Implementation online and off

1. Special Issue:
Integrating Advertising
& Promotion for
Retailers with an Online
Presence
By Alexandra Leal, Brianna
Kasperowicz, Didier Martelly,
Elizabeth Pooran, Matthew
Spector, & Yangyi Zhou
MAR 250 – Prof. Chiagouris

2. Introduction
• Through the integration of
these two presences, retailers
would be able to maximize
their services and consumers
could make similar decisions
online as they would when
shopping in-store.
• In today’s society, retailers
have the opportunity to sell
their products/services
online in addition to the
traditional brick-and-mortar
retail stores.

3. Statistics
Although the internet has a great role in today’s
society, e-commerce continues to represent just a
small portion of sales.
U.S. Census Bureau

4. Brick & Mortar Stores
• Hands-on experience
• Employee Assistance
• Layout of store
should appeal to
customers
• Reflection of
company’s image

5. Online Stores
• Convenient way to
search for/receive
products
• Advertise through
social media
• Products are easier to
find and are usually in
stock

6. Stores
• In this project we will discuss the advertising,
merchandising, and promotion tactics used by:

7. Get Ready to do some serious shopping.

8. I N - S T O R E
Promotion
 Sales
 Quotes
 Statements
Merchandising tactics
 Visual merchandising
 Be a model
 Music
Advertisement
 Mannequins
 Celebrities
 Models
O N L I N E
Promotion
 Sales Page
Merchandising tactics
 Sales
 Models
 Quality
Advertisements
 Models
 Celebrity relationships

9. SUGGESTIONS
O N L I N E
• Possibility to buy full
outfits
• Size
• More quotes
• Search Tag
• Incentives/App
• Music
• Promotions & Deals
Page
• Videos

11. In-Store
Promotion
• Sales
• Rewards card
Merchandising
• Try-on stations
• Knowledgeable staff
• Gift cards
Advertising
• Display windows
• Sample goods

12. Promotion
• 5 Free samples
• Weekly specials
• Sales per category
Merchandising
• Variety of products
• Quality
• Brands
Advertising
• Celebrities
• Apps for phones and tablets
Online

13. Effective In-Store Strategies
• Sampling stations
• Rewards card with
accumulation of points
• Store theme: elegant, chic
• Knowledgeable
• No pushy sales clerk
Effective Online Strategies
• All products can be found
by category, brand and
colors
• Tutorials, reviews, advice
and inspire me sections
• Apps help stay connected
with recent new items

14. The first J. Crew was opened
at the South Street Seaport

16. Recommendations
• For the in store, they could have a neater and more
organized sale section
• Bigger selection in-store for men
• They should have an app

17. Your Gadget Wonderland

18. Strength and Weakness
Brick & Mortar
• Confused product guide
• Messy organization
• No advertising
Online
• Well designed
• Clean & organized

20. Recommendations
• Devices for browsing website
• Redesign the store
• Put some advertisements on media

21. MODELL’S SPORTING
GOODS
Gott Go To Mo’s

22. I N - S T O R E
P R O M O T I O N
 S a l e s
 “ E v e r y d a y Va l u e ”
 M o d e l l ’ s M V P C a r d
M E R C H A N D I S I N G
 E n c o u r a g e m e n t
 S e p a r a t i o n o f s p o r t s
 P o p u l a r b r a n d s
A D V E R T I S E M E N T
 A d s o v e r PA
 A t h l e t e s
 C l e a r a n c e
O N L I N E
P R O M O T I O N
 F r e e s h i p p i n g
 N e w s t o r e o p e n i n g s
M E R C H A N D I S I N G
 Va r i e t y o f c o l o r s
 U p c o m i n g e v e n t s
 E n c o u r a g e m e n t
A D V E R T I S M E N T
 I n a c t i o n a t h l e t e s
 G e t f i t

23. I N - S TO R E
 C o m b i n e s e c t i o n s
 I n a c t i o n v i d e o
 D i s p l a y p r i c e t a g s
f o r a l l p r o d u c t s
 R e l a t e t o u p c o m i n g
e v e n t s
O N L I N E
 Vi s u a l d i s p l a y o f
c o l o r s
 M V P c a r d
 A d v e r t i s e d e a l s
Recommendations for Integration

24. Conclusion
Best Strategies for
Integration:
• In- Store App
• Consistent Product
Organization
• Consistent
Sales/Promos
• Well-Maintained
Products
• Feedback/Help

25. Questions?