Business Intelligence

Wharton On Marketing: Approaches For Retailers

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Executive Summary

With Internet sales rising and virtual storefronts expanding into consumers' homes, how should retailers plan for - and promote - online shopping? And, are the ground rules the same as bricks-and-mortar shopping, or would it be smart to adjust pricing according to who is shopping online and when? These are some of the newer issues that retail marketing executives are facing, along with an increasing awareness of the importance of maintaining customer satisfaction in the virtual and nonvirtual storefront and the value of customer loyalty programs. Meanwhile, bargain retailers like Wal-Mart, facing saturation in their target market, are looking for ways to grow by appealing to upscale shoppers. This paper is the compilation of articles from Knowledge@Wharton takes a look at what's in store for retail marketing.

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