Integrated Retail Strategy

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This chapter focuses on integrating and controlling a retail strategy We tie together the material detailed previously show why retailers need coordinated strategies and describe how to assess performance By integrating and regularly monitoring their strategies firms of any size or format can take a proper view of the retailing concept and create a superior total retail experience Consider how Dollar Tree competes with Wal-Mart-which is more than 80 times larger A major goal of Retail Management has been to describe the relationships among the elements of a retail strategy and show the need to act in an integrated way Four fundamental factors especially need to be taken into account in devising and enacting an integrated retail strategy:…show more content…
On the one hand, a retailer looks to avoid unnecessary costs. It does not want eight salespeople working at one time if four can satisfactorily handle all customers. And it does not want to pay high rent for a site in a regional shopping center if customers would willingly travel a few miles farther to a less costly site. On the other hand, a firm is not looking to lose customers because there are insufficient sales personnel to handle the rush of shoppers during peak hours. It also does not want a low rent site if this means a significant drop in customer traffic Potential trade-offs often mean neither the least expensive strategy nor the most expensive one is the most productive strategy; the former approach might not adequately service customers and the latter might be wasteful. An upscale retailer could not succeed with self-service, and it would be unnecessary for a discounter to have a large sales staff. The most productive approach applies a specific integrated retail strategy (such as a full service jewelry store) as efficiently as possible Success is based on the principle of offering customers quality products at great prices and neighborly service in clean, conveniently located stores. Food Lion is one of the largest supermarket chains in the United States, with 1,300 supermarkets, either directly or through affiliated entities, under the names of These stores meet local customer needs and preferences for the freshest and best-quality products in 11 Southeastern and Mid-Atlantic states. Stores offer nationally and regionally advertised brands, as well as a growing number of high-quality private label products made and packaged for Food Lion. The company maintains its great prices and quality assurance through technological advances and operating efficiencies such as standard store formats, innovative

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