RETAIL IN AMERICAN
Summary of the history of retail in the U.S.The trend occurs as a result of several conditions including:
U.S.
metropolitan / urban areas most of the excess is stored with the
struggling retailer / "rush" for the consumer dollar - fierce
competition
Have
been countless mergers / acquisitions and consolidation during the
1980s and the 1990s led to an increase in market power through retailer
sales dominance and vertical integration. A
growing emphasis on retail management professional (ie, qualifications
in retail / marketing, merchandise, etc. become important) There is an
increase in information - technology - leading retailers to enjoy
economies of scope and scale - the case of paperless transactions.
In
general, the environmental trends presented earlier can be described as
a mediator retail practices / tactics (they are the cause of some
significant trends / changes in retail).
MicromarketingThis refers to the process of getting the right product at the right stores at the right timeAll
customers are not the same - the customer specific marketing (see
Swinyard, 1997), and relationship marketing - which includes:
transaction marketing, e-marketing, interaction marketing, network
marketing, pluralistic (see Lindgreen, Palmer and Vanhamme, 2004).Case of Loyalty cards, store cards, credit card relationships, (own) brand shop etc.
Globalization
and new format retail - Airport retail, retail on the train / bus /
sub-way station in NY, DC, etc. retail DFW Airport. Wal-Mart
in the United Kingdom (ASDA acquisition), China, Mexico, South America)
- "out of the river in the United States for growth?" Mc Donald outlet wherever people want to live, work, sleep, play or berkumpul.Kegagalan Woolworth in the UK ... Africa has now been entered.South African retailers are moving to other countries in Africa.Tesco stores from the UK on the European continent.Based on Swinyard (1997)Problem NAFTA, GATT (WTO), the European Union (EEC) expansion etc. etc.The question is: Where do we go from here?
Quick response and cost reduction (quick fixes)Every day low prices (EDLP).This was stated by Sears in 1992. It is planned to compete head-to-head with discounters such as Wal-Mart, and Target.Sears
failed in this strategy - Cheap price not only factor explaining the
success of retailers - Sears is now offering "Come see the softer side
of Sears".
Retail ethnicity, and age-related changes in popular culture related merchandise.The ethnic diversity of U.S. consumers and increase the need for micro-micro-marketing and merchandising.There
will be the establishment of differential appeal to ethnic buyers, baby
boomers (born between 1946-1964), and their children ("baby busters"),
the "Pepsi Generation", Generation X, Y and Z - adolescents and
youth-oriented culture - single living lifestyle, hedonistic etcBased on Swinyard (1997)New! Hold down the shift key, click and drag
