An Introduction to Retailing参考.ppt

* * * * * * * * Figure 1-9: “Expect More. Pay Less” at Target Aspects of Target’s Strategy Growth objectives Appeal to a prime market Distinctive image Focus Customer service Multiple points of contact Employee relations Innovation Commitment to technology Community involvement Monitoring performance Customer Orientation Coordinated Effort Value-driven Goal Orientation Retailing Concept Retail Strategy Figure 1-11: The Build-A-Bear Experience: Never Boring Customer Service Activities undertaken by a retailer in conjunction with the basic goods and services it sells. This includes: Store hours Parking Shopper-friendliness Credit acceptance Salespeople Figure 1-12: A Customer Respect Checklist Do we trust our customers? Do we stand behind what we sell? Is keeping commitments to customers important to our company? Do we value customer time? Do we communicate with customers respectfully? Do we treat all customers with respect? Do we thank customers for their business? Do we respect employees? Relationship Retailing Retailers seek to establish and maintain long-term bonds with customers, rather than act as if each sales transaction is a completely new encounter Concentrate on the total retail experience Monitor satisfaction Stay in touch with customers Effective Relationship Retailing Use a “win-win” approach It is easier to keep existing customers happy than to gain new ones Develop a customer database Ongoing customer contact is improved with information on people’s attributes and shopping behaviors Approaches to the Study of Retailing Institutional Functional Strategic Parts of Retail Management: A Strategic Approach Building relationships and strategic planning Retailing institutions Consumer behavior and information gathering Elements of retailing strategy Integrating, analyzing, and improving retail strategy 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, m