A community-based strategy for department stores

IF 1.1 Q4 BUSINESS American Journal of Business Pub Date : 2019-11-15 DOI:10.1108/ajb-05-2018-0025
Susan K. Friedman
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Abstract

Over the years, department stores have dealt with unique challenges, including massive changes in city and then suburban landscapes and shopping patterns, shifts in consumer preferences, and, more recently, electronic commerce. The purpose of this paper is to discuss additional community-oriented marketing approaches for department stores.,The approach looks at the role of traditional department stores in communities and their economic impact and uses ideas from a variety of community-based mobile services, including medical, food and library outreach.,The findings are that the importance of physical retailers such as department stores to a community deserves further consideration by civic and business leaders and that a variety of services and products have been successfully marketed in communities through additional approaches such as mobile units.,The approaches presented could enhance community development.,While department stores have held distinctive places in many cities, these enterprises lack the type of regional fan base that advocates actively for other kinds of industries. A community-oriented marketing approach for department stores is discussed, with ideas for future research that could build on these stores’ special brand attributes and on their contributions to the viability of an area.
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以社区为基础的百货商店策略
多年来,百货公司一直在应对独特的挑战,包括城市和郊区景观和购物模式的巨大变化,消费者偏好的转变,以及最近的电子商务。本文的目的是讨论百货公司的其他面向社区的营销方法。该方法着眼于传统百货商店在社区中的作用及其经济影响,并利用各种社区流动服务的想法,包括医疗、食品和图书馆外展。调查结果表明,实体零售商(如百货商店)对社区的重要性值得公民和商业领袖进一步考虑,各种服务和产品已通过移动单元等其他方式在社区成功营销。提出的办法可以促进社区发展。尽管百货商店在许多城市占据着独特的位置,但这些企业缺乏积极倡导其他行业的那种区域性粉丝基础。讨论了百货商店的社区导向营销方法,并提出了未来研究的想法,这些研究可以建立在这些商店的特殊品牌属性以及它们对一个地区生存能力的贡献上。
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