Creating A Store

In Kurt Deneen's (2005, p. 1) Creating "My kind of store," the author discusses how more and more retailers are transforming their organizational marketing structure from mass marketing to "�targeting specific groups of customers" by moving "�away from a centralized organizational structure that manages all marketing, assortment, and distribution channels to a decentralized approach." Many retailers have now restructured their marketing departments to be able to respond locally to consumers. The main idea underlying localized marketing is the creation of what Deneen (2005, p. 2) calls "my kind of store," basically an environment "�where customers can feel completely at home, relate with ease to the shopping experience, and see themselves reflected in the marketing."

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 groups' needs. Target Corporation have innovated a new form of marketing known as "pop-up" events, where the company pops-up at customer regions

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alized 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.

Category: Business - C