Essay: Capturing the Interest of Consumers
In order to capture the interest of the consumers and the prospective consumers of the immediate region, retail marketers may also opt to develop their commercials for their local audience. This not only allows the retail marketers to save up on costs that they would otherwise incur if they telecasted on national television, but also allows them to customize their commercials to the immediate needs of their consumers and prospective consumers (Bruce, Moore, and Birtwistle 2004). It is common for retail marketers to establish a modus operandi in this regard that they keep visiting frequently in order to ensure that the stream of publicity is continuously updated to provide their consumers and prospective consumers with the information they need about their products, services, special offers and similar packages. Similar measures designed to address the local population include publications in newsletters that pertain to regional perimeters. This allows the retail marketer to reach regional consumers as well.
Debenhams generally chooses to market itself on a macro level and perhaps one of the few new reinventions in its retail marketing strategy that it needs is to come down a notch. By making use of regional marketing channels to communicate information about their products to consumers, Debenhams will not only be able to tailor its segmented retail marketing strategies to the consumers belonging to different classes in accordance with regions but will also be able to save costs that will allow it to implement retail marketing measures such as those discussed above.
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