Retail business has been revolutionized in the current century in both national and inter-national markets. The inherent limitations are no longer a global challenge as the different marketing routes, online and physical stores, have greatly changed the way it all is conducted more so at every corporate section in the US

1. Globalization in Retail Markets
Introduction
Retail business has been revolutionized in the current century in both national and
inter-national markets. The inherent limitations are no longer a global challenge as the
different marketing routes, online and physical stores, have greatly changed the way it all is
conducted more so at every corporate section in the US (Mass Market Retailers, 2012)..
Generally, the introduction of the Internet has managed to bring the entire world to a virtually
smaller trading environment having companies reach out across borders to form new job
prospects all over the universe (David Aaker, 2011). One such massive multi-national
company is the renowned Wal-Mart, which is one of the largest world-wide retailer, a
company deeply rooted in traditions and policies that have generally made shopping very
manageable all under one roof. The idea of globalization in mass retail gained pace in the
early 90s pioneered by such market giants who sore high in the financial districts up to date.
Is it Universal?
Ideally, all-purpose retailer chains such as Amazon, Wal-Mart, K-Mart and Home
Depot, amongst others merchandise stores who basically deal with items other than food
products used to co-exist with other classic super- and hyper-markets. The 1970s saw the
increasing challenges facing the dominants of those customary stores whereby retailers like
Wal-Mart offered quite low priced products with relatively better quality (Mass Market
Retailers, 2012)! The late 19th and early 20th centuries saw the greater emergence of mass
retailing stores solely originating from the heart of the US and European nations and stores
like the Marshall Field’s swept the populations in selling prices (David Aaker, 2011). Self-
service super and hyper-markets that had begun in the 1930s in US and later in Europe more
or less had to upgrade their services and reach out to both developed and developing states
within their continents and beyond. The mass retailing of products somehow provided a

2. Globalization in Retail Markets
broad selection of goods at relatively low prices than the cliché department stores and
therefore it became a universal trait in the market industry.
A mass retail marketing newspaper goes further to analyze the expectations of the
same in 2020 according to a research done by PwC in 2012 (Mass Market Retailers, 2012).
The report backs up the idea of mass globalization suggesting the need of retailers to
acclimatize with the increasing channel/ network fragmentation which will in turn result in
greater non-store retail market growth and comparatively smaller brick and mortar set-ups.
There is also the need for retailers to be answerable to more dissimilar socio-economic
groups that somehow redefine the supply/ dissemination channels. For the changes expected
in the shopping behavior, the survey further states findings that the older generation, which
has in some way survived through all financial recessions over 75 years back, and is more
economically conservative than this younger generation. Therefore, issues such as the effects
of income-polarization amongst other upcoming issues relate the mass retailing to the entire
globe and not just sections of it (Mass Market Retailers, 2012). It’s classified by generations
(the old and the young) hence having issues that address globalization inferences.
Key characteristics important for the success of mass retail
According to another Retailer blog, the ideal strategy for all mass retailers is to have
this concept that so differs and compels the multitudes such that it outdoes the competitors
making them somewhat irrelevant. Moreover, they should then implement this concept in
such a manner that the essential customers are so attached to the firm and the competitors
find it quite hard to win them over (David Aaker, 2011). Some five guidelines towards
achieving this concept are as follows:
i) Having a Distinct Vision: A strong vision always tends to attract a core customer
clientele. The clearer the group identity, the more the retention capabilities as their
steps, needs and wants are taken into consideration almost all the time. A theory in

3. Globalization in Retail Markets
marketing suggests that, if one connects with 1 core division of reasonable size, they
will incline towards not only having a retailing base but also a definite message and a
proper network that can interconnect, communicate with ease and advocate for this
firm’s concept (David Aaker, 2011).
ii) Evolving of the Offering: Successful mass retailing concepts have to advance over a
given period of time, more so in the beginner steps. Most start from a moderately
small scope and the ambition is expanded to fit the said vision in a discovery process.
Mass Retailers have had the fame of an exceptional capability to experiment out there
until they get just one hit. Such is a key requirement of successful global stores
(David Aaker, 2011).
iii) Service Delivery: Retailers in general have to execute/ perform exceptionally on what
they have promised in a consistent manner that is also profitable to them. Success is
therefore measured in the form of target group and profit/capital accessible as well as
the resources put initially in place (David Aaker, 2011).
iv) Strong Culture: Values within an organization simply have to be cultivated over
time in order to supply the right amount of energy and achieve the core vision. The
idea of moral, ethical and similar values, key programs and code of conduct as well as
leadership truly define a mass retailer in the global industry (David Aaker, 2011).
v) Integration of social and environmental programs within the brand: With the
current trends in global warming due to the massive environmental degradation
programs, environmental and social themes are a catch in mass retail. The packaging
of products, say use of recycle products, has been a key selling point all over the
world today. Similarly, organizations who are nowadays celebrating life and people’s
cultures such as Whole Foods amongst others have an upper hand to their competitors
(David Aaker, 2011).

4. Globalization in Retail Markets
Challenges
Generally, there is a great need for the Mass Retailers to find that balance between the
acquired universal skill-sets applicable literally everywhere and the need for adoption of the
skill-set for the basic local market in order to blend in. The previously quoted PwC report
suggests that success dynamics for these suppliers and retailers are crucial for them to handle
all multifaceted and wide-range of global realities of the retail set-up come the year 2020
(Mass Market Retailers, 2012). Such include:
 A systematic total-value chain-store management system.
 A self-motivated (dynamic) cluster approach to optimize patchy growth in all countries.
 A true spirited competition on the global scale, from the local markets and beyond.
 Basic branding in Omni-channel universal scope
 The management of data privacy and security
 Ideal management of the diverse models in the retail business.
There is an upcoming difference predicted by the PwC survey indicating both
demographical gaps as well as some in the income of the shoppers. The retailers are advised
to diversify their products as well as have a variety of portfolios for display targeting the
online trends (Mass Market Retailers, 2012).
Lastly, the speed of innovations in the technological world will be a great transformation
as the retail sector has the tendency to flow with it. Tracking technologies such as RFIDs
(Radio Frequency Identification) have been a market upgrade ensuring proper channels of
delivery to shoppers, especially for bulky supplies or online shoppers (Mass Market Retailers,
2012).

5. Globalization in Retail Markets
References
Mass Market Retailers [MMR]; Retail industry 2020 (2012) accessed from the website URL:
http://www.massmarketretailers.com/inside-this-issue/news/10-29-2012/retail-industry-2020
on June 5th, 2015.
David Aaker (2011). Retail Customer Experience: 8 Characteristics of Successful Retail
Concepts, accessed from the website URL:
http://www.retailcustomerexperience.com/articles/eight-characteristics-of-successful-retail-
concepts/ on June 5th, 2015.