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What the customers buy determines the
nature of the retailer’s business.
Retail marketing is a philosophy and is all
about satisfying the customers
A Retail Humor
A retailer was dismayed when a competitor selling the same type of product opened
next-door to him, displaying a large sign proclaiming “Best Deals”.
Not long after that, he was horrified to find yet another competitor move in next door,
on the other side if his store. It's large sign was even more disturbing ”Lowest Prices”.
After his initial panic, and concern that he would be driven out of business, he looked
for a way to turn the situation to his marketing advantage. Finally, an idea came to him.
Next day, he proudly unveiled a new and huge sign over his front door.
• Retailing Activities involved in selling merchandise to ultimate consumers.
• Retailers are the contact point between channel members and the ultimate customers.
• Retailers act as both customers and marketers in their channels.
EVOLUTION OF RETAILING
• Began with general stores that stocked a wide variety of merchandise.
• Rise of supermarkets in the early 1930s.
• Discount stores in the 1950s, convenience stores in the 1960s, and off-price retailers in the
1980s and 1990s.
چیست فروشی خرده در مشتری گیری تصمیم فرآیند؟
What to Buy? How much to When to
Type of Merchandise
Financial issues Date / Time
Retailers base key decision on two fundamental steps in the marketing strategy process:
• Selecting a target market.
• Developing a retailing mix to satisfy the chosen market.
Visual Merchandising & Displays
• Known as Silent Salesman
• Art of suggestive selling by display & presentation
Exclusive or Open windows Brands corner
فروشی خرده در مالکیت
One store ownership
Many stores but only one owner
Many owners of many stores
Many owners of one business
Classification by service level
Full serviceSelf service
FMCG: Fast-Moving Consumer Goods
• New product introductions.
• In 2003, 33,700 new FMCG items in the US marketplace alone
• Up from about 32,000 in each of the previous two years.
• Declining shelf space.
• Median US store size has declined since its 1999 peak of 44,843 square feet, following nine consecutive annual
You can always have a mix
The internet is forcing retailers to rethink their supply chains
• Shoppers won't wait long for their orders to be delivered
• It's no longer necessary for retailers to stock goods themselves
• The internet is making supply chains more complex
• Retailers are still responsible for tracking deliveries
• Exclusive: suppliers make agreements with one or few retailers that designate
the latter as the only ones in a specified geographic area to carry certain
brands or products
• Intensive: suppliers sell through as many retailers as possible
• Selective: suppliers sell through a moderate number of retailers
Retail lesson: Floor layout
7-Eleven is part of an international chain of convenience stores. 7-Eleven, primarily operating as a franchise, is the world's
largest operator, franchisor, and licensor of convenience stores with more than 50,000 stores.
• Customers tend to shop in a more deliberate and efficient manner
• Time spent on the whole buying process is crucial