University of Tasmania, Australia
BMA329 Retail Marketing
Semester 2, 2020
Assessment 2 | Information Sheet
Contemporary Retailing Issue Essay – Total Marks 25
Choose one (1) of the topics below and write an essay (maximum 2,000 words excluding
references) in which you critically evaluate and discuss the chosen topic.
Students are required to apply relevant concepts and/or theories covered in this unit, and to
discuss in detail the evidence from secondary sources that can be integrated in the evaluation
of the issue. To find the evidence, students should independently research secondary sources
such as academic journals, business/industry publications, textbook material, company
reports, online newspapers, the internet and other media sources.
The essay must be cited and referenced with relevant, appropriate, and up to date references.
A minimum of five peer-reviewed academic journal articles AND five non-academic sources
– refer to Page 14 of the Unit Outline for a list of the top and relevant academic marketing
journals and other sources. Before you upload your essay in MS-Word file along with your
fully-filled Individual Cover Sheet in MS-Word or PDF format, please check for any unintended
plagiarism using Turnitin report as well as correct all spelling and grammar mistakes (may be
you read out your essay loudly to recognize errors and then correct them appropriately). Once
you are fully satisfied that everything is smooth and that your essay is of the optimal quality
then upload/submit it to MyLO as mentioned earlier.
Essays should be submitted through the allocated Assignments section on MyLO by the due
Due Date: Week 5 – 5.00pm Friday 14 August 2020
Topic 1 | Pop-up retailing
Pop-up retailing is a temporary retail-oriented setting, designed to foster a direct customerbrand interaction for a limited time, often with an explicitly promotional or communicative
purpose. The use of pop-up retailing is an effective means for facilitating strategic growth for
retail brands. Pop-up retailing draws on theory from retail store environments and
atmospherics, customer experience management and event management.
First, define pop-up retailing. Then, provide a discussion of the four main stages in pop-up
retailing: strategic objectives, pre-pop-up, actual pop-up experience, and post pop-up stage.
Include the key decisions and activities incorporated in each of these stages with regard to
planning and implementation issues arising from the inherent ephemerality of pop-up
activities to achieve the strategic objectives of retail brands. Please use real-world examples
to illustrate your answers.
Topic 2 | The rise of private label brands
When consumers enter a supermarket (e.g. Woolworths, Coles), a discount store (e.g. Kmart,
Target) or a department store (e.g. Myer, David Jones, Harris Scarfe), hundreds of brands
bombard their visual field. Some of these brands are ‘national brands’ (also referred to as
‘manufacturer brands’), but many brands are ‘private label brands’ (also referred to as ‘store
brands’). Private label brands have recently witnessed considerable growth, particularly in
Australian supermarkets such as Coles and Woolworths which are attempting to increase the
overall quality and importance of their private labels to attract and retain loyal customers.
The increase in private label brands in supermarkets obviously has a significant impact on
local manufacturers, suppliers and producers. And, whilst many customers prefer private
label products, there are issues around the reduction in product choice as the number of
private label products grows. Despite, some of these issues, supermarket appetite for private
labels is increasing and in Australia new international supermarket entrants such as Aldi stock
almost 70% private label products.
First, define ‘private label brands’ and discuss how they are distinct from manufacturer
brands. Then, discuss the strategic advantages for retailers in developing and offering
private labels. Identify and discuss the impact on local manufacturers, suppliers and
producers and finally, the advantages and disadvantages for customers as more and more
private labels dominate the shelves. Please use real-world examples from the supermarket
industry to illustrate your answers.
Topic 3 | The perks and benefits of a loyalty program
In today’s retail environment, customers are often attracted to retailers that offer loyalty
programs which encourage shoppers to spend as an incentive to receive rewards (points,
products, discounts, financial rewards, etc.). In an industry where there is often little
differentiation in retailers’ product offerings, a good loyalty program may be instrumental in
influencing customer store choice. However, retailers may have an uphill battle in their quest
to differentiate themselves as the number of retailers offering loyalty programs grows, and
at the same time, consumers become wary of joining yet another loyalty program.
First, define what constitutes a retail Customer Loyalty Program and discuss the different
types of programs and rewards offered by retailers. Then, from a strategic perspective,
discuss the advantages and disadvantages of the different types of programs for retailers.
Finally, from a customer perspective, discuss the advantages of joining a retail loyalty
program as well as the reasons why some consumers might be reluctant to join loyalty
programs and the measures that retailers can take to combat this problem. Select two retail
customer loyalty programs to illustrate your answers.
Topic 4 | The demise of the department store
Despite being considered as incredibly innovative when they were first conceived as a new
selling format in the 1800s, department stores (e.g. Myer, David Jones) are now struggling in
Australia and internationally. A number of significant challenges have resulted in growing
numbers of well-established stores closing down. In Australia, explanations for the poor
performance of department stores vary broadly, but much of the blame has focussed on the
challenges of online competition, weak consumer sentiment and the influx of international
retailers. In addition, poor customer service and other operational and marketing issues have
also been identified as problematic for department store retailers. In response, executive
management teams have introduced a number of initiatives to try and regain relevance and
competitiveness for their stores in the current retail environment.
First, define department store retailing. In that context, identify and discuss some of the
challenges that department stores face, with particular emphasis on changes in consumer
behaviour and changing modes of shopping. Then, using real-world examples, identify and
discuss some of the new initiatives that department store executives have introduced in
past few years to differentiate their offering and try and attract customers back to their
stores (both physical and online). Examples can be from Australia and/or international.
Dr. Balkrushna Potdar
Unit Coordinator, Lecturer and Tutor