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Renew Relations

Renew Relations. Group 7. Tuesday Morning.

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Renew Relations

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  1. Renew Relations Group 7

  2. Tuesday Morning • COMPANY DESCRIPTION: Tuesday Morning sells a wide assortment of home goods ranging from dinnerware, china, bathroom accessories, linens, and more. The retailer acquires the merchandise from closeouts and sells them at discounted prices similar to a Marshalls or a TJMaxx. Tuesday morning has an aggressive pricing strategy utilizing a 50 to 80 percent markdown below original retail prices at department stores or specialty stores (“Tuesday morning corporation,” n.d. ). The concept began in the early 70’s when the founder, Lloyd Ross worked for a manufacturer and importer of gift merchandise (“Tuesday morning corporation,” n.d.). Lloyd noticed that a shocking amount of surplus inventory went to waste. This gave way for a business idea. Lloyd began buying the excess inventory from high end manufacturers and selling it to department stores. The success of his venture prompted him to open a store and enter the “upscale closeout” market. He named the store Tuesday Morning because in his opinion, “Tuesday morning is the first positive day of the week.”

  3. Objectives and Strategies Tuesday Morning’s current consumer, the middle-aged upper middle-class women, shops with millenials, but the company is not taking advantage of attracting this demographic through their current promotional strategy. Adding to the customer base will increase the company’s market share which will allow Tuesday Morning to obtain a larger segment of shoppers in the off-price retail sector.  This promotional strategy will be achieved by reaching the target market through more effective mediums while solidifying the current target market. The younger target market will be promoted to through a blog, twitter, and a more interactive facebook page. The campaign will include trunk shows featuring a new designer each month that will be advertised on local radio stations such as 106.1, 103.7, and 102.9. Tuesday Morning will position itself competitively by emphasizing the high quality at a low price.  Tuesday Morning’s priority, to be included in consumer’s evoked set of off-price retailers, is the the predominant element in the company’s brand communication. The  business will stress the store’s wide assortment of high quality goods at deep discounts can only be discovered at Tuesday Morning. Maximizing social media to its’ fullest potential will allow Tuesday Morning to have an open forum in which the company can communicate with customers, receive feedback, and enhance their brand image. Ensuring all brand communication with customers is frequent and sending a consistent message is another key component. Lastly, through its diverse product and brand assortment, Tuesday Morning maximizes its conversion rate. 

  4. Inspiration Container stores billboard ads were the direction we believed Tuesday Morning should follow through the outdoor signage avenue. Urban Outfitters were our go to for twitter how too and popular radio station in the are were how we planned to get the word out for our big trunk show in Dallas.

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