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Introduction to Retailing
The word retail is derived from the French word retaillier, meaning to cut piece off or to break bulk. All the activities directly related to the sale of goods and services to the ultimate consumer for personal, non-business use.
Individual or organization that sells good or services to final customers for their personal, non-business use.
Business activities involved in selling goods and services to consumers for their personal, family or household use. All the activities involved in the sale of products to final consumers. Changing in terms of power/size relationships. Retailing is the set of business activities that adds value to the products and services sold to consumers for their personal or family use. Retailers are the final businesses in distribution channels that link manufactures with consumers. Often people think of retailing only as the sale of products in stores.
But retailing also involves the sale of services: for e.g. overnight lodging in a motel, a doctors exam, a haircut, a videotape rental, or a home-delivered pizza. Not all retailing is done in stores. Examples of nonstore retailing are internet sales of record albums by CDNOW (www.cdnow.com), the direct sales of cosmetics by Mary Kay and Dell Computers these manufactures are performing both the production and retailing business activities. Functions Performed by Retailers Providing an assortment of products and services supermarkets typically carry 15,000 different items made by over 500 companies. Offering an assortment enables their customers to choose from a wide selection of brands, designs, sizes, colors, and prizes in one location. Continued..,
Breaking bulk to reduce transportation costs, manufactures and wholesalers typically ship cases of goods to retailers. Retailers then offer the products in smaller quantities tailored to individual consumers and households consumption patterns. This is called breaking bulk. Holding inventory A major function of retailers is to keep inventory so that products will be available when consumers want them. Providing services retailers provide services that make it easier for customers to buy and use products. They offer credit so consumers can have a product and now pay for it later. They display products so consumers can see and test them before buying. Some retailers have salespeople on hand to answer questions and provide additional information about products.
I. Food Retailers
Conventional Supermarkets Big-box Food Retailers Convenience Stores Issues in Food Retailing
I. Food Retailers
It is a self-service food store offering groceries, meat,with limited sales of nonfood items, such as health and beauty aids and general merchandise. Half of the conventional supermarkets are very promotional. One day each week, they advertise the weeks sale items in local papers. The other half of conventional supermarkets uses very few promotions and sells almost all merchandise at the same price every day. Continued..,
Big-box Food Retailers Over the past 25 years, super markets have increased in size and have begun to sell a broader variety of merchandise. In 1979, conventional supermarkets accounted for 85 percent of supermarket sales. By 1998 only 41 percent of U.S. supermarket sales were in conventional supermarkets due to the growth of bigbox food retailing formats: superstores, combination stores, warehouse clubs, and Supercenters. Superstores and Combination stores Superstores are large supermarkets (20,000 to 50,000 square feet). Combination stores are food-based retailers of 30,000 to 1, 00,000 square feet that have over 25 percent of their sales from nonfood merchandise such as flowers, health and beauty aids, kitchen utensils, film developing, prescription drugs, and video tape rentals. Continued..,
Super Centers
These are 1, 50, 000-to-2, 00, 000-square-foot stores that combine a superstore (a large supermarket) and a fullline discount store. Supercenters are the fastest growing retail category. The largest Supercenter chains in the United States are Wal-Mart Supercenters, Fred Meyers and Super Kmart Centers. Their sales are increasing day by day. By offering broad assortments of grocery and general merchandise under one roof, Supercenters provide a one-stop shopping experience. Customers will typically drive farther to shop at these stores than to visit conventional supermarkets (which offer a smaller selection). Continued..,
Warehouse Club It is a retailer that offers a limited assortment of food and general merchandise with little service at low prices to ultimate consumers and small businesses. Stores are large (about 1, 00,000 square feet) and located in lowrent districts. Convenience stores It provides a limited variety and assortment of merchandise at a convenient location in a 2, 000-to3,000-square foot store with speedy checkout. They are the modern version of the neighborhood mom-and-pop grocery store. The major in-store merchandise categories are tobacco products, food service, beer and packaged soft drinks. Continued..,
Departmental Stores Departmental sores are retailers that carry a broad variety and deep assortment, offer considerable customer services, and are organized into separate departments for displaying merchandise. They offer a full range of services from clothing to home delivery. Discount Stores A full line-line discount store is a retailer that offers a broad variety of merchandise, limited service, and low prices. They offer national brands, but these brands are typically less fashion-oriented than brands in department stores (Wal-Mart Stores).
Continued..,
Specialty Stores
A traditional specialty store concentrates on a limited number of complementary merchandise categories and provides a high level of service in an area typically under 8, 000 square feet. Lifestyle retailing tailors merchandise to the lifestyle of a specific group of customers.
Drug Stores These are specialty stores that concentrate on health and personal grooming merchandise. Pharmaceuticals often represent over 50 percent of drugstore sales and even greater percentage of their profits. Continued..,
Category Specialists
A category specialist is a discount store that offers a narrow variety but deep assortment of merchandise. These retailers are basically discount specialty stores.
Off-Price Retailers
They offer an inconsistent assortment of brand name, fashion-oriented soft goods at low prices (outlet stores or factory outlets, closeout retailers and single-price retailers.
Hypermarkets
It is a very large retail store offering low prices. It combines a discount store and superstore food retailer in one warehouse building.
Mod-Low
Mod-Low Low Low Low-High
Med-Broad
Med-Broad Broad
Mod Low
Mod Low
Warehouse Clubs
Off-Price Discount Retailers
HYBRID
Automobile
Restaurants
Salt
Soup Toothbrush
Intangibles are often difficult for many prospects to understand, e.g.. insurance, financial investments, health services
No patent protection possible Difficult to display/communicate service benefits Service prices difficult to set Quality judgment is subjective Some services involve performances/experiences
Inseparability
Services cannot be inventoried Effects of seasonality can be severe Planning employee schedules can be complex
Standardization and quality control hard to achieve Services may be delivered in locations beyond control of management Customers may perceive variability even when it does not actually occur
Multi-Channel Retailing
A retailer sells to consumers through multiple retail formats. Web sites. Physical stores. Catalog. Mix of the above.
customer
company
salesperson
Opportunities in Retailing
Management Opportunities To cope with a highly competitive and challenging environment, retailers are hiring and promoting people with a wide range of skills and interests. Entrepreneurial Opportunities It also provides opportunities for people wishing to start their own business. Many retail entrepreneurs are among the Forbes 400 wealthiest people in the united states. Highly successful entrepreneurs include Jeffrey Bezos (Amazon.com) and Donald Fisher (The Gap).
2. Career Opportunities
Financial rewards are excellent
Straight salary Commissions Combination of salary & commission
Be decisive
Have analytical skills Have stamina
Retailing
Trends in Retailing
1. 2. 3. 4. 5. 6. 7. New retail forms and combinations Growth of intertype competition Growth of giant retailers Growing investment in technology Global presence of major retailers Selling an experience, not just goods Competition between store-based and non-store-based retailing
Financial Strategy
Relationship in Retailing
Relationship Retailing
Seek to establish and maintain long-term bonds with customers, rather than act as if each sales transaction is a completely new encounter Concentrate on the total retail experience Monitor satisfaction Stay in touch with customers
Chapter 8
Chapters : 4, 5 and 6
Managing a Retail Business Human Resources, Financial and Operational Dimensions Chapter 12 & 13
Pricing Chapter 17 Communicating with the customer Retail image and promotional strategy Chapter 18 & 19
What is Value?
Channel Perspective Value is a series of activities and processes - the value chain - that provides a certain value for the consumer Customer Perspective Value is the perception that the shopper has of the value chain It is the view of all the benefits from a purchase versus the price paid.
Retailer Relationships
Customer Relations : Customer Service
Expected customer service is the service level that customers want to receive from any retailer such as basic employee courtesy Augmented customer service includes the activities that enhance the shopping experience and give retailers a competitive advantage
Fundamental Decisions
What customer services are expected and what customer services are augmented for a particular retailer?
What level of customer service is proper to complement a firms image? Should there be a choice of customer services?
Fundamental Decisions
Should customer services be free?
How can a retailer measure the benefits of providing customer services against their costs?
Channel Relations
Members of a distribution channel (manufacturers, wholesalers, and retailers) jointly represent a value delivery system, which comprises all the parties that develop, produce, deliver, and sell and service particular goods and services. This has important ramifications for the retailer
Each channel member is dependent on the other Every value delivery system activity must be enumerated and responsibility assigned for them.
Value delivery systems are complex due to the vast product assortment of superstores, the many forms of retailing, and the use of multiple distribution channels by some manufacturers.
Nonstore retailing requires a different delivery system than store retailing. Due to conflicting goals, some channel members are adversarial.
Relationship Retailing
Seek to establish and maintain longterm bonds with customers, rather than act as if each sales transaction is a completely new encounter
Concentrate on the total retail experience Monitor satisfaction Stay in touch with customers
Dataware House Development/CIF Customer Insights Segmentation Customer profitability Behaviour, needs, and attitudes
Campaign/Contact Management
Campaign/Contact Management Targeting highpotential/value customers Customer event detection Delivering the opportunity to the sales force
delivering high quality sales & service leads across all channels, every day to all sales staff. having campaigns for all segments and all financial needs where each campaign is multi channel, multi offer, multi target - continuous learning loop alignment of sales activities with retailing and marketing objectives (customer management and contact)
National Leads
Opportunity Analysis
Relationship Management
Plan Preparation
Event Detection
Daily Activities (eg. deposits, home loans repayment enquiries) are recorded in source (transaction) systems A continuous (historical) transaction pattern/profile for each customer is kept in a database Queries trawl this database every night to search for any unusual changes (which is of interest to us) Any significant changes in a customers transaction pattern is detected (eg. a very large deposit today relative to the average over the previous six months). This is an event. Best events (prioritised) are sent daily (every morning) to bankers for action managed by Relationship Optimiser)
Propensity Scoring
Summarised data (up to 1600 variables) on customers is stored in Predictive Modelling Datamarts and updated monthly Statistical models (or rules) to profile customer behaviour/needs for various financial services and products are developed from these files. Best leads (ie. highest propensity, highest strike rates) are selected and sent to bankers by Relationship Optimiser for action.
Relationship/Campaign Managment
what is the best opportunity to be offered to the customer (ie. prioritisation of leads)
CRM Vision
Clicks and Mortar Customer Centricity 360 degree View of the Customer Customer Process Excellence Common Technical Architecture Alternative Interaction Methods
24 hour Customer
Internet
Mobile Planner
CRM Benefits
A fully implemented CRM solution will give the National the ability to maximise the life time value of its customers. It coordinates all customer access channels together to produce products and services that are worth far more than the sum of their parts. This is achieved by: Being able to easily cross sell products and services to customers that those products are relevant to.
+5%
+2.5%
Advertising Store Atmosphere and Visual Merchandising Objectives Inform Persuade Remind
Public Relations
Salespeople
Sales Promotion
Multi-Channel Retailing
A retailer sells to consumers through multiple retail formats
Web sites Physical stores Catalog Mix of the above
Retailing
Levels of Service
Wheel-of-retailing Four levels of service:
Self-service Self-selection Limited service Full service
Wholesaling
Wholesalers functions:
Selling and promoting Buying and assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and counseling
Wholesaling
Trends in Wholesaling
Narus and Anderson identified four ways to strengthen relationships with manufacturers
Sought clear agreement about their expected function in the marketing channel Gained insight into the manufacturers requirements by visiting their plants Fulfilled commitments by meeting volume targets Identified and offered value-added services to help their suppliers
Category Management
One relationship-oriented practice that some manufacturers and retailers are trying to use is category management. With this approach, channel members collaborate to manage products by category rather than individual item.