Chapter 13

Question 1

Outline the considerations associated with choosing retail partners

Answer 1

1. whether customers expect to find their products at specific retailers.
2. basic channel structure in which it functions, and characteristics of the members of that channel.
3. distribution intensity

Question 2

Identify what types of retailers are available to distribute products

Answer 2

2 categories: food retailers and general merchandise retailers.
eg. supermarkets, supercentres, warehouse clubs, convenience stores, department stores, discount stores, specialty retailers, drugstores, category specialists, extreme-value retailers, and off-price stores.

Question 3

Describe the components of a retail strategy building on the four Ps to create value for consumers

Answer 3

1. Product: choice of merchandise in the quantities they want to buy and services that facilitate the sale and use
2. Place: offer convenient locations to shop and an atmosphere and presentation that enhance the shopping experience.
3. Promotions : both in the store and outside, provide customers with information.
4. Price: provides signals to the customer about the image of the store, its merchandise, and its services.

Question 4

Identify the benefits of omnichannel retailing (3)

Answer 4

1. expand overall market presence
2. offers the chance to gain a greater share of customers’ wallets
3. more insight into their buying behaviour

Question 5

Identify the challenges of omnichannel retailing

Answer 5

1. organize their operations carefully to ensure an integrated customer experience
2. maintaining a consistent brand image across various channels (same prices and delivering)