Retail Outlet Marketing Strategy


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  • Cheshire Oaks Designer Outlet Shopping Centre - ‘offering designer labels at discount prices, permanently reduced by up to 60% everyday .’
  • Figures based on Whyatt’s study which had 828 participants; 7 of 17 outlet stores visited had Adidas Outlet Store. Multiple segmentation strands – income, location (little reason to target consumers in Norwich as there isn’t an outlet store nearby), age
  • Loyalty and Affiliation to the Brand
  • Potential Microsite for Niche Marketing
  • Capitalise on London 2012 Official Partnership – Engage with Consumers (Discount Vouchers, Branded T Shirts Etc)
  • For iPad – builds upon the recent miCoach collaboration with iPhone (they could have live demos on whilst stationary perhaps) Against iPad – expense (cheaper tablets on market for similar job) or build upon Adidas’ relationship with Samsung by using Galaxy tab. Emails collected for emarketing purposes with consumer also gaining the chance to be entered into the London 2012 based ‘i am adidas’ competition. With the emails uploaded and integrated into a CRM system the campaign would aim to send bespoke literature to the consumer using personalised names, a location where they shopped and links to images which could possibly contain them from the day they visited. Sales promotion vouchers could also be issued to encourage repeat visits – e.g 10% off your next visit.
  • Also Youtube videos of feedback from ‘the games’
  • Goals & Key Performance Indicators
  • Lio Messi Helicopter
  • Retail Outlet Marketing Strategy

    1. 1. Marketing Strategy for the UK Factory Outlet Stores Philip James Barnes
    2. 2. Introduction <ul><li>Retail Marketing Strategy for Outlet Stores </li></ul><ul><ul><li>Who? Marketing Mix & Segmentation </li></ul></ul><ul><ul><li>Why? Campaign Goals & KPIs </li></ul></ul><ul><ul><li>What? Proposed Marketing Campaign </li></ul></ul><ul><ul><li>How? Marketing Strategies & Budget </li></ul></ul><ul><ul><li>Where & When? Timescale & Locations </li></ul></ul><ul><li>Case Study </li></ul><ul><ul><li>Critical Analysis </li></ul></ul>
    3. 3. Marketing Mix Promotion Place Price Product <ul><li>Discounted with a % off RRP </li></ul><ul><li>Premium Brands </li></ul><ul><li>- Discontinued Products </li></ul><ul><li>- Made for Outlet </li></ul><ul><li>- Defects </li></ul><ul><li>Bargain Products </li></ul><ul><li>Websites </li></ul><ul><li>Posters </li></ul><ul><li>Branding </li></ul><ul><li>Outlet Centres </li></ul><ul><li>Accessible from </li></ul><ul><li>Major Road </li></ul><ul><li>Networks </li></ul><ul><li>Sponsor Adverts </li></ul><ul><li>Discount Stores </li></ul>
    4. 4. Who? - Segmentation 75% aged between 25 – 54 > 60% have a minimum household income of £30,000 pa <ul><li>Reasons for Visiting </li></ul><ul><li>High Quality </li></ul><ul><li>Discount </li></ul><ul><li>Wide Range </li></ul>Middle Aged Middle Class Sources: Conroy 1998; Whyatt 2007
    5. 5. Why? Campaign Goals <ul><li>Increase </li></ul><ul><ul><li>Footfall </li></ul></ul><ul><ul><li>Increase Sales </li></ul></ul><ul><ul><li>Increase Brand Loyalty </li></ul></ul><ul><li>Strengthen Customer Relationships </li></ul>
    6. 6. What? - Proposed Marketing Campaign
    7. 7. How? Marketing Strategies <ul><li>Photo Competition </li></ul><ul><li> </li></ul><ul><li>Interaction through Sport </li></ul><ul><li>Email Collection </li></ul><ul><li>Local Web & Media </li></ul>
    8. 8. Olympic Roadshow <ul><li>Each weekend the Adidas Olympic Roadshow would visit an Outlet Store </li></ul><ul><li>12 Stores – 12 Weeks of Summer </li></ul><ul><li>12 Sports from the Olympic Disciplines </li></ul><ul><li>Coaching Points from Officials, Mini Games, Certificates for Kids & Adidas Prizes </li></ul>
    9. 9. iPad Email Marketing
    10. 10. Social Media Marketing
    11. 11. Competition <ul><li>Facebook Photo Competition – Opportunity to Win London 2012 Tickets & be New Face of the Campaign </li></ul>
    12. 12. Key Performance Indicators <ul><li>Sales Turnover & Footfall </li></ul><ul><li>ECRM Analytics </li></ul><ul><li>Facebook Interaction </li></ul><ul><li>Video Feedback from Olympic Roadshow </li></ul><ul><li>Media Coverage </li></ul>
    13. 13. Catch Me If You Can! Positives Potential Improvements <ul><li>Great Strategy – Excitement, Interaction and Brand Awareness </li></ul><ul><li>Media Coverage </li></ul><ul><li>New Locations </li></ul><ul><li>Social Media Interaction – YouTube for Clues, Video Diary on the Day </li></ul><ul><li>UK Wide </li></ul><ul><li>More of the Same! </li></ul>
    14. 14. Thanks for Listening Any Questions?
    15. 15. References <ul><li>Conroy, M. (1998) Discount Dreams – Factory Outlet Malls, Consumption & The Performance of Middle Class Identity. Social Text, 16(1): 1 - 12 </li></ul><ul><li>Whyatt, G. (2007) Which Factory Outlet Centre? The UK Consumer’s Selection Criteria. Journal of Retailing and Consumer Services, 15(4): 315 – 323 </li></ul>