Unit4-Retailing

Distribution & Retailing: 

Unit 4 Subhajit Sanyal Distribution & Retailing

What Is Retailing?: 

What Is Retailing? Retailing: includes all the activities involved in selling products or services directly to final consumers for their personal, non-business use. Most retailing is done by retailers , but nonstore retailing has recently grown by leaps and bounds.

Retailing: 

Retailing Retailing includes all the activities in selling products or services directly to final consumers for their personal, non-business use Retailers are businesses whose sales come primarily from retailing

Types of Retailers: 

Types of Retailers Retailers are classified based on: Amount of service they offer Breadth and depth of product lines Relative prices charged How they are organized

Amount of Service : 

Amount of Service Self-Service Retailers: Serve customers who are willing to perform their own “locate-compare-select” process to save money. Limited-Service Retailers: Provide more sales assistance because they carry more shopping goods about which customers need information. Full-Service Retailers: Usually carry more specialty goods for which customers like to be “waited on.”

Retailing: 

Retailing Non-store retailing includes selling to final consumers through: Direct mail Catalogs Telephone Internet TV shopping Home and office parties Door-to-door sales Vending machines 13-5

Major Store Retailer Types: 

Major Store Retailer Types Specialty stores Department stores Supermarkets Category Killers Convenience stores Discount stores Off-price retailers Superstores

Retailing: 

Retailing Types of Retailers Classified in terms of: Amount of service Product lines Relative price

Retailing: 

Retailing Types of Retailers Amount of service Self service Limited service Full service

Retailing: 

Retailing Types of Retailers Amount of Service Self-service retailers serve customers who are willing to perform their own locate-compare-select process to save money Wal-Mart Supermarkets

Retailing: 

Retailing Types of Retailers Amount of Service Limited service retailers provide more sales assistance because they carry more shopping goods about which customers need more information Sears JC Penney

Retailing: 

Retailing Types of Retailers Amount of Service Full-service retailers assist customers in every phase of the shopping process, resulting in higher costs that are passed on to the customer as higher prices Department stores Specialty stores

Retailing: 

Retailing Types of Retailers Amount of Service Specialty stores carry narrow product lines with deep assortments within the product lines Department stores carry a wide variety of product lines Convenience stores carry a limited line of high-turnover convenience goods

Retailing: 

Retailing Types of Retailers Amount of Service Superstores offer a large assortment of routinely purchased food products, no food items, and services Supercenters have very large combination food and discount stores

Retailing: 

Retailing Types of Retailers Amount of Service Category killers are large stores that carry a very deep assortment of a particular line with a knowledgeable staff Service retailers’ product lines are actually service

Relative Prices Classification: 

Relative Prices Classification Discount stores Off-price retailers Independent off-price retailers Factory outlets Factory outlet malls Value-retail centers Warehouse club

Retailing: 

Retailing Types of Retailers Relative Prices Discount stores Office price retailers Factory outlets Warehouse clubs

Retailing: 

Retailing Types of Retailers Relative Prices Discount stores sell standard merchandise at lower prices by accepting lower margins and selling higher volume Off-price retailers buy at less than regular wholesale prices and charge customers less than retail Independent off-price retailers either are owned and run by entrepreneurs or are divisions of larger retail corporations

Retailing: 

Retailing Types of Retailers Relative Prices Factory outlets are producer-operated stores Warehouse clubs are large warehouse-like facilities with few frills and offer ultra-low prices

Organizational Classification: 

Organizational Classification Corporate chain stores Voluntary chain Retailer cooperative Franchise Merchandising conglomerates

Retailing: 

Retailing Types of Retailers Organizational Approach Corporate chain stores Voluntary chain stores Retailer cooperatives Franchise organizations Merchandising conglomerates

Retailing: 

Retailing Types of Retailers Organizational Approach Corporate chains are two or more outlets that are commonly owned and controlled Size allows them to buy in large quantities at lower prices and gain promotional economies Sears CVS

Retailing: 

Retailing Types of Retailers Organizational Approach Voluntary chains are wholesale-sponsored groups of independent retailers that engage in group buying and common merchandising IGA Western Auto

Retailing: 

Retailing Types of Retailers Organizational Approach Retailer cooperative is a group of independent retailers that band together to set up a joint-owned, central wholesale operation and conduct joint merchandising and promotion effort Ace Hardware Associated Grocers

Retailing: 

Retailing Franchise organizations are based on some unique product or service; on a method of doing business; or on the trade name, good will, or patent that the franchisor has developed Subway Holiday Inn Types of Retailers Organizational Approach

Retailing: 

Retailing Types of Retailers Organizational Approach Merchandising conglomerates are corporations that combine several retailing forms under central ownership Limited Brands

Retailer Marketing Decisions: 

Retailer Marketing Decisions Retailer Strategy: Target market Retail store positioning Until retailers define and profile their markets, retailers cannot make meaningful decisions related to the retailer marketing mix.

Retailer Marketing Decisions: 

Retailer Marketing Decisions Retailer Marketing Mix: Product assortment and services Price Promotion Place (location)

Assortment and Service Decisions: 

Assortment and Service Decisions Product assortment Should differentiate the retailer while matching target shoppers’ expectations Services mix Store atmosphere Physical layout can help/hinder shopping Experiential retailing helps sell goods Unusual, exciting shopping environments are becoming more common

Price and Promotion Decisions: 

Price and Promotion Decisions Price policy must fit its target market and positioning, product and service assortment, and competition. Can use any or all of the promotion tools—advertising, personal selling, sales promotion, public relations, and direct marketing—to reach consumers.

Place Decisions: 

Place Decisions Retailers can locate in central business districts, various types of shopping centers, strip malls, or power centers. Location is key to success.

Retailing: 

Retailing Retailer Marketing Decisions Target market and positioning Product assortment and services Price Promotion Place

Retailing: 

Retailing Target market and positioning involves the definition and profile of the market so the other retail marketing decisions can be made Retailer Marketing Decisions

Retailing: 

Retailing Retailer Marketing Decisions Product assortment and service decisions include: Product assortment Services mix Store atmosphere

Retailing: 

Retailing Retailer Marketing Decisions Product assortment should differentiate the retailer while matching target shoppers’ expectations Offers merchandise that no other competitor carries Private or national brands Merchandising events Highly targeted product assortment

Retailing: 

Retailing Retailer Marketing Decisions Services mix should also serve to differentiate the retailer from the competition Customer support Store atmosphere is the physical layout that makes moving around the store hard or easy Experiential retailing Test driving

Retailing: 

Retailing Retailer Marketing Decisions Price Decision Price policy must fit the target market and positioning, product and service assortment, and competition High markup on lower volume Low markup on higher volume

Retailing: 

Retailing Retailer Marketing Decisions Price Decision High-low pricing involves charging higher prices on an everyday basis, coupled with frequent sales and other price promotions to increase store traffic, clear out unsold merchandise, create a low price image, or attract customers who will buy other goods at full price

Retailing: 

Retailing Retailer Marketing Decisions Price Decision Everyday low prices (EDLP) involves charging a constant, everyday low price with few sales or discounts

Retailing: 

Retailing Retailer Marketing Decisions Promotion Decision Advertising Personal selling Sales promotion Public relations Direct marketing

Retailing: 

Retailing Retailer Marketing Decisions Place Decision Location Accessibility Consistent with positioning

Retailing: 

Retailing Retailer Marketing Decisions Place Decision Central business districts are located in cities and include department and specialty stores, banks, and movie theaters Shopping center is a group of retail businesses planned, developed, owned, and managed as a unit. Regional shopping centers Community shopping centers Neighborhood shopping centers Power centers Lifestyle centers

The Future of Retailing: 

The Future of Retailing New Retail Forms and Shortening Retail Life Cycles Growth of Nonstore Retailing Retail Convergence Rise of the Megaretailers Growing Importance of Retail Technology Global Expansion of Major Retailers Retail Stores as “Communities” or “Hangouts”

Retailing: 

Retailing The Future of Retailing Retailers have to choose target segments carefully, position themselves strongly, and consider the following developments as they plan and execute their competitive strategies: Non-store retailing Retail convergence Megaretailers Retail technology Global expansion Retail stores as communities

Retailing: 

Retailing The Future of Retailing New Retailing Forms and Shortening Life Cycles Wheel-of-retailing concept states that many new types of retailing forms begin as low-margin, low-price, low-status operations and challenge established retailers. As they succeed, they upgrade their facilities and offer more services, increasing their costs and forcing them to increase prices, eventually becoming the retailers they replaced.

Retailing: 

Retailing The Future of Retailing New Retailing Forms and Shortening Life Cycles Growth of non-store retailing includes: Mail order Television Phone Online

Retailing: 

Retailing The Future of Retailing New Retailing Forms and Shortening Life Cycles Retail convergence involves the merging of consumers, producers, prices, and retailers, creating greater competition for retailers and greater difficulty differentiating offerings

Retailing: 

Retailing The Future of Retailing New Retailing Forms and Shortening Life Cycles The rise of megaretailers involves the rise of mass merchandisers and specialty superstores, the formation of vertical marketing systems, and a rash of retail mergers and acquisitions Superior information systems Buying power Large selection

Retailing: 

Retailing The Future of Retailing New Retailing Forms and Shortening Life Cycles Retail technology includes video-casts, inventory control, electronic ordering, transfer of information, scanning, online transaction processing, improved merchandise handling systems, and the ability to connect with customers

Wholesaling: 

Wholesaling Wholesaling Wholesalers add value by performing channel functions Selling and promoting Buying assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and advice

Wholesaling: 

Wholesaling Wholesaling Selling and promoting involves the wholesaler’s sales force helping the manufacturer reach many smaller customers at lower cost Buying and assortment building involves the selection of items and building of assortments needed by their customers, saving the customers work

Wholesaling: 

Wholesaling Wholesaling Bulk breaking involves the wholesaler buying in larger quantity and breaking into smaller lots for its customers Warehousing involves the wholesaler holding inventory, reducing its customers’ inventory cost and risk

Wholesaling: 

Wholesaling Wholesaling Transportation involves the wholesaler providing quick delivery due to its proximity to the buyer Financing involves the wholesaler providing credit and financing suppliers by ordering earlier and paying on time

Wholesaling: 

Wholesaling Wholesaling Risk bearing involves the wholesaler absorbing risk by taking title and bearing the cost of theft, damage, spoilage, and obsolescence Market information involves the wholesaler providing information to suppliers and customers about competitors, new products, and price developments

Wholesaling: 

Wholesaling Wholesaling Management services and advice involves wholesalers helping retailers train their sales clerks, improve store layouts, and set up accounting and inventory control systems

Wholesaling: 

Wholesaling Types of Wholesalers Merchant wholesalers Agents and brokers Manufacturers’ sales branches and offices

Wholesaling: 

Wholesaling Types of Wholesalers Merchant wholesalers is the largest group of wholesalers and include: Full-service wholesalers who provide a full set of services Limited-service wholesalers who provide few services and specialized functions

Wholesaling: 

Wholesaling Types of Wholesalers Brokers and agents do not take title, perform a few functions, and specialize by product line or customer type Brokers bring buyers and sellers together and assist in negotiations Agents represent buyers or sellers

Wholesaling: 

Wholesaling Types of Wholesalers Manufacturers’ sales branches and offices is a form of wholesaling by sellers or buyers themselves rather than through independent wholesalers

Wholesaling: 

Wholesaling Wholesaler Marketing Decisions Target market and positioning decisions Marketing mix decisions

Wholesaling: 

Wholesaling Wholesaler Marketing Decisions Target market and positioning decisions Size of customer Type of customer Need for service

Wholesaling: 

Wholesaling Wholesaler Marketing Decisions Marketing mix decisions Product Price Promotion Place

Wholesaling: 

Wholesaling Trends in Wholesaling Challenges Resistance to price increases Lack of suppliers Changing customer needs Adding value by increasing efficiency and effectiveness

Thank you: 

Thank you