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RETAILHITSANDMISSES
T H I S B LO G I S A P LA CE T O H I G H LI G H T W H A T S NEW I N T H E R ET A I L CU S T O MER EX P ER I ENCE A ND
CELEB R A T E W H A T W O R K S . . . T O CH A MP I O N T H E R ET A I LER S W H O G ET I T R I G H T , A ND S P U R
I NT O A CT I O N T H O S E W H O DO N T .
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ScrambledMerchandising
You'veseenitallaroundyounow
Comments
there'satermforit.Scrambled
Merchandisingreferstoapractice
bywholesalersandretailersthat
BLOG ARCHIVE
carryanincreasinglywider
2009(53)
assortmentofmerchandise.It
2008(56)
occurswhenaretaileraddsgoods
andservicesthatareunrelatedto
December(5)
eachotherandtothefirm's
November(8)
originalbusiness.
October(12)
September(12)
CMOs&Marketing
AccountabilityALookat
HomeD...
WaMu'sRetailBankToxic,
Too?
Itusedtobethatyouwenttoadrugstorefordrugs,hardwarestorefor
hardware,apetstoreforpetfoodandagrocerystoreforgroceries.Now
youcanbuygroceriesatthedrugstore,findpetfoodatthehardware
storeandgetanythingyouwantatWalMartorTarget,nottomention
ZapposorAmazon.
TheConsumerElectronicsAssociationpresentedatRetailVisionresults
InRetailasinPolitics,
EverybodyLovesaWinner...
fromarecentconsumersurveyaboutbuyingpreferences:25%wouldbe
UpClose&PersonalatNFL
Games
Ikea,40%fromBed,Bath&Beyondandalmost60%fromHomeDepot.
ValueHasBecomeTable
Stakes
ForCircuitCity?Howcananyretailerfacinginroadsfromnon
GoogleHidingBehind
Technology
ScrambledMerchandising
willingtobuyconsumerelectronicsproductsfromStarbucks,30%from
WhatdoesthismeanforcategoryleaderBestBuy?ForRadioShack?
traditionalcompetitionprotectitsturfandretainitscustomers?
Theanswerliesinunderstandinghowpeoplemakedecisionsabout
wheretoshop.Ourresearchsaystherearegenerallytwomain
considerations:thelikelihoodthatthestorewillsatisfythe
Inpoliticsasinretail,themore
channelsofint...
requirements(i.e.,Selection)andtheavailabilityofknowledgeablehelp
Goingfor"Good"
yearinresearchingthehomecentermarketwelearnedthatpeoplegoto
DoesBighavetobetheOpposite
ofSpecial?
(i.e.,Expertise).Price,location,andloyaltyareusuallysecondary.Last
HomeDepotwhentheyfeelprettyconfidentaboutwhatthey'redoing
becauseHomeDepothasthebestselection.Conversely,whenhelpis
http://retailhitsandmisses.blogspot.in/2008/09/scrambledmerchandising.html
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6/15/2015
RetailHitsandMisses:ScrambledMerchandising
DoingaWorldofGood
needed,consumerswilltradeoffalittleselectiontomakesuretheycan
BRisTurning30
talktoarealpersonwhoknowswhattheyaretalkingabout.In
categoryaftercategory,wehaveseenthissamebasictradeoff.
August(14)
So,shouldBestBuybeworriedaboutHomeDepotmovinginto
July(5)
electronics?Hardly.ForHomeDepottomakeagoofit,they'llhaveto
changealot.Topprioritywouldbetogetmoreemployeesinthestores
toanswerpeople'squestions.ThefolksatHomeDepotarefriendly
G O O D LI NK S
enoughandifyoucanfindthem,theyareactuallyhelpful.Problemis,
FollowMeonTwitter
forcostreasons,employeesarefewandfarbetweenatmostHome
RetailCustomerExperience.com
Depots.Eventhoughwe'recomfortablebuyingCE,westillhave
Whowritesthisthing,anyway?See
myLinkedInprofile
questions,oruniquesituationsthatrequiretalkingtosomeone.Aslong
CustomerInsight&BrandStrategy
Consulting
todefendagainstscrambledmerchandising.
PositioningsthatBeatPlan!
P O S T ED B Y J U DY H O P ELA I N A T 11: 01 A M
LA B ELS : B ES T B U Y , CO NS U MER ELECT R O NI CS , H O ME DEP O T , I NNO V A T I O N,
R ET A I L CU S T O MER EX P ER I ENCE
MillennialMarketingBlog
AddtoTechnoratiFavorites
BestBuykeepsinnovatingthecustomerexperience,theyshouldbeable
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