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Online shopping vs retail shopping
Online shopping vs retail shopping
The need for online advertising in the society
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IMPORTANCE OF ONLINE ADVERTISING
Importance of Online Advertising
Kathy Kudler opened Kudler Fine Foods in 1998 to allow people with one place to shop for a broad medley of fresh food one would find at specialty stores. Kathy had success with her store and soon expanded into two other locations and has a vision of further expansion along with creating a mutual relationship with her customers. Although she has developed good plans to help market her stores, she has neglected the importance of online advertising and needs to expand her marketing scheme on her website. The article More Marketing Goes Online (2007) evaluates the increase of electronic commerce and the necessity of online marketing tools. The importance of online marketing is emphasized by the fact that most people use the internet to learn about products and search for the best deals. The internet has become an important source of information for individuals and has grown to encompass a wide variety of uses.
Kudler Fine Foods is a gourmet groceries store located in southern California. Kathy Kudler opened the store because she has a passion for cooking and was tired of driving around town to obtain the ingredients she needed at specialty stores. This store was a place where she could do all her shopping and believed that others who shared her passion for cooking would also appreciate her store. Kathy was met with approval and her store was a success. She quickly opened in other locations in 2000 and 2003.
Kathy plans to continue expanding as well as to create a mutual relationship with her customers. One of the marketing strategies Kudler uses are cooking parties held at the store; where famous chefs are invited to come show visitors how to prepare exquisite meals. Such events draw people into the store to help encourage consumer purchasing. Kudler events are also offered at private residences for a fee.
A shopper loyalty award system is another strategy Kudler uses; where consumer purchases are tracked and points are awarded to the customer who later can trade points in for various high quality rewards. An award system encourages consumer spending and allows Kudler a way of keeping track of a costumer’s purchases to help provide insight as to best satisfy that person’s needs.
Another strategy Kudler is pursuing is the cutback of costs associated with purchasing and storing of goods and lost cost associated with untrained professionals and bad company logistics.
Each department within Kudler Fine Food's organization implements certain business process with which they conduct their daily business functions. Therefore, some departments within Kudler may experience some process changes if a contractual relationship with local growers were to occur. An area that may receive an increased change in business process would be the legal area. "Kudler uses very few custom forms, preferring instead to use forms (contracts, order forms, etc) that are supplied by the parties the company is dealing with. For example, the leases on the stores were contracts supplied by the lessors. The few customized forms the company uses were obtained from "of-the-shelf" computer programs and slightly modified by Kathy or her assistants" (Apollo Group, 2003). Since Kathy Kudler is the primary legal decision maker, along with counsel from her sister-in-law and lawyer Anne Shousha.
Kudler Fine Foods was started by a women, owner Kathy Kudler, who had a passion for cooking and a love for shopping for unique and creative culinary options. Kudler’s entire business plan focuses on the consumer, their needs and their wants, as well as what will provide them with the best customer service available in the San Diego, Metropolitan area. Kudler is constantly receiving new products, offers catering services and online options for shopping, as well as a staff that is educated about the products sold at Kudler Fine Foods locations. The trends at Kudler revolve around healthier living, and healthier eating. Since food trends come and go, Kudler must employ a knowledgeable staff that remains on top of the latest, emerging
“Kudler’s new initiative is tracking purchase behavior at the individual customer level and providing high value incentives through a partnership with a loyalty points program.
Kudler Fine Foods is a grocery food establishment that serves an upscale customer base. Kudler Fine Foods will start to focus in of how to expand upon their services and stream line the organizational process by improving the efficiency of the entire operations. The success will be measured by Kudler Fine Foods ability to integration a new system which will incorporate a database system. Kudler Fine Foods marketing should be able to easily see the most popular products purchased by customers depending on income levels, area of residence, gender, shopping location along with any other categories that marketing wants to add. The system should also automatically convert the purchases to points and add the point's totals to the customer information data base. "Analysis Phase is to understand and document the business needs and the processing requirements of the new system" (Satzinger, Jackson, Burd & Johnson 2004, p. 6)
At Kudler Fine Foods, we strive for quality and fresh products all year long. In order to maintain the good reputation of the company, it is necessary to address any area that needs enhancement and therefore, if needed, to implement a process improvement program that will help the company to make it better. Managing and optimizing inventories is probably one of the most difficult challenges that any food store faces. In the case of Kudler Fine Foods, it is very important to increase revenue and it is very important to ensure a high level of customer satisfaction.
Also, the rewards program is based off a point system and when one has earned a certain amount of points they send them a gift card to spend however they wish. Though, what the consumers don’t know is that by applying for their free rewards program, they are collecting data and constructing analysis to make them into loyal consumers.
Going online is an advantage for fast food chains in this high competitive market. Through online service, international marketing objectives and goals can be achieved, with cost reduction. Still, there is some problem along with this advantage. Many times the content on the web page may be interpreted in a ways that was unintended.
Marketing is a vital component in the success of businesses. Smaller businesses rely on business advertising, expenses, knowing if the business is networking with the right people, or joining the best organisations which lead to success (EStartup business blog, 2010). Marketing concentrates on customers and what the customers want. Customers are the source of sales and profits. Many small businesses are faced with remarkable hardships due to not developing the right marketing plan (EStartup business blog, 2010). To help these businesses a more appropriate or better marketing plan needs to be designed. Small business internet marketing services can help businesses develop and thrive in a highly competitive market. For the highest quality internet marketing services, hiring an online marketing company to design a customized internet marketing campaign may be advantageous for some businesses (EStartup business blog and contributors, 2010). Identified will be the role that marketing plays in a successful business demonstrated by use of two examples, the importance of developing a marketing plan, and ethical and legal issues that surround marketing practices (EStartup business blog, 2010).
Advertising has been round for centuries; starting with print ads, then evolving into radio and TV adverts. Each form of advertisement requires several different strategies in order to make the advertisement effective and appealing to the consumer. With the ever popular rising of the usage of the internet, online advertisements have also become more popular. According to Dr. David Evans, who received his Ph.D. in Economics, e-commerce, or sales processed online, were equal to 34 billion dollars as of 2008. (Evans, 2) This amount has only grown and will continue to grow as the usage of the internet becomes more and more popular. The heart around this monumental sum of revenue is online advertising. Advertising agencies optimize their online
The Internet is rapidly becoming widespread and widely used as a tool for globalization across the world. As the Internet became more easily accessible by most people in the world, the web is bringing significant implications and changes to the way we live, including the way we shop. There is a rapid growth with e-commerce and moving businesses onto the web and retail success is no longer about stores and shopping centers. In developed countries, about two thirds of the population have access to the Internet making the option of online shopping is easily accessible to most people (Valerio). With the ease of shopping in your own home there are many benefits of doing your shopping online. Consumers can easily compare prices online, there is a larger range of products on the web, you can save time by having your shopping delivered right to your doorstep and it also overcomes physical barriers. Over the last decade online shopping has challenged and replaced the traditional means of physically going into shops as the digital world has provided customers with further convenience, flexibility and comfort from shopping from your own home.
A simple point system is the most common form of a loyalty program. It can be simple process of customers earning points which translate into some type of reward. Rewards can differ by offering discounts, freebies, special customer treatments, whatever the reward might be clients are coming back to to work toward a certain amount of points to redeem their rewards. A very popular and successful form of reward is when a client recommends the product to someone else, which for example can give a 10% discount for the word of
...As more and more marketers are getting into online advertisements that is way the trend of internet marketing is increasing rapidly. Marketers know very well that consumers spend more time on internet, so they started targeting internet users. (The economic times, 2004)
Professor Jerome McCarthy introduced in the early 1960s a marketing mix which consists of the 4 Ps: product, price, place and promotion (Kotler, 1999, p. 94). Traditionally, efficient product, price, place and promotion strategies would lead to a successful business but in today’s society, due to such technological advancements, the internet is changing the way we sell our products and services, and therefore organisations now need online strategies to attract and retain customers. The e-marketing mix considers how the 4 Ps can be presented online in order to give that firm a competitive advantage through digital marketing (Learn Marketing, 2014).
Advertising can mean many different things in today’s world. When advertising first was developed it was done by would of mouth and the classic flyer or poster, which is the traditional media. Then it moved up to using broadcast media such as radio to help capture a bigger audience. After that it moved towards the television where an even bigger audience could be reached. Lastly companies started to realize the shear amount of traffic that was generated by the Internet.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.