The paper aims to give a general insight into the topic of in-store marketing and its elements. Furthermore, it gives an insight into Macy's approach to in-store marketing. Additionally, the paper was intended to give answers to the following questions: What are the precise elements of in-store marketing? As Macy’s department stores structure several of their floors with a brand-oriented shop-in-shop design, what are the possible advantages and disadvantages? Where do we see the main potential for European department store chains regarding their in-store marketing strategies, compared with American retailers such as Macy’s.
Table of Contents
I. List of Figures
1 Introduction
2 Background Information
2.1 About Macy’s
2.2 A brief Introduction to In-Store Marketing
2.2.1 In-Store Marketing in general
2.2.2 In-Store Marketing and Consumer Behavior
3 In-Store Marketing: General Elements and applied to Macy’s
3.1 Store Design and Layout
3.1.1 Store Design and Layout: General Overview
3.1.2 Store Design and Layout: Macy‘s
3.2 Groupings of Store Offerings
3.2.1 Groupings of Store Offerings: General Overview
3.2.2 Groupings of Store Offerings: Macy’s
3.2.3 Shop-in-Shop Design Advantages and Disadvantages
3.3 Store Atmosphere
3.3.1 Store Atmosphere: General Overview
3.3.2 Store Atmosphere: Macy’s
3.4 Experiential Retailing
3.4.1 Experiential Retailing: General Overview
3.4.2 Experiential Retailing: Macy’s
3.5 Retail Branding
3.5.1 Retail Branding: General Overview
3.5.2 Retail Branding: Macy’s
3.6 Omni-Channel Retailing
3.6.1 Omni-Channel Retailing: General Overview
3.6.2 Omni-Channel Retailing: Macy’s
4 In-Store Marketing within European Department Store Chains
4.1 In-Store Marketing within European Department Store Chains
4.2 Opportunities for European Department Store Chains
5 Conclusion
II. List of References
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