Helping consumers make choices
Consumers do not always choose freely even if they think that they do
The context in which you make your decision always shapes your choices
Set up choices in such a way that it takes advantage of how humans make
Retail Concepts: Strategy and Value
Strategy means making choices
There are two realties:
1. Firms have scarce resources
2. Competition is inevitable
The stark realities force businesses to make strategic choices about how best to use their
Men and women do shop differently and women shopping with men are an even bigger
Women take longer. They make lists, evaluate the different options and will ask staff
Men move quicker and spend less thing considering
Introduction to Retailing
Why do we buy?
When we get to the retail stage, all bets are off. This is a completely new playing ground.
Too much choice appears to be a bad thing.
More choice than ever before
There are about 91 different shampoo; 93 different
Retailer as a brand
Private and store brands are seen as the embodiment of the retailer brand, but these are
the product manifestation of the brand. The Retail brand is foremost a service brand.
Thus, the retail brand as a product and the organisation is
The power has been shifted from suppliers to retailers retailers choose which suppliers
to do business with.
Power shift from the retailers to the consumers it is the shoppers who call the shots. Thy
dictate what products are being sold. PnP r
Size, Scope and Importance
Retail is not a speciality; it is actually a big problem to all marketers. Retail covers a big
part of the market as all roads lead to retailing.
If the retail environment and activity is run by management and not the marketer,
This is all the machine things that are behind the scenes to make sure everything
Cost leadership = Triangle
Triangle is where retailers reduce costs and become more efficient
Systems - The mechanisms for controlling flows
The 5 Corners of Retail Marketing
This is the one thing that is the most difficult and takes the longest to change.
How much space is needed to win?
How do we optimise our space and use it to the best of our ability to display goods.
Services Marketing Section C- Zach Louw
Contradicting view of Service quality in past literature
Companies with perceived high quality service generally have a larger market share, better
return on investment than companies with perceived lower service qu