Retailing Features of Retailing Activity related to sales

Retailing

Features of Retailing Activity related to sales of products & services n Reflects the real customer intent n May not be owned by the company n Retailers have huge amount of info. which they may not pass to the seller n Retailer must have operational & mktg. skills n Mail order, Automatic vending & Internet sales are substitutes n

Classification of Store Formats n n n Product factors: a) Narrow & Deep Product assortment – Speciality Stores ( Planet M ) b) Wide & Shallow Product assortment – One-Stop-Shop ( Shoppers Stop ) c) Hypermarket – Huge Retail Formats ( Hypercity ) Location factors: Speciality Store – Local Grocer or Chemist ( Stores proximity to Consumers ). But proximity may be a liability as No Entertainment Price factors: List price or low ( Discount Stores )

Types of Retail Formats • • 1. Departmental Stores Many dept. with diff. Product lines/Buying Center Separate Departmental Head Merchandise & Pricing in lines with Store’s Policy THREAT – Mfrs. opening their own Stores 2. Speciality Stores Targets specific markets Deeper but Narrow assortment Famous in apparel market eg. Levis New products are introduced from here as low risk

Retail Formats ( cont’d ) 3. Supermarkets • Large, departmentalised, self-service stores specialising in food & non-food items • THREAT - Prepared food culture • Increased size of their operations into pharmacy, bakery, restaurant, laundry etc. 4. Convenience Stores • Miniature supermarkets • Long hours of operations • Quick service

Retail Formats ( cont’d ) 5. Discount Stores A) Mass Merchandisers / Full line Discounters • Multiple line • Low Price • Low Service B) Speciality Discounter / Category Killers • Single line • High Turnover & low price

Retail Marketing Strategies Retail Positioning n Novelty in the Process offered to the Shopper n Novelty in the Product/Product Assortment offered to the Shopper n Store Location n Price n Promotion n Store Atmosphere n