Marketing Strategies for Employing Customer Touchpoints in the Chinese MarketBased on the Cases of Yonghui Superstores and Fresh HeMa

Abstract

This study formulates and enhances theories on emerging retail-marketing strategies by investigating how retailers employ various online and offline customer touchpoints in the Chinese market and evaluating customer perceptions of these retail initiatives. The study takes a case study approach to retail marketing, drawn from trends in marketing research. Using the cases of Yonghui Superstores and Fresh HeMa, it considers retail-marketing strategies in the Chinese market that employ customer touchpoints. In the Chinese market, Yonghui Superstores, which developed from offline entities, and Fresh HeMa, which grew online, implement retail-marketing strategies that employ various customer touchpoints. Considering their physical stores, both cases are classified as grocery supermarkets under traditional retail marketing. However, Yonghui Superstores and Fresh HeMa have formulated different approaches to compiling their retail strategies.