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Reopening Zeller’s is a smart move, according to a Guelph marketing professor

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Hudson’s Bay said on Aug. 17 that it aims to bring back Zellers in 2023. Most of his Zellers stores he closed in 2013 and many have become Target stores.

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Hudson’s Bay, which has owned the Zellers brand since 1978, plans to debut an e-commerce Zellers website and have physical stores in Hudson’s Bay department stores across Canada.

After losing millions of dollars each quarter, HBC, which also owns Saks Fifth Avenue and Saks OFF 5TH, went private in March 2020 in a $1.11 billion cash transaction.

“Hudson Bay, like many retailers, is struggling with competition,” says Mark. The Gordon S. Lang School of Business and Economics studies customer experience, customer management, and marketing strategy. Marketing and Consumer Research Department. Mark is also creating models to analyze how marketing efforts and customer behavior affect the allocation of his marketing resources, the university said in its bio.

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“To remain successful, we have to attract and retain customers.”

Diversification, such as going upscale at Saks and entering discount territory at Zeller’s, could help there. , opening in three Bay stores this fall).

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Mark believes the return of Zellers will bring in new customers and “add value to the shopping baskets of those who already shop at The Bay.”

That said, heavyweights like Walmart and Amazon helped push Zellers out of Canada in the first place, so Mark warns that it won’t happen again, and even HBC itself. Businesses need to remain competitive, especially after the pandemic. “

HBC says Zellers’ return will be a “digital-first shopping journey.”

Reopening Zeller’s is a smart move, according to a Guelph marketing professor

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