Chapter 16 - Retailing

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Chapter 16 - Retailing

  1. 2. Retailing 16 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
  2. 3. Chapter Objectives <ul><li>Define retailing; understand how retailing evolves and some ethical issues in retailing </li></ul><ul><li>Understand how we classify retailers </li></ul><ul><li>Describe the more common forms of nonstore retailing including B2C e-commerce </li></ul><ul><li>Understand the importance of store image to a retail positioning strategy and explain how a retailer can create a desirable image in the marketplace </li></ul>
  3. 4. Retailing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall The final stop in the distribution channel in which organizations sell goods and services to consumers for their personal use
  4. 5. Wheel of retailing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
  5. 6. Figure 16.1 The Wheel of Retailing
  6. 7. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Retail life cycle INTRODUCTION Aggressive entrepreneurs Pop up retailers GROWTH Sales grow New competitors Stores expand offerings MATURITY Multiple competitors Profits decline New products offered DECLINE Offerings become obsolete
  7. 8. Future of retailing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall The economy Demographics Technology Globalization
  8. 9. Demographics Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
  9. 10. Technology Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall <ul><ul><li>Technology is revolutionizing retailing – particularly in terms of how consumers shop. The Internet not only offers marketers a new selling venue, it has become a primary source of information for shoppers. </li></ul></ul>
  10. 11. Globalization Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
  11. 14. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Self-Service Classify Retailers by Service Level Limited-Service Full-Service
  12. 15. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall STORES NON-STORE Retail types Convenience Supermarkets Specialty Discount Off-price Warehouse clubs Factory outlets Department Hypermarkets
  13. 16. Classify Retailers Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall NARROW BROAD SHALLOW DEEP Merchandise Depth Merchandise Breadth Convenience stores (airport gift shop) Warehouse club (Sam ’s, Costco) Specialty stores (Legendaryheroes.com) Super retailers (Amazon.com) by Merchandise selection
  14. 17. Table 16.1 Major Types of Retailers
  15. 18. Table 16.1 Major Types of Retailers, Cont.
  16. 19. Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall Store Types
  17. 20. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Convenience Store
  18. 21. Convenience Stores
  19. 22. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall STORES NON-STORE Retail types Convenience Supermarkets Specialty Discount Off-price Warehouse clubs Factory outlets Department Hypermarkets Direct selling Door to door Party selling Vending machines Auctions/eBay Garage sales, Craigslist.com Online retailers
  20. 23. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Non-Store
  21. 24. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall B2C E-commerce Virtual channels are unlikely to replace traditional ones Stores must continue to evolve to lure shoppers away from computers
  22. 25. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall E-commerce Benefits to the firm allows consumers and marketers to easily find and make exchanges in a global marketplace
  23. 26. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall E-commerce Limitations to the firm Site maintenance costs can be high e-commerce can be hard to implement may cannibalize in-store sales
  24. 27. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Benefits to the Consumer What do you like best about online shopping?
  25. 28. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Limitations for the Consumer delays in in delivery, fraud risks, the inability to feel the goods or check sizing Have you ever had any problems with online shopping?
  26. 29. Table 16.2 Benefits and Limitations of E-Commerce
  27. 32. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Store Image how the target market perceives the store—its market position relative to the competition
  28. 33. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall LUXURY THRIFTY TRADITIONAL FASHION FORWARD Store image mapping Macy ’s Sears Saks Fifth Ave. Lord & Taylor Bergdorf Goodman Bloomingdales Barney ’s Henri Bendel
  29. 34. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall STORE DESIGN Image elements Atmospherics Music, color, lighting Traffic flow Visual merchandising PRICING STORE PERSONNEL
  30. 35. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Atmospherics The use of materials, furnishings, and other design elements can create a desired store image
  31. 36. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
  32. 37. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Lighting, color, music
  33. 38. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Store Layout The arrangement of merchandise in the store, and how shelves, racks, tables, and cash registers are placed. The arrangement of each element is critical for directing the traffic flow, or how shoppers move through the retail environment.
  34. 39. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Store Layout
  35. 40. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Visual Merchandising
  36. 41. Copyright © 2021 Pearson Education, Inc. Publishing as Prentice Hall Pricing and store image <ul><li>Pricing policy </li></ul><ul><ul><li>- Price points are price ranges - of a store ’s merchandise </li></ul></ul><ul><ul><li>- Price points play a role in establishing its image </li></ul></ul>
  37. 42. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Store Location <ul><ul><ul><li>Business districts </li></ul></ul></ul><ul><ul><ul><li>Shopping centers </li></ul></ul></ul><ul><ul><ul><li>Freestanding retailers </li></ul></ul></ul><ul><ul><ul><li>Nontraditional store locations </li></ul></ul></ul>
  38. 43. Figure 16.7 Business Districts
  39. 44. Figure 16.7 Shopping Centers
  40. 45. Figure 16.7 Freestanding Stores
  41. 46. Figure 16.7 Nontraditional Store Locations
  42. 48. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc.   Publishing as Prentice Hall

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