When you hear “Burlington Coat Factory,” what comes to mind? If you guessed winter, you are incorrect. This retail giant is so much more than just winter apparel. They carry men, women and children’s clothing for all seasons of the year. Also, they sell household items, making this retailer your “one-stop shop” to soak in some retail therapy.
To keep up with the latest trends, a good market research strategy is necessary. Market research is essential to a brand’s long-term success (Fletcher 2013). No research plan is perfect, however, finding one that suits the company needs is key. For the purpose of this blog, I would recommend Burlington use TV advertisement as a media tool and test this channel with sample groups within its target market. Television advertisement is still the gold standard and the most efficient of all media for consumer products (Thomas 2014). By surveying focus groups about the TV commercials will provide the marketing gurus at Burlington with feedback on how effective the media is and opportunities to edit creative for improvements. For example, if consumers don’t remember the brand name, the effectiveness of the advertising is reduced (Thomas 2014). Bottom-line is testing, testing and testing will give a brand high return on investment in the long run.
Reference:
Fletcher, B. (2013, April 25). Five Reasons Why Market Research Matters (and Five Tips for Using It). Retrieved July 08, 2016, from http://www.marketingprofs.com/opinions/2013/23874/five-reasons-why-market-research-matters-and-five-tips-for-using-it
Thomas, J. W. (2014, February 21). Traditional Media vs. New Media: Advertising Research by Jerry W. Thomas - Market Research Bulletin. Retrieved July 08, 2016, from http://marketresearchbulletin.com/traditional-media-vs-new-media-advertising-research-jerry-w-thomas/
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