Why are you interested in retail marketing, and how do you think marketing strategies differ across formats like supermarkets, hardware stores, and department stores?

Situation

During my college marketing class, we were assigned to study the marketing approaches of different retail formats. I chose to observe a Robinsons Supermarket, a Handyman, and a Robinsons Department Store because I wanted to understand how the same parent company tailors each banner's strategy.

Task

My goal was to identify key differences in customer engagement and recommend how each could improve its promotional effectiveness.

Action

I visited each store multiple times, noting the frequency of price promotions at the supermarket, the how-to workshop signs at the hardware store, and the seasonal lifestyle displays at the department store. I also conducted short intercept interviews with shoppers. I synthesized my findings into a report arguing that supermarkets should focus on loyalty-driven basket builders, hardware stores on project-based solutions, and department stores on experiential events.

Result

I earned the highest grade in the class and was invited to present to the department. The project confirmed my passion for multi-format retail marketing and my desire to work for a company like Robinsons Retail.