Transcript Direct/Indirect Audience

Neiman Marcus vs. Saks
Fifth Avenue
Estacey
Cadorna
Chloé
Halley
Panda
Objectives
Four Key Priorities
Evaluating Saks vs. Neiman Marcus
Learning the fundamentals of website marketing
Comparing similar competitors
S.W.O.T. Analysis (Saks vs. Neiman Marcus)
Neiman Marcus Brief History
 Founded 1907, Headquarters: One Marcus Square Building in Downtown Dallas, Texas
 Neiman Marcus is a Specialty Retail Department store
 They own many specialty retail stores such as Bergdorf Goodman in Fifth Avenue, NY
 Also, a direct marketing division which operates the catalogs and online operations under the Horchow
(home furnishing).
 41 Locations
 Neiman Marcus is known for the Last Call (discount Outlet store 60% - 65% off)
 Catalogs are distributed annually to every brand loyal customers
 Christmas catalog - which is free publicity for Neiman Marcus on must have one of a kind items not sold in
stores “HIS & HERS Fantasy Gifts”
Product Description
 Clothing
Women’s apparel
Men’s shop
Designers, Apparel, Shoes, Jewelry &
Watches, Bags & Leather Goods,
Accessories, Spotlight On
 NM Kids
 Designer Products, New Arrivals, NM
Kids, NM Baby, Gifts
NM Edits (exclusive styles and trends)
 Footwear (women), Jewelry, Beauty Products &
Women's Apparel
Designers, Categories, Lifestyles, NM
Edits, Spotlight On, Exclusive Ours
 Home Furnishing
 New Arrivals, Designers, Décor, Home
Office, Spring Trends, The Top 10,
Spotlight On
Website Evaluation
Direct/Indirect Audience
Direct Audience: Women
Indirect Audience: Men
Added Brand Value
 Fashion assistance, is on their navigation links. As
well as current sales for in store and online sells.
Revenue Models Followed
Discounts to attract customers
Marketing Relationships
Affiliate website. As an alliance, they own
Bergdorf Goodman, Cusp, Horchow, and Last Call.
Both have advertisements in magazines as well.
Features
Functional Features
Fashion based assistance with features such
as Last Call sales. They use flash to show main
points of the website.
Point-Of-View Usability
Navigation is in a clear spot and has
organized sections. Even though the website
contains flash, the site loads quickly.
Social Butterflies
Social Media
Pinterest account
Facebook account
Twitter account
Mobile Commerce
Available apps for smartphones and
tablets. They also have an option to send out
texts.
International Presence
Neiman Marcus does not have the option
of shopping online from another country on
their website.
Neiman Marcus S.W.O.T.
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Strengths
Strong and well known luxury brand
Had first ever customer loyalty
program and continues to have loyal
customers
Has multi-channel retailing including
online, mobile, and catalog.
Maintains strong relationships with
vendors
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Opportunities
Investments in technology including 
recent testing in new iPhone app.
Increase in product productivity by
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10%-20% in 2011
Expansion of brand in global markets
such as China
Weaknesses
Low inventory turnover ratio due to
mismanagement of inventory
Large amount of debt including $42.7
million after-tax loss in 2011
Still recovering from past years of
high decline in sales
Threats
Highly competitive department store
sector including Saks, and Nordstrom
Increase in state and federal labor
cost
Saks Brief History
Founded: 1898, Headquarters: Midtown Manhattan NY City
Saks Fifth Avenue is a Luxury American specialty Department Store
Saks Fifth has 46 locations & 61 OFF Fifth locations
 5 International Locations 2 in North America 3 in Asia
His and Hers Saks Fifth Avenue stores on opposite sides of the street on the
Magnificent Mile in Chicago.
Product Description
Clothing
Women’s apparel
The Men’s Store
Designers, New Arrival, Apparel, Shoes, Cuff
Links, Jewelry & Watches, Grooming &
Fragrances, special offers, The Men’s store sale,
Trends & Events
 Just Kids
 Designer’s , New Arrivals, Baby 0-24M, Girls
2-14 YOA, Shoes for all ages, Toys & Books,
Furniture, More ways to shop, Sale Just Kids
 Saks Fashion Fix (Trendy Assistance)
Footwear (women’s), Jewelry, Beauty Products & Women's
Apparel
Designers, Categories, Lifestyles Boutiques,
Spotlight On, Trends & Events
Home Furnishings
 New Arrivals, Designer’s, Décor, Gourmet
foods Tech & Pet Accessories
Web Evaluation
Direct/Indirect Audience
Direct Audience: Women
Indirect Audience: Men
Brand Value
Saks’ site features their latest and updated trend on
the front page as an image. On the very top right of the
website is a link to customer service which is great for
solutions for the customer.
Revenue Models Followed
Saks’ revenue model consists of having a simplistic
website. The website makes consumers feel organized
when viewing the site.
Marketing Relationships
Affiliate site. For alliances, they promote the show
Fashion Star. By allowing the buyer from Saks Fifth
Avenue to be a buyer on Fashion Star creates publicity
for the company.
Features
Functional Features
Saks Fashion Fix (is a fashion assistance link)
Saks has a customer service area at the top right of
the page, one of the first things viewers see. The
section contains customer service, chat, a phone
number, and an option for viewing the website if one is
from a different country. Their site also contains an
organized navigation.
Cross Selling (Product recommendations)
Point-Of-View Usability
Their navigation is in a clear spot and has
organized sections. The websites also load fast even
with flash and high quality images.
Social Dragonflies
Social Media
 Facebook account
 Twitter account
 Fashion Blog
 They advertise on Fashion Star because a
buyer is on the show.
Mobile Commerce
Available Apps for Smartphone's and tablets.
They also have an option to send out texts.
International Presence
Saks has international presence in other
companies and allows other companies to shop on
their website. As well as consumers.
Locations
Mexico, Puerto Rico, Saudi
Arabia, Bahrain, United Arab
Emirates
S.W.O.T. for Saks Fifth Avenue
Compe
titors
Usability comparison
Both have a similar monochromatic color scheme to their websites. However, Bergdorf Goodman’s site has a more simplistic
navigational layout with minimal amount of links and focuses mostly on the one current promotion or product being featured.
Saks has many different links which can take the consumer to their products, promotions, and store information.
Strategies
Bergdorf Goodman’s strategy is to convey a contemporary look to there website appealing to more middle-upper class women.
The simplicity of the website is for the stylish sophisticated business women. Saks strategy is for the fashion forward consumer
incorporating bright colors in there wardrobe. The website appeals to a younger more vibrant crowd.
Assortment
Saks and Bergdorf Goodman have a wide variety of designer apparel, shoes, and accessories for women, men, and children. Saks
has an additional category for home and gourmet goods along with their own Saks Fifth Avenue private label. Bergdorf offers a
“5F” special category for contemporary designer apparel within a more affordable mid-priced range.
Features & Function
Saks website has colors and designer displays using the hot looks of today to draw the consumers attention. The site is click-toview categories or by brands which makes every item search accessible.
Usability comparison
Bloomingdale’s & Neiman Marcus’ websites are both organized and easy for the consumer to navigate. The difference
between the two site is the color usage and placement of navigational links.
Strategies
Both websites Bloomingdale’s & Neiman Marcus use sales and promotion as a strategy to promote exclusive products and
special promotional prices (limited offers)
Assortment
Bloomingdale’s has more of standard product assortment more vibrant colors that appeal to a younger less business crowed.
Neiman Marcus has a more modern style and neutral colors displayed as well as there brand name incorporated into the
product. Ex: NM kids and NM furniture.
Features & Function
Bloomingdale’s website has readable font, cool colors and promotional sales. They use direct marketing approach by
displaying 3 different sales as a limited time offer. The functionality of the website is the click-to-view access.
Neiman Marcus has flash visuals on there homepage which allows the consumer to be able to choose what they want to view.
Their functionality is that they also have a click-to-view access.