ans2

Definition of Brick-and-mortar, Click and buy, Brick-and-click

retailer is given as_
Brick-and-mortar retailer refers to a traditional business that has a physical store
or stores where customers browse and make purchases in person. A brick and
mortar store is a business or retail outlet that has at least one physical location.
Traditional stores that you find in your local shopping mall are known as brick and
mortar stores. For example- Latim Fashion Store
Click and buy retailer is a hybrid e-commerce model in which people purchase or
select items online and pick them up in-store or at a centralized collection point
or own address point. For example- Daraz
Click and mortar is a type of business model that has both online and offline
operations, which typically include a website and a physical store. Brick-and-click
retailer, also known as “click and mortar shop” and “clicks and bricks”, is a
combination of the physical retail location and an online shop. This model unifies
two sales channels, which can help businesses grow their customer base faster, as
well as giving existing customers more opportunities to make purchases. For
example- Yellow

We can consider the Brick-and-Mortar, Click-and-Buy &

Brick-and-Click Stores as Brick-and-Mortar, E-commerce
store.
similarities
 Through brand storytelling, both online and offline retailers can create a
consistent brand experience for the entire store. All of the shop’s visual
elements follow the same theme, so everything feels cohesive.
 Both brick-and-mortar, ecommerce store and brick & click stores can
implement visual merchandising to display products in a way that’s
appealing to the potential customer.
 They designed the shop according to the target audience as if they easily
attractive to its consumer.
 Compelling product displays must have a focal point—a key element that
they want all eyes on and it follows both stores.
 Both store knows that different colors can evoke different emotions, so pick
them wisely. Learn and understand the meaning and psychology behind
various colors, and craft your displays accordingly.
 Both retailers are working to improve customer using experience.
 When a business inherits, it can reach out to a larger audience with a help
of multiple sales channels and marketing strategies.
 Grouping products as if the customers can quickly find—and buy products,
group them in a way that allows the consumer to find more products
“intuitively”.
 Regularly change up product displays (both online and offline). Keep things
exciting and ensure that visual merchandising showcases their best and
newest items. Get inspiration from marketing campaigns of big brands and
their competitors.

Difference
There’s a popular saying in the restaurant business: “we eat with our
eyes,” which essentially means that the presentation of a dish makes
the dining experience.
This also holds true in retail. In the same way that shoddy food
presentation can discourage customers from tasting even the most
perfectly cooked food, poorly displayed merchandise can result in
shoppers overlooking great products
 Brick-and-Mortar E-commerce
A physical store or stores where An online store where customers
customers browse and make browse and make purchases through
purchases in person online.
In-store visual merchandising is a In-online visual merchandising as
valued marketing concept used to increase key online metrics such as
engage customers from the minute engagement, time on site,
they walk into a store to the minute conversion rate, and average order
that they leaves a lasting positive value (AOV).
impression.
Bring the brand to life in-store Bring the brand to life online through
through products display, lighting & color, fronts & products photos
fixtures.
Window Display: One of the first Website Homepage: the homepage is
things a potential customer sees usually the first window into a brand
from the street. a visitor experiences.
Shop Layout: finding the best Site Layout: ensure the site’s layout is
possible store layout to maximize driving the most engagement
sales potential. through layout personalization,
entire site structures
In-store Signage: sales floors are Site Navigation: while browsing a
usually organized by categories, two-dimension website is a much
creating an intuitive layout for different experience, online retailers
customers to navigate. This is perfect need to carefully consider how
for shoppers who are in discovery- customers discover their product
mode or looking for a specific item offering through navigation
like menu. optimization in order to maintain
their attention and inspire action
before clicking away.
Physical Products: When shopping in Imagery and Video: An E-commerce
a brick-and-mortar store, consumers retailer, this lack of physical
get a chance to experience a product interaction is a barrier you need to
before making a purchasing decision. overcome through a cohesive mix of
They can physically touch it, pick it media.
up and try it on
 The science of visual merchandising is no longer confined to brick-and-mortar
– retailers can now use the tactics consumers still love and rely on to create
truly immersive shopping experiences online as well as Brick-and-Click retails
shop. The Brick-and-click store have more features and advantages than
others store. In Brick-and-Click retailer, in the same time, they sales their
products through online & offline.

ANS-3
We analyze the promotional tools of Zara. In a very short time, Zara has become
one of the most successful fashion retail brands in the world. With the dramatic
introduction of “fast fashion” - which are affordable and stylish clothes, Zara was
able to create a passion for fashion amongst a broad spectrum of customers. The
reason for these achievements of ZARA, in which their promotional & marketing
strategies. Though the Spanish fashion brand ZARA that does not carry out
conventional advertising. The promotional tools of ZARA is given below_

1. Social Media promotions: Zara has social media profiles on Facebook,

Twitter, Instagram, YouTube, Pinterest, and LinkedIn. Because of the
importance of pictures and videos in fashion, Instagram and Facebook are
their primary social media platforms. Across the different social networks,
Zara posts product-focused content which gives the audience a peek into
their latest offerings. Their fan-base consists of mostly young females,
according to Facebook demographic data. Zara’s Facebook page mostly
showcases their latest collections. Their visual content involves lookbook-
style photos. Not surprisingly, their clothes do the talking for them and
drive the most engagement in terms of likes and shares.
2. Stores investment: The investment in stores in Zara has placed stores on
5th Avenue in New York, a 6-storey building in downtown Tokyo, several
stores on Oxford Street in London and the most luxurious buildings in
Dubai. Emblematic, old or strategic places in each city so that they draw
attention either for their architecture or for being in a busy area.

3. Window dressing/display: One of the most effective ways to get

customers is to pass in front of your store, enter and then buy. The first
step is already done – stores in the best places in the city – and now you
have to get them to enter the premises.
The windows have a fundamental role in the presentation of the collections. Zara
devotes special care to the design of its windows that creates in its headquarters
in A Coruña, a bunker where practically no one enters and where they have the
“phantom showcases”, a whole section with streets and multiple windows where
experts in window dressing test, modify and they make multiple variations
together with other experts in other fields such as neuro-marketing to find the
final showcase that after exporting to all the stores in the world.
4. The interior of stores: The interior of the Zara stores achieve a balance
between the exterior and the interior of the establishment, with spacious,
comfortable and well-taken care of until the last detail with a studied distribution
and thought to the millimeter. For example, for the men’s section, combined
pieces are exhibited so that they do not have to look for them and instead, in the
women’s section, the garments are placed by colors so that they combine to their
liking.

Like the shop windows, the interior layout changes every so often so that the
consumer has the sensation of experiencing the sensation of being “new” when
they enter the store again.
5. Customer relationship: Zara has cultivated unique advantages with its
4Es approach to marketing by focusing on experience, exchange,
evangelism and every place strategies for the customer, rather than the old
product, price, promotion and place concept focused on the brand.
Personal commerce is the every place where the customers are, rather than
only in the physical place the brand is present.

6. Anonymous models/Celebrity: The strategy in marketing and advertising

of Zara contemplates not to use a image of famous figure, either model,
actress or singer unlike other brands. Zara uses anonymous models to
advertise their clothes, the company has not hired any star designer, but
relies on the talent of designers (mostly women) young and unknown.

This is Zara’s promotional tools that has allowed it to position itself as the
globally successful company it currently is. Detect trends, have them in
stores in 15 days, establishments strategically located in luxury places,
 effective window dressing and adjusted prices. The recipe for Zara’s
success.

Identifying which tools is most effective and why

Have you ever seen a Zara commercial on a billboard or on TV?

The other trend-bucking aspect of the company's business model is its

approach to advertising. Fashion retailers spend on average 3.5% of
revenue on advertising their products, while Zara's parent company Inditex
spends just 0.3%.
But that doesn’t means that Zara is doing nothing for its product
promotion, Zara’s take on product promotion are slightly different form the
other counter parts
The company believes that its shop windows, the contents of which are
also decided in La Corua are all the advertising it needs.

Window display is the most effective promotional tools. ZARA belongs his stores
in the best places in the city – and now you have to get them to enter the
premises. Window display designed to attract customers to the store. Using a
window display to the creative side of people will lure them into your store and
encourage them to view the products you have to offer.
Window displays have the power to turn anyone who passes a shop into a
customer. With a well-thought out, inviting design, a window display could cause
a passer-by to turn and enter your shop, where they may ordinarily have walked
past without a second thought.
As well as attracting customers and generating more foot traffic, a retail window
display should be considered important for other reasons;
 They help to enhance awareness of your brand
 They are a shop’s first visual point of contact
 They promote specific products and services
 They work alongside other marketing campaigns
The window display of a shop provides passers-by with a visual snapshot into
what the shop is about. Not only what is sold there, but also the general style and
atmosphere.
The philosophy seems to have worked. The company's success is a proof that it is
still possible to build a massive brand by doing no more than meeting a market
need.