Академический Документы
Профессиональный Документы
Культура Документы
RETAILING: ROLE,
RELEVANCE AND TRENDS
WHAT IS RETAILING?
Retailing:
CONTD
CHARACTERISTICS OF RETAILING
Direct end-user interaction
Sole point in the value chain to provide platform
for promotions
Sales at the retail level is generally in smaller
unit sizes
Location is a critical factor for retail business
Retail services are as important as core products
A larger number of retail units as compared to
other members present in the value chain
FUNCTIONS OF RETAILING
Sorting
Breaking bulk
Holding stock
Additional services
Channel of communication
Transport and advertising functions
CATEGORIZING RETAILERS
Number of outlets
Margin vs Turnover
Location
Size
RETAIL STRATEGY
Define the business of the firm in terms of orientation
RETAIL CONCEPTS
An essential part of the retailing strategy, the
retailing concept is essentially a customercentred, company-wide approach to developing
and implementing a marketing strategy. The
retailing concept covers four broad areas:
Customer orientation
Goal orientation
Value driven approach
Coordinated effort
change
Re-evaluating the marketing plan
Advanced education for retailers is
critical for growth
Strong visual recognition
The workplace challenge
Planning for success