Retail Advertising
In definition a retailer is a business or a person that sales products or services to the consumer. Retailers referred to a B2C environment as in a B2B environment it is normally wholesaler and supplier that sells to businesses.
Retail advertising consists then to inform consumers of the presence of a new product, a service, a promotion, an event etc. that occurs into the retails shops a particular company possesses.
Journal Article:
Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration
Leanne H.Y. Too, Anne L. Souchon & Peter C. Thirkell pages 287-319, Published online: 01 Feb 2010
Abstract:
This paper attempts to address the gap between relationship marketing and customer loyalty in retailing context. In fact the article states that customers loyalty is essential to the success of businesses, as getting new customers remains more expensive than retaining the existing ones.
For instance the results show that marketing efforts in terms of relationship with the consumer in the clothing industry are crucial to enhance commitment and loyalty.
Analysis:
As it is well known nowadays that getting new customers remains more expensive than retaining the existing ones, marketing efforts to maintain a good relationship with consumers is essential. However it is still important to diffuse a message that would reach new people, but also reinforce the feelings of your existing consumers towards your brand or company. Consistency in the way of advertising is probably a crucial point as it will show that retailers are understanding their consumers and are offering quality products and service on a long term basis.
Retail advertising consists then to inform consumers of the presence of a new product, a service, a promotion, an event etc. that occurs into the retails shops a particular company possesses.
Journal Article:
Relationship Marketing and Customer Loyalty in a Retail Setting: A Dyadic Exploration
Leanne H.Y. Too, Anne L. Souchon & Peter C. Thirkell pages 287-319, Published online: 01 Feb 2010
Abstract:
This paper attempts to address the gap between relationship marketing and customer loyalty in retailing context. In fact the article states that customers loyalty is essential to the success of businesses, as getting new customers remains more expensive than retaining the existing ones.
For instance the results show that marketing efforts in terms of relationship with the consumer in the clothing industry are crucial to enhance commitment and loyalty.
Analysis:
As it is well known nowadays that getting new customers remains more expensive than retaining the existing ones, marketing efforts to maintain a good relationship with consumers is essential. However it is still important to diffuse a message that would reach new people, but also reinforce the feelings of your existing consumers towards your brand or company. Consistency in the way of advertising is probably a crucial point as it will show that retailers are understanding their consumers and are offering quality products and service on a long term basis.
Selection of Adverts
Ikea: Stop dreaming and start dreaming.
Advertising Agency :
Zig, Toronto, Canada
Creative Director : Martin Beauvais
Objective:
The objective of the ad is to communicate that the dream of getting quality furniture becomes affordable for everyone. Ikea is well know to combine quality products with cheap prices and the company want to reinforce that image and keep it consistent.
Audience:
Ikea is targeting families and young adults, all social classes. The audience of Ikea is very large as they are recognized as 'THE' best furniturecompany in the world and have consequently a very strong brand awareness.
Effectiveness:
The effectiveness of the advert is based on its simplicity and it's slogan. In fact Ikea is playing with the contradiction of dreaming in terms of possessing something usually very expensive and the fact that this dream becomes affordable. The ad sticks really well with the image that the company possesses in consumers' mind. Therefore the picture values Ikea's products and enhance the idea that the brand is a trend launcher.
Creative Director : Martin Beauvais
Objective:
The objective of the ad is to communicate that the dream of getting quality furniture becomes affordable for everyone. Ikea is well know to combine quality products with cheap prices and the company want to reinforce that image and keep it consistent.
Audience:
Ikea is targeting families and young adults, all social classes. The audience of Ikea is very large as they are recognized as 'THE' best furniturecompany in the world and have consequently a very strong brand awareness.
Effectiveness:
The effectiveness of the advert is based on its simplicity and it's slogan. In fact Ikea is playing with the contradiction of dreaming in terms of possessing something usually very expensive and the fact that this dream becomes affordable. The ad sticks really well with the image that the company possesses in consumers' mind. Therefore the picture values Ikea's products and enhance the idea that the brand is a trend launcher.
Decathlon: Don't take a holiday from sport this summer.
Media Agency :
Young & Rubicam, Paris, France.
Creative Director : Les six
Objective:
Decathlon's objective is to create brand recall in consumer's mind when it comes to purchase sports products before going to holidays. In fact, Decathlon are selling a large range of product that people might use during holidays such as camping materials, hiking shoes, diving items, runners etc. An other objective is to reinforce the image of the brand as the right place to shop sports items.
Audience:
Young adults and families who take holiday to practice diverse activities and who are looking to have fun around sports. The target remains large as such entertainments are very popular when it comes to vacation.
Effectiveness:
The ad is quite effective using an appealing background that cultivates the excitement of going in holidays and have fun. The message 'Don't take a holiday from sports this summer' relates very well to the target market as consumers are going in holiday to entertain themselves through sport activities. The personification of the engine by the man pushing the boat enhance the sports image of the retailer.
Creative Director : Les six
Objective:
Decathlon's objective is to create brand recall in consumer's mind when it comes to purchase sports products before going to holidays. In fact, Decathlon are selling a large range of product that people might use during holidays such as camping materials, hiking shoes, diving items, runners etc. An other objective is to reinforce the image of the brand as the right place to shop sports items.
Audience:
Young adults and families who take holiday to practice diverse activities and who are looking to have fun around sports. The target remains large as such entertainments are very popular when it comes to vacation.
Effectiveness:
The ad is quite effective using an appealing background that cultivates the excitement of going in holidays and have fun. The message 'Don't take a holiday from sports this summer' relates very well to the target market as consumers are going in holiday to entertain themselves through sport activities. The personification of the engine by the man pushing the boat enhance the sports image of the retailer.
Woolworth: Australia's Fresh Food People
Advertising Agency :
Droga5, New York, USA.
Creative Director : David Nobay
Objective:
Reinforce the quality image of the company through representing it as a big family, close from their consumers. The humanist side used with naming every actors of the supply chain aims to create feeling towards the retailer.
Audience:
The target here is obviously everyone in Australia. By promoting the fact that Woolworth is worried from the origin of their products, the company wants to touch emotionally Australian consumers and make them proud of their country.
Effectiveness:
The ad produced is very effective as it share the Australian values such as integrity, happiness, and family spirit. It communicates that Woolworth focuses on the origin of the product but also on the quality of the services they provide. The consumer is likely to develop affection watching the ad as it can easily identify himself to one of the ad's characters.
Creative Director : David Nobay
Objective:
Reinforce the quality image of the company through representing it as a big family, close from their consumers. The humanist side used with naming every actors of the supply chain aims to create feeling towards the retailer.
Audience:
The target here is obviously everyone in Australia. By promoting the fact that Woolworth is worried from the origin of their products, the company wants to touch emotionally Australian consumers and make them proud of their country.
Effectiveness:
The ad produced is very effective as it share the Australian values such as integrity, happiness, and family spirit. It communicates that Woolworth focuses on the origin of the product but also on the quality of the services they provide. The consumer is likely to develop affection watching the ad as it can easily identify himself to one of the ad's characters.