This document discusses strategies for integrating advertising and promotion across brick-and-mortar and online retail stores. It analyzes examples from J. Crew and Modell's Sporting Goods. Retailers can maximize customer services and purchasing experiences by coordinating in-store and online promotions, merchandising, and advertisements. Effective tactics include sales, rewards programs, product sampling/try-ons, organized displays, social media ads, and apps to connect physical and digital shopping. Integrating these elements consistently across channels can improve the customer experience and drive sales both online and in-stores.

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?