Coping with Retail Giants: Gaining an Edge Over Discounters by A. Coskun Samli

By A. Coskun Samli

Dealing with Retail Giants seriously analyzes the trendy retail marketplace and identifies how companies achieve the aggressive part over the most important shops that at present keep watch over the industry. Dr. Samli argues that as society advances economically, shoppers will search higher values generated through the retailing quarter.

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Extra info for Coping with Retail Giants: Gaining an Edge Over Discounters

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1 deals with geographic superiority or territorial imperative of the retailer. In level three natural dominance discussions relate to the particular location of the retailer. In level four the particular location is emphasized as the place where the retailer is located and can easily be construed as the most important factor in retail survival. This special dimension of retailing has three key dimensions: location of the town where the store is, location of the shopping complex in which the retail store is positioned, and the actual location of the store itself.

Lack of congruence among the retail mix components can create not only suboptimal performance, but also undesirable memories. But, if the retail mixes are working well but the retail establishment is aiming at the wrong target market, this means it is lacking the understanding of differential congruence, which is deadly. Image Management Is The Key As can be seen, developing and managing the store image can be equated to the overall retail marketing management. Customers going to Cartier’s, Neiman Marcus, or Walmart know what to expect, and R eta i l M a r k e t i n g S t r at e g y D e v el o pm ent 23 they therefore make a deliberate choice.

Each one of these alternatives would have its own strengths and weaknesses that our retail establishment must consider carefully before locating there. These strengths and weaknesses must be reevaluated periodically because, in time, such features change. If customers, for a series of special reasons, prefer to go to a particular shopping complex and become loyal to it, this loyalty spills over to all of the stores in that complex. The retail establishments in the complex present a synergistic front.

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