Improving marketing collateral processing in a retail company

• Main Author: Urgel, Vaneza Marie G.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5149
• Institution: De La Salle University

In retail, visual merchandising plays an important role in attracting and engaging customers towards making a purchase. It involves the display of merchandise along with printed forms of communication. (Gilbert, 2003, p.204) City Retailers is a local retailing company that owns the local franchise of City Sneaks, an American shoe brand that operates in stores nationwide. Visual merchandising is very important for City Sneaks. In fact, they are known for their unique way of displaying merchandise. Marketing collaterals play a large role in bringing in customers to the store because they callout the latest styles and sales promotions. This action research was conducted to address the issue of incomplete and delayed deliveries of marketing collaterals to the stores. City Retailers collateral delivery system has not been able to keep up with the fast growth of the company. Through the action research process, the City Retailers marketing team was able to determine the root cause of the problem. There appeared to be a lack of congruence between the people and the system. As a result of this research, the team was able to reduce the incidents of incomplete deliveries and shorten the processing period.