Browsing by Subject "Handelsfilialen"

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Eröffnungskommunikation im Einzelhandel : Strategie und Effektivität von Kommunikationsmaßnahmen bei Filialeröffnungen
(2021) Mulack, Genevieve L. D.; Brettschneider, Frank
Due to the corona pandemic and the associated nationwide restrictions, German retailers are facing a particularly big challenge: not only specialist retailers but also large shopping chains are fighting for survival. Nevertheless, wherever shops close, there is also free capacity for new stores to open. This example shows how dynamic the retail market is. While location shutdowns can have a negative impact on a company´s reputation, branch openings demonstrate effective and lively competition. In contrast to the closure of a location, which can have negative consequences on the reputation of a retail company, openings are the sign of lively competition and a dynamic retail industry. Additionally, retail openings symbolize the economic success and growth of a company to an incomparable extent. As a result, the German retail industry has a high turnover and is therefore the most interesting market in Europe. That is why more and more international companies are attracted to the German retail trade and enter the market. Whenever new stores open, a special opening communication takes place. This specific type of marketing communication includes a longterm planning and design process, which includes the informal arrangements, the official announcement of the new location and the wideranged advertising campaign shortly before the final opening. In addition to entering the German retail market (Niemann (2016: 140), opening a branch in Germany is also complex. Sometimes store openings are accompanied by protests and postponements. The area of the opening communication shows how the individual retail topics, such as location criteria or local references, affect each other and how diverse different actors are involved. Despite its economic relevance, the communication of store openings has not received any attention in research so far. Nevertheless, an effective and efficient communication strategy as well as practical applications are important in many different areas. Companies benefit from a positive image and higher sales when applying a highquality communication strategy for store openings. The public is involved in the plans of the retail companies and municipalities. More information is published and citizens are having a say. This prevents conflicts and protests and determines the success of the new project. Store openings stimulate the economy by increasing the attractiveness of a location and stimulating the purchasing power of customers. Politicians therefore exploit retail openings for their own purposes, as their reputation and survey ratings increase with successful openings in their district. In addition, good communication can lead to a permanent establishment of a company, whereby the council benefits from trade taxes and new jobs. With this research paper, the company DECATHLON is described in the form of a case study. DECATHLON has opened a large number of new German locations during the economically strong years and has therefore expanded its business. The present work examines the area of opening communication with a descriptive study, which consists of two surveys. The first part of the study is a guided interview with eleven retail industry experts. The second study is a quantitative survey which targets 7.668 visitors of store opening events. The structure of the quantitative survey is based on the results of the expert interviews, which have been analysed beforehand. The studies build on the theoretical basis of combined communication approaches, such as Integrated Corporate Communication (IUK), Integrated Multi-channel Communication (IMCK) and Modern Marketing Communication. In addition, the basics of the theoretical field of successful communication in construction and infrastructure projects, such as the guideline 7001 from the Association of German Engineers (VDI 2014), as well as the basic rules for good communication which are contained within the guideline, are applied and checked in reference to opening communication in retail.