Macy's, which in 2006 announced plans to wean consumers from frequent sales, is not doing so now. Sales and promotions abound, and, according to published reports, the initial plan has been pushed back until consumer spending begins to pick up.
When it comes to aggressive marketing, "retailers that have sharply defined who they are are way ahead of those that appeal to the great masses," says Bill Bishop, chairman of Willard Bishop LLC, a Barrington, IL-based retail research and consulting firm. "When they have already differentiated themselves, they can use marketing effectively to reinforce their strengths."
He cites the Wawa, PA-based Wawa convenience store chain as one example of a retailer that can benefit by ramping up its marketing now, pointing out additional benefits, such as a savings of time. Trader Joe's also has an opportunity to build on its established value proposition, according to Bishop, who also mentions Aldi. The Germany- based giant grocery chain known for deep discounts now has about 850 units in the US.
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