Changes in Retailing

This structural evolution has also been a driver of innovation, as companies from Home Depot and Target to Bed, Bath and Beyond and Best Buy create innovative marketing structures to provide localized marketing. Such structures enable companies to respond rapidly to customized local needs of customers. For example, Best Buy has launched a number of specific store concepts that are tailored directly to soccer moms, or tech gurus, or even urban metrosexuals. While product assortments may be similar, their presentation is geared toward each groupsÆ needs. Target Corporation have innovated a new form of marketing known as ôpop-upö events, where the company pops-up at customer regions

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calized retailing is about creating "my kind of store" -- an environment where customers can feel completely at home, relate with ease to the shopping experience, and see themselves reflected in the marketing. Appealing directly and individually to customers, though, requires a strong awareness of the local customer base and a firm grasp of what will catch customers' attention. A good example of this principle in action is the "Urban Theater" that Home Depot created in its recently opened store in Manhattan. In this "virtual apartment" setting, Home Depot showcases its most urban-relevant products while actors complete home projects in a mock loft apartment -- a setting that many of the borough's residents can relate to. "The [retail] chains that are always successful in the city are the chains that come in and change for the city and react to New York," said Jeffrey Roseman, a real estate broker in the city, in Women's Wear Daily. Localized retailing has also spawned "pop-up" events in which marketers or retailers set up shop briefly to target a specific market segment. These retailers may have traditional brick-and-mortar locations, but they use this type of marketing event to identify and communicate with a particular audience.
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Some common words found in the essay are:
Eddie Bauer, Home Depot, Customer-centricity Retailers, Kurt DeneenÆs, Kurt Deneen, Sanjay Chopra, Anderson Buy's, Essentially Amazon's, Bridgehampton York, Beyond Buy, deneen 2005, deneen 2005 2, customized retailing, mass customization, gallup organization, mass marketing, 2005 2, distribution channels, home depot, specific market, creating store, marketing assortment distribution, manages marketing assortment, assortment distribution channels, structure manages marketing,
Approximate Word count = 1840
Approximate Pages = 7 (250 words per page)

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