Burlington marketing strategy breakdown

About Burlington

Burlington, founded in 1972 by Monroe Milstein, is a well-known American off-price retailer. The company has grown steadily over the years, offering a wide range of products at discounted prices. Burlington's core business model revolves around providing customers with quality merchandise at affordable prices through its brick-and-mortar stores. With its unique approach to retail, Burlington has made a significant impact on the industry by catering to budget-conscious shoppers looking for great deals.

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Burlington marketing strategy

Burlington's marketing strategy focuses on targeted promotions and a strong omnichannel presence to reach value-conscious consumers looking for quality products at affordable prices. By utilizing social media platforms and email campaigns, the company ensures that its message reaches the right audience at the right time. The goal of these tactics is to increase brand awareness, drive traffic to both online and brick-and-mortar stores, and ultimately boost sales. With a keen understanding of their target audience and a strategic approach to marketing, Burlington continues to see growth and success in the competitive retail landscape.

General Info

Founded

1972, Burlington Township, NJ

Headquarters

Burlington, NJ

Burlington marketing mix

Burlington, like many other companies, relies on the classic 4Ps marketing mix framework to shape its marketing strategy. This framework comprises four essential elements:

Product

Burlington utilizes the product aspect of the marketing mix by offering a wide range of quality products at discounted prices. By constantly updating their inventory with new items, they ensure that their target audience, which includes budget-conscious shoppers looking for brand-name products, always has something new to discover. The intended outcome of these strategies is to attract and retain customers by providing a diverse selection of products at competitive prices.

Price

Burlington utilizes the price component of the marketing mix by offering competitive pricing on a wide range of products. This strategy helps the company attract budget-conscious consumers looking for quality items at affordable prices. The intended outcome of these pricing strategies is to drive sales and increase customer loyalty.

Place

Burlington utilizes the "Place" aspect of the marketing mix by strategically locating their stores in high-traffic areas to maximize visibility and accessibility for their target audience. This allows them to reach a wide range of customers looking for affordable and quality products. The intended outcome of this strategy is to increase foot traffic and drive sales by making it convenient for customers to shop at Burlington locations.

Promotion

Burlington utilizes the promotion aspect of the marketing mix by running targeted advertising campaigns across various channels to reach their target audience. These promotions highlight the value and quality of their products, driving traffic to their stores and website. The intended outcome of these strategies is to increase brand awareness, drive sales, and ultimately grow their customer base.

By strategically managing these four elements, Burlington can develop marketing strategies tailored for customer needs, enhance brand value, and drive business growth.

Burlington is on NYSE

Burlington is listed on the NYSE, a significant milestone that underscores its prominence in the Retailers industry. Burlington went public on October 02, 2013, marking the beginning of its journey in the public market, allowing investors to participate in the company's growth.

Over the years, Burlington stock price has seen considerable fluctuations, reflecting its evolving business strategies, market conditions, and overall economic factors.

This growth trajectory not only highlights Burlington success but also demonstrates its impact on the Retailers landscape, making it a pivotal player in the industry and a significant entity on the NYSE.Burlington stock price has gotten to 17052 USD at the time of writing this article.

Search engine traffic

Burlington places a strong emphasis on generating organic traffic, which makes up a significant portion of its overall web traffic. This strategic focus on organic search helps Burlington attract a vast audience without relying heavily on paid advertisements.

Burlington receives a 6.5m visitors per month from organic search and 0.0 per month from paid search. A substantial number of visitors each month are from organic search, demonstrating the effectiveness of its SEO efforts.

Burlington domain authority is 67. A high domain authority indicates that the website is well-regarded by search engines, making it easier to rank for relevant keywords and attract organic traffic.

By maintaining a strong focus on organic traffic, Burlington exemplifies how businesses can build an impactful online presence. This strategy not only enhances visibility and brand reputation but also paves the way for growth and success in the digital marketplace.

Burlington Youtube marketing strategy

Burlington has an active Youtube Channel with over 6.9k subscribers. Their whole channel has 163.3m views. They posted 239 videos, which means that every video got them 683.4k views for the channel and 29.0 subscribers

Burlington Instagram marketing strategy

Burlington has been steadily expanding its presence across various social media platforms to engage with its vast audience, Instagram being one of them. Currently Burlington has 719k followers on Instagram. With its visually-driven interface and widespread popularity, Instagram provides Burlington with a platform to showcase its diverse range of products and connect with customers on a more personal level.

Burlington marketing strategy is not lacking social media. Gaining 1.6m followers/subscribers on Facebook is the biggest achievement for Burlington on social media. While Youtube is lacking, with only 6.9k followers/subscribers, the other platforms sit right in the middle. Here is a breakdown for all of them:

R.O.I. of marketing channels

Even though online marketing channels are found to be more effective than offline marketing channels, not all are created the same. If you think of just running banner ads, you need to rethink your marketing strategy.

At the front of online marketing strategies sits email marketing, boasting high reach and engagement. Following after that is SEO, a cornerstone of any successful digital campaign. What makes this duo truly formidable is their synergy, working hand in hand to fuel an efficient online marketing engine.

SEO is our cup of tea, so if you want to start or improve your marketing strategy, feel free to book a call with us.

* According to Data & Marketing Association (DMA)

Author

Alexandru Totolici

Alex is the founder of Gliesess. With a foundation built on 7 years of experience, technical expertise is not a lack of his. After discovering SEO accidentally, he fell in love with it.