In Kurt DeneenÆs (2005, p. 1) Creating ôMy kind of store,ö the author discusses how more and more retailers are transforming their organizational marketing structure from mass marketing to ôàtargeting specific groups of customersö by moving ôàaway from a centralized organizational structure that manages all marketing, assortment, and distribution channels to a decentralized approach.ö 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 ômy kind of store,ö basically an environment ôàwhere customers can feel completely at home, relate with ease to the shopping experience, and see themselves reflected in the marketing.ö
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 with specialized products, (Deneen, 2005, p. 2). For example, Target took over a BullÆs Head Inn in the Hamptons for five weeks last summer with a company created it called ôàa one-stop resource for all things summer,ö (Deneen, 2005, p. 2). By offering such items at a trendy summer locale just in time for summer needs, the company experienced brisk sales. Home Depot uses ôUrban Theater,ö a mock loft apartment complete with actors who complete home projects in orde...