| Market Segmentation in Retail is the Answer to | | | | collection of boutiques. |
| Success During Hard Times | | | | Market segmentation is dividing a large market into |
| For retail businesses to create a marketing edge | | | | smaller markets based on product preferences and |
| during these hard times it is as simple as finding | | | | buying behaviors. It will prove more profitable to |
| subtle yet competent differences between you and | | | | develop smaller market segments into a target |
| your competitors. A retail business that targets a | | | | segment. |
| specialty market which is geared to a specialty | | | | VBMShops’ Segmented “Streets of |
| consumer will promote its products more effectively | | | | Shops” and Boutiques |
| than a business aiming at the average “be all | | | | The “Collectors Street” currently has: |
| things to all people" consumer. What makes your | | | | - Vintage Gems Emporium for antique, vintage and |
| business unique? How can your unique qualities be | | | | new fine and costume jewelry. |
| promoted and featured to your "targeted" | | | | - Just4Collectibles for all types of new and used |
| customers? | | | | collectibles. |
| This is the simple, yet powerful difference between | | | | - Art Antiques Galleria for fine art and estate |
| VBMShops and the rest of the online retail | | | | furniture and accessories. |
| marketplace. VBMShops has made market | | | | - Vintage Closet Finds for antique and vintage clothing |
| segmentation its main thrust and thus it stands out | | | | and accessories. |
| among the rest of the more traditional online retail | | | | - Vintage Sports Fanatics for sports memorabilia. |
| venues. | | | | The future for the “Collectors” shops will |
| EBay and Other Ecommerce Sites & Undifferentiated | | | | include stamps, coins, antique books, antique motor |
| Marketing | | | | vehicles and paper ephemera. |
| Most businesses treat the consuming public as a | | | | The “Trendsetter Street” currently has: |
| homogenous whole, focusing on what is common | | | | - RTW Closet for newer and used clothing and |
| among consumers, rather than what is different. This | | | | accessories. |
| is referred to as undifferentiated marketing and this | | | | - Athletes Pavilion for new and used sporting goods. |
| technique relies on mass appeal and advertising. | | | | The future for the “Trendsetters” shops will |
| Undifferentiated marketing is successful when the | | | | include high tech and electronics, leading edge |
| competition is scarce or the product has mass appeal. | | | | technology, x-treme sport and other cool |
| In the world of ecommerce, eBay appeals to an | | | | merchandise. |
| undifferentiated market. Just like K-Mart or Wal-Mart | | | | The “Family Builders Street” currently has: |
| or other “brick and mortar” mass retailers, | | | | - Feathers 4 My Nest for home and garden. |
| eBay has something for everybody, but no real | | | | - Blissful Baby for mom, newborn and toddler. |
| competence in anything or major appeal to the | | | | - 4 Legs 1 Tail for pet accessories and products. |
| discriminating consumer. It is not the intention of the | | | | - Toys2Hobbies for children and adult toys and |
| author of this article to disparage Ebay, as their | | | | hobbies. |
| marketing model has been extremely successful just | | | | - Ab-Fab-Body for spa, health and beauty aids |
| as Wal-mart has been over the past. But the eBay | | | | The “Artisan Street” currently has: |
| phenomena is slowly being over shadowed by | | | | - Artsi-Craftsi for handmade and ethnic arts and |
| consumers wanting more individualized and specialized | | | | crafts. |
| attention and geared to certain market appeal. | | | | On the horizon, other Artisan shops will include ethnic, |
| VBMShops is designed to meet the special needs of | | | | regional and handmade items. |
| specific consumer segments by offering | | | | The “Luxury Seekers Street” currently has |
| “neighborhoods” or “street of | | | | no boutiques and will be opened over the next |
| shops” appealing to different demographic and | | | | months. These shops will include luxury cars, designer |
| psychographic consumer segments based on | | | | fashions and jewelry, rare real estate and other |
| competitive intelligence. These very specialized | | | | luxury items. |
| groupings of boutiques will attract and allure the | | | | Granted many of the above shops currently are |
| desired and discriminating customer for these | | | | without merchandise, but sellers should look at this as |
| specialized goods and merchandise. | | | | an opportunity. The sellers’ merchandise will be |
| VBMShops and Differentiated Marketing | | | | showcased in a beautiful environment and will be as if |
| VBMShops is based on differentiated marketing and | | | | it is their own private website yet will fall under the |
| through this approach will build greater loyalty and | | | | umbrella of the VBMShops’s advertising and |
| repeat purchasing by considering what drives a | | | | marketing plan. |
| customer to make the purchasing decision. Because | | | | Why Should I Sell on VBMShops? |
| of VBMShops’ differentiated marketing approach | | | | There are many reasons to sell on VBMShops and |
| the creation of more total sales within a | | | | include: |
| concentrated marketing effort will be experienced. A | | | | 1. Being a part of the only online auction and fixed |
| well known fact is that target marketing helps | | | | price boutique venue for antique, vintage and newer |
| retailers gain market position within a specialized | | | | merchandise in environments that reflect the |
| market segment. | | | | character and quality of the merchandise. |
| VBMShops is an exciting new concept in online | | | | 2. Being a part of the least costly online marketplace |
| auctions with the opening of thirteen new highly | | | | for sellers, having low listing, no final valuation fees on |
| focused boutiques. No longer do you have to fight | | | | anything selling for less than $100.00 and the lowest |
| your way through the clutter of the sterile “big | | | | FVF on the web for sales over $100.00, plus lots of |
| box” sites. Our neighborhood approach to the | | | | free extras. |
| street of shops on makes finding that special item as | | | | 3. Being provided fair and equal treatment of both |
| easy as the click of a mouse. Our vintage gift | | | | sellers and buyers. |
| shops will satisfy the need for the avant-garde with | | | | 4. Being a part of giving family where all non-profit |
| a wide spectrum of exclusive merchandise that is | | | | organizations can list and sell an unlimited number of |
| both beautiful and tasteful as it is unprecedented. | | | | auctions at absolutely no cost, FOREVER. |
| The first thirteen boutiques are just the beginning. | | | | 5. Being a part of a new and exciting concept in |
| Look for new boutiques to be added in the coming | | | | online ecommerce retailing. |
| months. | | | | 6. Being in on the ground floor of something that is |
| VBMShops’ Market Segments | | | | truly revolutionary in concept and scope. |
| Retail opportunities increase when consumer groups | | | | VBMShops’ Summary |
| are identified as having varying needs and desires. | | | | By using target marketing and market segmentation, |
| Markets are segmented on a variety of factors | | | | VBMShops buyers will feel that their purchasing needs |
| including age, gender, income, etc and a retail | | | | and desires are being met and sellers will experience |
| business must analyze the different market | | | | increases profits. VBMShops approach to market |
| segments before determining its niche. VBMShops | | | | segmentation helps sellers be more responsive to |
| has identified five “neighborhoods” or | | | | changing customer needs. The overall VBMShops’ |
| “streets” of market segmented boutiques | | | | marketing strategy visually shows how all aspects of |
| geared to five unique consumer segments or niches. | | | | a marketing effort work together and finally |
| The “street of shops” include the | | | | remember, that the ultimate goal of any retailer is to |
| “Collectors”, “Trendsetters”, | | | | sell the products and merchandise and meet the |
| “Family Builders”, “Luxury Seekers” | | | | desires of their customer. |
| and “Artisans” with each having an exclusive | | | | |