In-Store Marketing of the American Retailer Macy's

Focusing on in-store marketing, this seminar paper explores its key elements and examines Macy's innovative shop-in-shop design. It discusses the advantages and disadvantages of Macy's approach while comparing it to European department store chains. The analysis aims to identify potential strategies for European retailers to enhance their in-store marketing, drawing insights from American practices. The findings provide a comprehensive understanding of effective marketing strategies within the retail environment.