Marketing, Merchandising and the Consumer

What magic formula leads to a closed sale?

Looking through a potted history of retailing to see where it all began and how it has evolved. The ways in which merchandising and promoting goods has changed and how it is likely to develop in an increasingly online environment. Considering the customer experience, both in traditional retail environments and online, and gaining an understanding of why consumers buy, and why they don’t.

Related case studies:

Using several case studies as examples of contrasting approaches to merchandising and marketing, including IKEA – of particular interest through its world-wide reach and consistent marketing style – as well as high-end fashion retailer Burberry, trading off its heritage brand while moving into the 21st century with its marketing strategy.

Find out more about this session here: Global giants

Looking at fast-fashion retailer Zara, with its policy of choosing prime sites in major cities and creating attractive interiors that contradict perceptions of the low price tags and lesser quality on offer. Moving online, looking at the giant Amazon versus the relative newcomer Everlane, a fashion retailer with a policy of total pricing transparency, aimed at achieving greater rewards for their suppliers.

Find out more about this session here: Offline and Online