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Tag Archives: Retailing

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Is Being a “Meme Stock” Enough to Save Bed Bath & Beyond?

26 Thursday May 2022

Posted by grewallevymarketingnews in Chapter 17: Retailing and Multichannel Marketing

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Bed Bath & Beyond, Meme Stock, Retailing, Stock market

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Over the most recent ten quarters, Bed Bath & Beyond has failed to achieve its predicted revenue levels in seven …

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Influencers, Live on Your Stream, Ready to Sell You the Products You Want

22 Thursday Apr 2021

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 17: Retailing and Multichannel Marketing

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Influencers, Livestreaming, Multichannel Marketing, Retailing, Social and Mobile Marketing

Lo-res_119759522-SIn ongoing attempts to be present in any channel that shoppers might use, retailers are embracing the potential of livestreams and their ability to provide a sort of in-person vibe that helps consumers engage with brands. These channel shifts and efforts also reflect the growing sales potential offered by influencers, whose live broadcasts already attract hundreds or thousands of viewers. Finally, the increasing uses of livestreaming retail reflect the expansion plans of various tech and social media firms to be all things to all users.

On Amazon Live for example, individual influencers constantly post videos that review and introduce various products that viewers can purchase with a click. Multiple streams run simultaneously, so visitors can choose whether they want to learn about a single brand of hot sauce from someone sitting in his car, waiting in line to get a vaccine outside Dodger Stadium, or if they prefer to encounter a wide range of products, presented in a professional, journalistic-like style, by “The Deal Guy.”

These influencers and salespeople generally earn some varying percentage of the price for any products sold through the link on their livestreams. For example, the Deal Guy earns a higher percentage for luxury products than for grocery items. Influencers who attract more views and clicks earn priority placements in video menus, as well as quicker technical support if something goes wrong with their feed.

But whereas Amazon Live allows a few dozen livestreams at the same time, services in China host hundreds of them. China is a big market for livestreaming, such that it accounts for about $63 billion in sales, equivalent to 9 percent of the country’s online market. Many retailers host their own shows. A Chinese college even has added an ecommerce livestreaming degree to its curriculum.

Taking lessons from China’s far more advanced livestreaming examples, one consultant suggests that U.S. retailers cannot simply assume that adding videos to ecommerce sites will appeal to fans of livestreaming. Rather, the channel requires novel, appealing, engaging content. To provide it, retailers might consider limited-time offers, as well as exclusive products that people cannot find elsewhere.

Retailers also might take lessons from an older technology: home shopping channels. In these environments, popular and appealing hosts (similar to influencers) introduced a range of products to shoppers through their televisions (parallel to digital screens), often in virtually real time. Just as today’s users can comment during livestreams, shoppers could call in to chat with a host, establishing a strong connection and sense of engagement. As may come as no surprise, the parent company that owns famous home shopping services such as HSN and QVC already hosts livestreaming sessions on Roku, YouTube TV, and Facebook Live.

Discussion Questions:

  1. What do retailers need to do to leverage livestreaming options?
  2. Which kinds of influencers might be the best options to hire to conduct livestreaming sessions?

Source: Jackie Snow, “Livestreaming, Still Niche, Grows as a Tool for Retailers,” The New York Times, March 14, 2021

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Pets Make People’s Lives Better, and Walmart Is Ready to Make Pets’ Lives Better for Them

05 Friday Feb 2021

Posted by grewallevymarketingnews in Chapter 13: Services: The Intangible Product, Chapter 17: Retailing and Multichannel Marketing

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Pets, Retailing, Services Marketing, Walmart

In addition to dry and canned food, a leash, and some toys, pet owners can now meet more of their …

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Targeting Diversity: Target’s Commitment to Change

30 Friday Oct 2020

Posted by grewallevymarketingnews in Chapter 05: Analyzing the Marketing Environment, Chapter 17: Retailing and Multichannel Marketing

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BLM, Diversity, Marketing Environment, Retailing, Target

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With its headquarters in Minneapolis, the site of the brutal killing of George Floyd by uniformed police officers, Target encountered …

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TikTok Provides Both a Candy Challenge and a Candy Solution for One Small Retailer

14 Wednesday Oct 2020

Posted by grewallevymarketingnews in Chapter 02: Developing Marketing Strategies, Chapter 03: Social and Mobile Marketing, Chapter 17: Retailing and Multichannel Marketing

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Candy Me Up, Marketing Strategy, Retailing, Social and Mobile Marketing, TikTok

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As the saying goes, necessity is the mother of invention. Faced with declining sales and the looming COVID-19 pandemic, one …

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New Format for Luxury Shopping: Social Retail By Burberry in China

06 Tuesday Oct 2020

Posted by grewallevymarketingnews in Chapter 17: Retailing and Multichannel Marketing

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Burberry, China, Multichannel Marketing, Retailing

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Visitors to Burberry’s social retail shop see representations of pure luxury: richly appointed interiors, tastefully stocked with traditional and modern …

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Playing the Tunes and the Ads Just for You: Personalized In-Store Audio at Kroger Stores

01 Thursday Oct 2020

Posted by grewallevymarketingnews in Chapter 17: Retailing and Multichannel Marketing

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kroger, Retailing

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Stores already design their audio environment to reflect their shoppers. High-end luxury stores tend to play classical, instrumental music at …

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Especially Thankful for a Job This Year: Walmart Will Close Stores on Thanksgiving for the First Time in Decades

26 Wednesday Aug 2020

Posted by grewallevymarketingnews in Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics, Chapter 17: Retailing and Multichannel Marketing

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Conscious Marketing, Retailing, Walmart

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Retailers with physical channels need to make sales in stores, but to do so, they need employees. One factor cannot …

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Something for Everyone: Shopping through Facebook Shops

08 Wednesday Jul 2020

Posted by grewallevymarketingnews in Chapter 03: Social and Mobile Marketing, Chapter 17: Retailing and Multichannel Marketing

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e-commerce, Facebook, Multichannel Marketing, Retailing, Social and Mobile Marketing

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Platforms rely on the active participation of different kinds of users, each of which must benefit from its participation. With …

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Expanding the Product Line, Condensing Store Fronts: The Gap Brands’ Plan

18 Thursday Jun 2020

Posted by grewallevymarketingnews in Chapter 17: Retailing and Multichannel Marketing

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Gap, Home decor, Retailing, The Gap

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In a recent regulatory filing, Gap Inc.—the parent company of not just the Gap but also Banana Republic, Old Navy, …

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Archived Articles by Chapter

  • Chapter 01: Overview of Marketing (73)
  • Chapter 02: Developing Marketing Strategies (131)
  • Chapter 03: Social and Mobile Marketing (152)
  • Chapter 04: Conscious Marketing, Corporate Social Responsibility, and Ethics (143)
  • Chapter 05: Analyzing the Marketing Environment (211)
  • Chapter 06: Consumer Behavior (171)
  • Chapter 07: Business-to-Business Marketing (81)
  • Chapter 08: Global Marketing (114)
  • Chapter 09: Segmentation, Targeting and Positioning (141)
  • Chapter 10: Marketing Research (96)
  • Chapter 11: Product Branding and Packaging Decisions (200)
  • Chapter 12: Developing New Products (177)
  • Chapter 13: Services: The Intangible Product (139)
  • Chapter 14: Pricing Concepts for Establishing Value (93)
  • Chapter 15: Strategic Pricing Concepts (87)
  • Chapter 16: Supply Chain Management (106)
  • Chapter 17: Retailing and Multichannel Marketing (195)
  • Chapter 18: Integrated Marketing Communications (160)
  • Chapter 19: Advertising, Public Relations and Sales Promotions (185)
  • Chapter 20: Personal Selling and Sales Management (54)
  • Marketing Tidbits (24)
  • Uncategorized (3)

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