Lamb, Hair, Mc. Daniel 2010 -2011 CHAPTER 15 Retailing
Learning Outcomes LO 1 Discuss the importance of retailing in the U. S. economy LO 2 Explain the dimensions by which retailers can be classified LO 3 Describe the major types of retail operations LO 4 Discuss nonstore retailing techniques 2
Learning Outcomes LO 5 Define franchising and describe its two basic forms LO 6 List the major tasks involved in developing a retail marketing strategy LO 7 Describe new developments in retailing 3
The Role of Retailing Discuss the importance of retailing in the U. S. economy LO 1 4
Retailing All the activities directly related to the sale of goods and services to the ultimate consumer for personal, non -business use. LO 1 5
The Role of Retailing u Over 1. 6 million U. S. retailers employ more than 24 million people u Retailers account for 11. 6 percent of U. S. employment u Retailing accounts for 13 percent of U. S. businesses u Retailers ring up almost $4 trillion in sales —nearly 40 percent of the U. S. GDP u Industry is dominated by a few giant organizations, such as Wal-Mart LO 1 6
Beyond the Book Stress “Value” to Attract Customers LO 1 Because of the recession, customers are in a particularly cost-conscious mood and focusing on value. To grab their attention retailers can: þ Offer unique value propositions, i. e. prices, customer services, loyalty programs þ Use innovative marketing concepts that will resonate with consumers, e. g. pop-up shops or a “green emphasis þ Appeal to time-strapped customers with an efficient multichannel shopping experience SOURCE: Larry Freed, “Satisfied and Buying, ” online at http: //www. internetretailer. com. 7
REVIEW LEARNING OUTCOME The Importance of Retailing as a % of U. S. employment 11. 6% Retailing as a % of U. S. businesses Retailing as a % of GDP 13% 40% LO 1 8
Classifying Retailers Explain the dimensions by which retailers can be classified LO 2 9
Classification of Retail Operations Ownership Level of Service Product Assortment Price LO 2 10
Classification of Ownership Independent Retailers Owned by a single person or partnership and not part of a larger retail institution Chain Stores Owned and operated as a group by a single organization Franchises The right to operate a business or sell a product LO 2 11
Level of Service Self Service Factory outlets Warehouse clubs LO 2 Full Service Discount stores Exclusive stores 12
Types of Stores and Their Characteristics Type of Retailer Service Level Assortment Price Gross Margin Department Store Mod Hi-High Broad Mod-High Mod High Specialty Store High Narrow Mod-High Supermarket Low Broad Moderate Low Convenience Store Low Med-Narrow Mod High Drugstore Low-Mod Medium Moderate Low Full-line Discounter Mod-Low Med-Broad Mod Low Specialty Discounter Mod-Low Med-Broad Mod Low-low Mod Low Warehouse Clubs Low Broad Low-very low Low Off-price Retailer Low Med-Narrow Low Restaurant Low-High Narrow Low-High LO 2 Low-High 13
Price Gross Margin LO 2 The amount of money the retailer makes as a percentage of sales after the cost of goods sold is subtracted. 14
Major Types of Retail Operations Describe the major types of retail operations LO 3 15
Major Types of Retail Operations Department Stores Specialty Stores Supermarkets Drugstores Convenience Stores Discount Stores http: //www. walgreens. com Restaurants LO 3 Online 16
Categories of Discount Stores Full-Line Discounters Specialty Discount Stores Warehouse Clubs Off-Price Discount Retailers LO 3 17
Discount Stores Mass Merchandising LO 3 Retailing strategy using moderate to low prices on large quantities of merchandise and lower service to stimulate high turnover of products. 18
Discount Stores Supercenter Full-line discounter LO 3 Retail store combining groceries and general merchandise goods with a wide range of services. Retailer offering consumers very limited service and carrying a broad assortment of well-known, nationally branded “hard goods”. 19
Specialty Discount Stores Category Killers Specialty discount stores that heavily dominate their narrow merchandise segment. LO 3 20
Types of Retail Operations Department Stores Shopping Specialty Goods Specialty Stores Distinctive Products Customer Service Supermarket Drugstores Food Products Medications Health and Beauty Cosmetics Specialty Scrambled Merchandising Convenience Stores High Turnover Goods Discount Stores Restaurants supercenter Full-line extremevalue Specialty category killer Warehouse LO 3 Off-price factory outlet 21
Aldi Started in 1976 in Iowa, ALDI is increasing its market presence as a discount grocer. Offering a slim 1, 400 products as ALDI select brands, the chain is able to give consumers deep discounts through supplier deals and their no-frills approach. Products must meet national brand standards, but consumers purchase for up to 50% less. LO 3 22
Nonstore Retailing Discuss nonstore retailing techniques LO 4 23
Nonstore Retailing Automatic Vending Direct Retailing Direct Marketing Electronic Retailing LO 4 24
Direct Retailing Door-to-Door Office-to-Office Home Sales Parties http: //www. avon. com LO 4 Online 25
Types of Direct Marketing Direct Mail Catalogs & Mail Order Shop-at-home networks Online retailing Telemarketing Electronic Retailing LO 4 26
Beyond the Book Top E-Tailers by Sales Volume LO 4 America's Top Ten Retail Businesses Rank Company Web Sales Volume (in billions) 1 Amazon. com Inc. $19. 2 2 Staples Inc. $5. 6 3 Dell Inc. $4. 8 4 Office Depot Inc. $4. 8 5 Apple Inc. $3. 6 6 Office. Max Inc. $3. 1 7 Sears Holding Corp. $2. 7 8 CDW Corp. $2. 6 9 Newegg. com $2. 1 10 Best Buy $2. 0 27
Top E-Tailers by Customer Satisfaction (out of 100 points) Netflix. com 86 QVC. com 84 Amazon. com 83 Drs. Foster. Smith. com 81 Apple. com 80 Newegg. com 80 Shutterfly 80 SOURCE: Larry Freed, “Satisfied and Buying, ” online at http: //www. internetretailer. com. LO 4 28
Nonstore Retailing Techniques Nonstore Retailing Vending Direct retailing Direct marketing LO 4 direct mail catalogs telemarketing Electronic retailing online shop at home 29
Vending Machine Variety • Reverse Vending Machines – Input recyclables and the machine sorts, compresses, and pays out refunds based on the container. • Used Golf Ball Vending Machines – Tilly-Miss fills candy-style dispensers with reclaimed golf balls. • Kosher Hot Dog Vending Machines – Kosher Cart cooks hot dogs and other kosher foods • Custom Juice Drinks Vending Machines – Select and mix custom juice drinks • Moobella Custom Ice Cream Vending Machines – Make custom ice cream by mixing base flavors and 4 mix-ins 30 LO
Franchising Define franchising and describe its two basic forms LO 5 31
Basic Forms of Franchising Product and Trade Name Franchising Business Format Franchising LO 5 32
Franchising Product and Trade Name Franchising Business Format Franchising LO 5 Dealer agrees to sell in products provided by a manufacturer or wholesaler. An ongoing business relationship between a franchiser and a franchisee. 33
Largest U. S. Franchisors LO 5 34
Retail Marketing Strategy List the major tasks involved in developing a retail marketing strategy LO 6 35
Retail Marketing Strategy Define & Select a Target Market Develop the “Six Ps” LO 6 36
Defining a Target Market Demographics STEP 1: Segment the Market Geographics Psychographics LO 6 37
Choosing the Retailing Mix Product Price Personnel Promotion STEP 2: Choose the Retailing Mix Place Presentation http: //www. publix. com LO 6 Online 38
The Retailing Mix Product Personnel Place Target Market Presentation LO 6 Promotion Price 39
Choosing the Retailing Mix Product Offering LO 6 The mix of products offered to the consumer by the retailer; also called the product assortment or merchandise mix. 40
Retail Promotion Strategy Advertising Public Relations Publicity Sales Promotion LO 6 41
The Proper Location Choosing a Community Choosing a Site Economic growth potential Freestanding Store Competition Shopping Center Geography Mall LO 6 42
Important Factors for Site Choice u Neighborhood socioeconomics u Traffic flows u Land costs u Zoning regulations u Public transportation u Site’s visibility, parking, entrances and exits, accessibility, and safety u Fit with other stores LO 6 43
Shopping Center and Mall Locations Advantages • Design attracts shoppers • Activities and anchor stores draw customers • Ample parking • Unified image • Sharing of common area expenses LO 6 Disadvantages • Expensive leases • Failure of common promotion efforts • Lease restrictions • Hours of operation • Anchor store domination • Direct competitors • Consumer time limits 44
Retail Prices Low Price Good Value Single Price Point EDLP LO 6 High Price Quality Image 45
Presentation of the Retail Store Atmosphere LO 6 The overall impression conveyed by a store’s physical layout, décor, and surroundings 46
Presentation of the Retail Store Employee type and density Merchandise type and density Fixture type and density Sound Odors http: //www. apple. com Visual factors LO 6 Online 47
Personnel and Customer Service Trading Up Two Common Selling Techniques Suggestion Selling LO 6 48
Customer Service for On-Line Retailers Easy-to-use Web site Product availability Simple returns LO 6 49
PRODUCT Width and depth of product assortment Developing a Retail Marketing Strategy LO 6 PLACE Location and hours Promotion Advertising, publicity, public relations PRICE PRESENTATION Layout and atmosphere Personnel Customer service and personal selling TARGET 50
New Developments in Retailing Describe new developments in retailing LO 7 51
New Developments in Retailing Interactivity Consumers are involved in the retail experience. M-commerce Purchasing goods through mobile devices. LO 7 52
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