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Evaluate the communication activities undertaken by your selected retailer. List all of the speci


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Evaluate the communication activities undertaken by your selected retailer. List all of the specific elements and information in the retailer?s store and on its Web site that communicate the store?s image and merchandise it is offering to customers. What image does the retailer communicate through its store atmosphere, sales associates, Web site, and advertising? Does it engage in community-building activities, m-commerce, or social shopping? What are the associations it attempts to develop with its brand? Are the elements in its communication program consistent in terms of communicating the same image?

DILLARDS as selected retailers, please be as details as possible and follow the format in the attached files



Running head: LOCATION OF RETAIL OUTLETS 1 LOCATION OF RETAIL OUTLETS 2 Dillard?s Pennsquare Mall and Quail Spring Mall

 

The location of a retail outlet can be the only determinant of its profitability or lack

 

thereof. Regardless of the brand loyalty or the unique nature of its products and/or services, if the

 

location is not strategic the retail establishment might fail altogether. In this paper, we discuss the

 

benefits accruing to Dillard?s departmental stores in Pennsquare and Quail Malls. We also cast a

 

glance at the disadvantages.

 

Dillard?s is a departmental store company that runs 330 stores across 28 states in the US

 

("Dillard's - Official Site of Dillard's Department Stores - Dillards.com | The Style of Your Life",

 

2016). It was founded in 1938 and it has grown to become an American brand that everyone can

 

associate with. Regardless of this, the company has made a point of establishing new stores in

 

the most strategic locations. In Oklahoma, the company runs over 10 stores located in various

 

malls.

 

Oklahoma is home to over 1.3 million people spread out in the larger metropolitan area.

 

City dwellers account for nearly half of the total population (Christie, 2016). The high population

 

of well-to-do individuals provides an immediate market for the outlet?s products. This explains

 

the number of stores the company operates in the city of Oklahoma. But why Pennsquare and

 

Quail Malls?

 

Building infrastructure ? the two shopping malls have been designed and built to modern

 

standards. They have adequate electrical supply with back systems, cutting edge air conditioning

 

systems, and efficient telecommunication systems. The malls have plenty of space to

 

accommodate hundreds of people at once which means business is good for Dillard?s. LOCATION OF RETAIL OUTLETS 3 Proximity to other businesses ? their location at the heart of the city means they are pretty close

 

to banks, insurance companies, pharmacies, hotels and restaurants, beauty salons, and

 

entertainment joints. The business directly and indirectly benefits from the traffic generated in

 

the mall through these support business entities. The company?s employees also benefit from

 

these neighboring businesses as they can get personal stuff done while within the business

 

premises.

 

Accessibility and ample parking space ? these two locations are easily accessible as they are just

 

across the street. The malls have ample parking space in the basement for their customers,

 

suppliers, and employees. Customers always prefer malls due to the convenience they provide in

 

terms of accessing everything under one roof and accessing the retail outlets.

 

Foot traffic ? foot traffic is very important for retail outlets such as Dillard?s. Window shoppers

 

are potential impulse buyers. Malls are high traffic areas and they offer a lot of foot traffic.

 

Where the re ample foot traffic, the conversion rate of customers is very high and businesses

 

want this.

 

Competition ? competition is good and bad. The company?s location in busy malls which house

 

other competing retail outlets implies that the bulk of the people visiting the mall are potential

 

customers. The business can benefit from the disappointments customers gets from the other

 

stores ("10 Things to Consider When Choosing a Location for Your Business", 2016).

 

The location of Dillard?s stores in the two shopping malls can also have a negative

 

inclination to the business. If for example a scandal ensues in one of the other business

 

establishments inside the mall, the negative publicity might affect all businesses housed inside

 

the mall. Another downside to the location is that the parking space, although ample, has to be LOCATION OF RETAIL OUTLETS 4 shared evenly among the businesses in the mall. The business also risks losing some of its

 

customers to competitors who are literally next door. This means that the staff have to conduct

 

themselves with utmost professionalism or risk losing potential customers. LOCATION OF RETAIL OUTLETS 5

 

References 10 Things to Consider When Choosing a Location for Your Business. (2016). Entrepreneur.

 

Retrieved 4 November 2016, from https://www.entrepreneur.com/article/244866

 

Christie, L. (2016). 10 fastest growing cities. CNNMoney. Retrieved 4 November 2016, from

 

http://money.cnn.com/gallery/real_estate/2014/03/27/fastest-growing-cities/9.html

 

Dillard's - Official Site of Dillard's Department Stores - Dillards.com | The Style of Your Life.

 

(2016). Dillards.com. Retrieved 4 November 2016, from http://www.dillards.com/

 


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