By A. Coskun Samli
Dealing with Retail Giants severely analyzes the trendy retail industry and identifies how companies achieve the aggressive part over the most important outlets that at the moment keep watch over the industry. Dr. Samli argues that as society advances economically, shoppers will search larger values generated by means of the retailing quarter.
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Additional resources for Coping with Retail Giants: Gaining an Edge Over Discounters
Effort must be made to reach out to the prospective market. How Much Are We Likely to Spend? As discussed in different sections of this book, perhaps the most important consideration is not to have a specific budget at the beginning preopening communications activity. It is necessary to determine just what is going to be done and then how much all this will cost. Establishing a budget figure before all of the preopening activities are considered could be very limiting and quite inadequate. Physical Preparation In the final analysis, it is the physical facility that is going to make the total impact.
The Outside Appearance This is the first and probably the most important consideration. The store’s physical appearance must be attractive to encourage consumers to explore. Being attractive also means ability to communicate with the prospective customers. Here, what the appearance physically conveys as a message and what additional physical messages must be added are very important questions and must be considered very carefully. Additionally, the store, although it may make a statement by its appearance, must also be somewhat consistent with other stores in the total shopping complex.
The Town Location of town typically relates to out-shopping. People who live in Small Town A may go many miles to shop at Larger Town B because of selection of merchandise, more attractive prices, and even perhaps the pleasure of shopping. Clearly, the town in which the retail establishment is located is a significant consideration. Some cities or towns are more dynamic and provide a better overall market potential for the retail store. On the other hand, the town or even the city may be a sleepy one, meaning, primarily, not having a proactive retailing sector.