S2- RETAIL

RETAIL ADVERTISING

COLES

When the GFC hit- marketers seemed to be the employees that suffered. After a while, companies began to realise the importance of marketing to distinguish its brand in such tough economic times. The marketing and advertising after the global financial crisis focused on value added products or services. Coles also adopted this strategy by employing a well-known Australian chef to endorse its products and create value. It began with recipe catalogues, which consumers were free to take home. These catalogues created recipes, which advertised Coles products and low prices.  Then Coles took that one step further and employed Curtis Stone- celebrity chef. Curtis enhanced the Coles image and created recipes to feed 4 people for $10 or less. This was a great strategy to leverage the brand name and association. 

Advertisement: Coles

Source: 

www.markettomouth.blogspot.com

Advertisement: Coles

Source: www.breadmilkeggs.com.au

Advertisement: MYER
Source: www.pmplimited.com.au

Source: www.lasoo.com.au

MYER and David Jones have similar marketing and advertising strategies. Whilst the catalogues display current products and prices, it fails to capture new age innovation. Time and time again these retailers have continued to produce the catalogues - perhaps the strategy needs an update. Wouldn't it be beneficial for the concessions in store to be able to advertise their own products via interactive or online catalogues. It would be great to see if MYER and David Jones could create an interactive platform where consumers or perhaps card members were able to express what they want to see more/ less of. Consumers want to know; why with so many specialist retailers, should we make MYER, MY store??




Journal article reference: 

http://www.insideretailing.com.au/Latest/tabid/53/ID/649/Mistakes-in-Retail-Advertising.asp