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Old 24 May 2018, 07:24 PM   #1
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MINNEAPOLIS--There is an exception to every rule, and the Dayton Hudson Corp. is an exception to the remarks on department stores held by a lot of the tiny electrics industry.
The much-maligned distribution channel frequently receives crucial comments from insiders in a price-driven sector for downplaying small electrics.

Not so for its 58-store, Midwest retail conglomerate.
"Dayton Hudson is one of the very few bright spots in department stores for small electrics," said one manufacturer. "They have a clear strategy that doesn't really de-emphasize the category."
"They're very quick to recognize and react to trends," stated a European-based manufacturer. "They are a clear leader in fashion and they are very innovative in their thinking."
Comprised of Dayton's at Minneapolis, Hudson's in Detroit and Marshall Field's in Chicago, the Dayton Hudson Corp. expands a common philosopy for Smaller appliances to distinguish themselves from price-oriented contest.

T h e philosopy centers around supplying at least one opeining price point in each category when highlighting feature-filled, better brand-name products, stated Carolyn Cherry, senior buyer, small electrics. At precisely the exact same time, Cherrey tries to dominate whatever kind is deemed popular for the quarter.
"Our objective is to be a full-service tiny electrics department," Cherrey said. "We like to focus on the greater, brandname products which the client trusts. In addition, we attempt to be prominent in whatever we think the trends are for the year if it is a category or a reasource."
Higher-end brand names (and larger profit margins) dominate the tiny electrics segment at Dayton Hudson stores) The shelves are full of products from Krups, Braun, rowenta, Cuisinart and Panasonic.
"With the brand names that we carry, you are able to go through each category and says who is best at what and that's the brand we will highlight," Cherrey said. "For instance, if I am talking hand mixers KitchenAid are our very best resource."
The small appliances are merchandised with a single sample on the shelf along with an attached signal generated by the shops to explain advantages and characteristics of the merchandise. The space dedicated to small electrics changes from store to store.

Pointing to the success of mass merchants in tiny electrics, Dayton stores also include at least one opening price point thing in every class. Called the"Value Program," the strategy is intended to capture customers which may otherwise purchase small applicances at mass retailers such as Target, Kmart or Wal-Mart.
Dayton Hudson distinguishes itself by its resources and merchandise attributes. For example, while the stores won't carry the exact same Braun coffeemaker as Target, then they'll include an opening price point coffeemaker hitting on the 24.99 mark. "I certainly feel we compete with mass retailers," Cherrey said. "We take one or two introductory price point SKUs so that we don't overlook that customer. For the most part, we don't carry what the bulk merchants do this that we don't compete together on precisely the same thing except for this one program."
Cherrey calls pricing"critical" to little electrics, particularly considering that the advertising-driven nature of the company and customer awareness of prices of key products. She stated she shops all competitors, mass retailers, department stores and specialty stores.
Instead of being concerned with costs of things advertised, Cherrey assesses the regular prices of her competition.
"Anybody can do anything on the market," Cherrey said.
Cherrey said she's proud of successes in certain resources and popular categories. This past year, Dayton Hudson stores emphasized juicers throughout the fourth quarter. To make sure customers instantly recognized the company's intentions, the stores surrounded the goods with fruit and banners.
Dayton Hudson stores carried beween eight and 10 juicers ragnging in cost from $50 to $290 throughout the category's hottest interval. The Juiceman was the stores' largest seller.
This season, Dayton Hudson stores are highlighting espresso makers. All 58 shops will carry Krups' full-line of espresso machines with the bigger outlets also carrying various other brands.
"One of our real strengths is that when customers walk in, they can tell instantly what we feel strongly about each season," Cherrey said. "We are proud of being very dominant in key classifications."
Dayton Hudson stores additionally differntiate themselves through product presentations. Full-time demonstrators at each shop exhibit products each other day. Cherrey said the demonstrators spend a lot of time in the tiny electrics section where things like bread machines lend themselves .

The presentations are done from transportabloe carts which also have space for displays of the goods. Promotions and sales coordiante with products being exhibited.
Revenue of Dayton Hudson's little electrics also receive a boost from strong bridal registries at the stores. Fundamental small appliances such as coffee machines, can openers and irons will be the most popular throughout the wedding, based on Cherrey, as would be the typical trendy sorts of the moment like this year's bread manufacturers or espresso machines.
"The bridal business has always been a trememdous business for us," Cherrey said. "That is a great way to reach a person who may begin setting up a Braun or Krups kitchen.
"If they get three bits, they'll likely return to buy the piece that they did not get."
As stated by industry insiders, each these elements have let Dayton Hudson stores retain their picture as luxury department stores in the tiny electrics section while much of its competitors has failed.
"Dayton Hudson has claimed their integrity as a department store," stated a manufacturer of upscale small applicances. "Their name's synoymous with a high-quality department shop.
"They also recognize competition from Kmart and Target and go after these clients."

Last edited by tuanbusku : 8 Sep 2018 at 05:40 PM.
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Old 24 May 2018, 10:51 PM   #2
The "e" in e-mail
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Why posting it here again? And why under another account name?
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Old 25 May 2018, 05:10 AM   #3
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I wonder if he thinks it will get him a faster answer?

Welcome to EMD tuanbusku .. Only 1 account is needed my friend,someone will come hopefully soon with an answer
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Old 25 May 2018, 05:58 AM   #4
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I think it's a spammer (from Vietnam) who copied a legit posting from somewhere. I am watching!!
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