classified as a retail outlet in terms of ownership, level of service, and merchandise line?
In order to adopt a multi-, or omnichannel business model, retailers need to manage increased complexity as they try to integrate different channels, technologies, skills, logic, etc. into one seamless retail experience. In this assignment, you are to reflect on the omnichannel business model from an e-commerce perspective. Your reflection should include (but is not limited to) thoughts on why omnichannel is regarded as a crucial retail strategy to adopt, regardless if you are a brick-and-mortar, brick-and-click or a pure e-commerce retailer
Tina is a young entrepreneur who is launching a new line of environmentally friendly (green) beauty products. She is taking some strategic decisions regarding the "place" for her marketing efforts. a) Should she sell through a physical/traditional store or an online/Internet store? Explain two key benefits of each channel for her business. b) Suppose she decides to follow an omnichannel approach, through both a physical and an online store. What are the four issues/challenges that she should address in order to have an effective omnichannel retail strategy? (Hint: Chapter 16 lecture notes, page 16-24) How should she approach each one? Explain how each challenge relates to her products and how to manage each one. c) Suggest an additional channel through which she should consider selling her products, apart from a physical and an online store. Describe this channel and how she should implement it, and justify why it would be beneficial to her business.
why omnichannel is regarded as a crucial retail strategy to adopt, regardless if you are a brick-and-mortar, brick-and-click or a pure e-commerce retailer? You are to use and refer to (but not limited to) the following references: • Laudon and Traver, (2020), E-Commerce 2020–2021: Business, Technology and Society, Pearson Intl, Chapter 11.1. Kremez, Z., Frazer, L., Weaven, S. and Quach, S. (2021) E-commerce structures for retail and service franchises: E-commerce implementation in mature franchise systems. Asia Pacific Journal of Marketing and Logistics, 33(6), pp. 1292-1308. Gerea, C. and Herskovic, V. (2022) Transitioning from multichannel to omnichannel customer experience in service-based companies: challenges and coping strategies. J. Theor. Appl. Electron. Commer. Res., 17(2), pp. 394-413. .