Sales and Merchandising Commons^™

A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro

Articles

This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …

Incentivizing And Re-Engaging Lapsed Health Club Members, Teresa Hurley, Corinne Faure, Seamus Kelly

Articles

Purpose – This quantitative research paper examined factors influencing re-engagement intentions and re-engagement behavior of lapsed health club members and identified which sales promotion incentives are most effective in re-engaging this lapsed member market. While previous studies examined reengagement intentions and re-engagement behavior in isolation, no research could be located which examined both simultaneously and the impact of promotion incentives in the health and fitness industry.

Design/methodology/approach – Study A (mail survey) examined re-engagement intentions of one hundred lapsed members of a medium size suburban health club. Study B (an experimental field study) measured actual true re-engagement behavior using price …

Factors Influencing Consumer Wine Choice: The Case Of Wine Tourism, Margaret Connolly

Books/Book Chapters

This research was undertaken to examine the relationship between the wine tourism activities of consumers and their subsequent wine choices. Exploratory research was undertaken giving specific attention to wine tourism, first, as a factor of influence on decision-making, second, on levels of consumer involvement and third on long-term consumer loyalty. A convenience sample of 12 wine consumers in Dublin participated in the study. Semi-structured in-depth interviews were used to gather the qualitative data used. The findings clearly establish links made by consumers between their wine tourism experiences and their subsequent wine purchase preferences. The findings highlight the importance of facilitating …

The Battle For Commercial Hearts And Minds And The Internal Brand Within A Charity Shop Network In Ireland, Edmund O'Callaghan

Articles

Charities are increasingly adopting commercial branding strategies to capture consumer hearts and minds for competitive gain, with little attention on the internal organisational battle for hearts and minds within a not-for-profit context. This paper explores the internal brand of a charity that currently operates 227 charity shops on the island of Ireland, using Hankinson’s 2004 framework that focuses on functional, symbolic, behavioural and experiential components. An exploratory case study was developed based on a survey of organisational members (n = 138), interviews with six regional shopmanagers, observation in retail stores and supplemented by organisation documentation. Findings indicate a clarity of …

Are Mature Female Consumers Well Served By The Fashion Retail Sector?, Amanda Ratcliffe

Conference proceedings

The fashion retail sector is going through extremely challenging times with continuing globalisation and the ongoing impact of the recent global recession in many markets. Markets are highly competitive and companies must strive to craft strategies which will deliver competitive advantage. Across the developed and the developing world, populations are ageing. The trend is so marked as to have been termed an ‘Agequake’ by A.T. Kearney, (2011, 1) in terms of its predicted impact on economies, companies and most particularly, retailers. Women aged 50 and over are now one of the most powerful consumer groups in the UK, spending more …

Examining The Role Of Store Design On Consumers’ Cross-Sectional Perceptions Of Retail Brand Loyalty, John Murray Dr., Jonathan Elms, Christoph Teller

Articles

This paper compares new and established store design prototypes of the same retailer to examine the role of consumers’ cross-sectional perceptions of retail brand loyalty. In-store surveys were administered to capture consumers’ store-level perceptions towards a new store prototype and an older established prototype of the same fast fashion retailer. The data was subjected to multi-group analyzes with structural equations modeling. The findings suggest that store novelty and complexity promote both store design pleasure and retail brand loyalty outcomes. The different store designs do not, however, account for differences in brand loyalty perceptions at the overall retailer level when multi-group …

Internal Brand Identification As Metamorphic Glue In The Internal Branding Process Within A Retailer Network, Edmund O'Callaghan, John Murray

Articles

The growth of collaborative independent retail networks (CIRN’s) has been a significant response by independents to the growing power of retailer multiples. These networks vary in nature and structure, but share a common objective of improved competitiveness through more effective buying, pooled marketing and/or national brand recognition. At a minimum, these networks have enabled independent retailers to achieve a relative degree of competitive parity with multiples, through participation in strategic brand building. Consequently, there is a need for a greater understanding of key issues relating to building independent store brands through collaborative networks. This research aims to better understand the …

Service, Sale And Marketing Of Alcohol For The Tourism, Hospitality And Retail Industries, James Peter Murphy

Conference papers

The responsible service, sale and marketing of alcohol for the tourism, hospitality and retail industries is crucial those working in the tourism, hospitality, culinary arts and retail industries including those in supervisory and management positions. This presentation explored a wide range of topics associated with sale and service of alcohol in these inter-related industries. Its aim was to provide attendees with a greater awareness of the effects of alcohol, and of their moral and legal obligations to act responsibly when supplying alcohol beverages or when dealing with alcohol misuse in their respective workplace. This presentation was also created to coincide …

The Specification Of Store Environments: The Role Of Design-Architecture In The Development Of Retailer Brand Loyalty, John Murray, Jonathan Elms Dr.

Conference proceedings

This paper proposes a conceptual framework for the inclusion of the aesthetic in the study of retail branding. It proposes modifications to the Mehrabian & Russell (1974) stimulus-organism-response model which characterises most approaches to the holistic study of store environments. Store prototype and retailer attachment are among the global and attribute level variables that could together with collative variables such as novelty and complexity help explain retail brand loyalty. The framework is exploratory and aims to add to existing knowledge on the dynamic, situated, perceptive processes at hand when consumers are exposed to the multitude of cues and messages typically …

Principles And Practices Of Bar And Beverage Management, James Peter Murphy

Books/Book Chapters

Principles and Practices of Bar and Beverage Management is a comprehensive text and resource book designed to explain the latest developments and new complexities of managing modern bars - be they stand alone or part of larger institutions such as hotels and resorts.

Consumer expectations have changed, and a bar today must deliver an integrated social experience in a safe modern environment, which also offers the latest products and services in a professional and engaging fashion. Against a background of increasing competition and an increasingly sophisticated customer base, this text has been designed to support the bar and beverage skills …

Towards A Better Specification Of The Store Environment Stimulus: An Augmented Stimulus-Organism-Response (Sor) Model That Captures Brand Expressiveness, John Murray

Conference proceedings

Abstract: This paper proposes an augmented SOR model which facilitates design/architect practitioners when they review store concepts. The paper contributes to the knowledge base of designers/architects when making deliberate brand expressions in development of the store environment. The global nature of the SOR model, it is argued, does not allow for discrimination between consumer interpretations of store brands; nor does it propose a realistic means of engaging design-architect practitioners at the concept proofing stage of development. This conceptual paper argues that retail branding studies benefit from inclusion of more flexible frameworks founded on separable and integral design-architecture and brand communicative …

Factors Driving Key Account Manager Performance, Lesley Murphy, Joseph Coughlan

Conference papers

Key account management has been highlighted as a significant area of academic research (Leigh and Marshall 2001, Workman et al. 2003) and both managers and academics alike are of the view that suppliers need to develop long-term relationships with selected strategic customers. Despite a recent academic focus on Key Account Management, there have only been a limited number of published studies on the individual Key Account Manager (KAM) (Sengupta et al. 2000, Schultz and Evans 2002, Guenzi et al. 2007, 2009) and it remains an under-investigated research area (Guenzi et al. 2009). This paper endeavours to explain the underlying factors …

Reconsidering Community-Based Retailing, Rebecca Maughan, Aidan O'Driscoll

Books/Book Chapters

One of the areas with great potential for economic, social and environmental benefit is community-based retailing. The concept of community based retailing can incorporate a number of different tenets. We suggest that it is retailing that is based close to the community it serves, usually within the town or village centre rather than out-of-town locations, and which is composed of a diverse range of small and medium sized business that are often independently or co-operatively owned. These community-based businesses form part of the social and community infrastructure.

We first of all explore the broad benefits of community-based retailing. We focus …

Identifying The Characteristics Of Key Account Managers That Drive Performance, Lesley Murphy, Joseph Coughlan

Conference papers

A conceptual model of the factors that are linked to the performance of a Key Account Manager has been developed. There is a paucity of research in the correlation between the Key Account Manager’s personal and behavioural characteristics and their influence of the individual and organisation performance. A review of the literature underlines that the Key Account Manager can described as a strategic orchestrator or lynch pin and their key role is to coordinate activities with other members of their organisation. As a result, their individual characteristics will be tested against trust, collaboration and communication which are essential for the …

How Does Advertising Articulate The Tropes Of The Posthuman That Exist In Contemporary Culture?, Norah Campbell

Doctoral

The posthuman is a concept that has accrued much currency in disciplines as diverse as legal theory, artificial life science and philosophy. This thesis explores the meaning of the concept by initially examining what it means to be human, finding that art and science have so far failed to provide a long-lasting definition of humanness. Instead of a temporal “coming-after” stage of humanity, posthumanism might be more usefully seen as a concept that draws attention to the cracks that have always existed in the apparently water-tight description of the human- how the “human” has changed radically and continues to change …

Role Of The Sales Manager And Its Intersection With Sales Technology, Stephen Kennelly

Masters

The area of sales management and technology is an expanding and dynamic field of research. Examining the impact and facets of technology in the arena of sales management has been steadily increasing over the past few decades as sales managers and industry seek to benefit from the multiple uses of technology. Large scale quantitative sales research itself in Ireland has been limited over the past 15 years and not since De Burca and Lambkin (1991) performed an analysis of the industry has there been any wide scale research in Ireland. This body of work seeks to follow on from De …

The National Game And Irish Society: The Gaa As A Cultural Brand, Aine Carroll

Masters

The link between brands and culture is well documented (McCracken, 1986; Ritson and Elliott, 1999). However the purposeful creation of brands related to culture is less evident (Vincent, 2002; Holt, 2004). It is this lack of theoretical understanding of cultural brands that drives this study. The objective of this study is to investigate the Gaelic Athletic Association (GAA) as an iconic brand within the socio-economic context of Ireland. The literature has been divided into two chapters, the first is an overview of consumer culture as the context within which brands have taken on great importance, in the construction of self …

Exploring The Relationship Between Customer Loyalty And Electronic Loyalty Schemes: An Organisational Perspective, Edmund O'Callaghan, Joan Keegan

Conference proceedings

Electronic loyalty schemes (ELSs) first appeared on the Irish retail landscape when Superclub was launched by the Irish grocery multiple Superquinn in 1993. While ELSs are now commonplace in the Irish retail sector, the rationale for their introduction remains unclear. Loyalty measurability remains a ubiquitous concern within the business literature. This paper offers an organisational perspective on the role and operation of one electronic loyalty scheme. It investigates the benefits of ELSs and their contribution or otherwise to the development of loyalty. The paper reiterates the belief that the real advantage of ELSs resides with their data mining potential to …

The Secondary Retail Market - A Viable Option?, Elaine Murphy

Masters

The secondary retail market in Dublin has dramatically altered over the last four years. Indeed, the entire retail market in Dublin and countryside has witnessed a substantial upsurge in activity over the last four years. On Grafton Street retail Zone A rents are breaking £2,153 per square metre (£200 per square foot) barrier and premiums are in the region of £300,000 -£400,000. There is currently a shortage of good retail investment opportunities on Grafton Street, which is leading investors to turn to Dublin’s other prime street, Henry Street. Over the last year Zone A rents on Henry Street have increased …

The Impact Of Change On The Irish Retail Environment, Edmund O'Callaghan, Mary Wilcox

Conference proceedings

The turbulence of environmental change is a constant challenge for the modern retailer. It acts as a Jeckyl and Hyde change agent in that it presents opportunities for the entrepreneurial firm or is ever threatening for the reactive enterprise. The law of natural selection which dictates that firms ‘adapt to this turbulence or die’, is a reality. The firm must work within parameters of ever increasing environmental change and its ability to anticipate this change becomes a prerequisite for survival. Mathur argues that markets are not a given, that it is firms which dictate the market environment through their generic …