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retail positioning

Andrew Newman


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Retail positioning aims to provide competitive advantage by differentiating the retailer from its competitors through a retail offering that appeals to and is readily identifiable by its specific target markets ( see target market ). This process involves identifying potential customers by breaking the consumer population down into groups by such characteristics as gender, age, income, geographic location, and lifestyle ( see lifestyles ; market segmentation ). However, each group must be sufficiently large and within broad categories for each characteristic so that the retailer targets meaningful customer groups. This market segmentation permits retailers to identify a group of customers and match them as precisely as possible to the “retail offering” ( Newman and Cullen, 2002 ). In the UK fashion sector, for example, the intense competition in the marketplace insures that price inevitably plays a part in the retail positioning of stores. Retail positioning strategy is an integrated activity, which comprises key management decision areas such as merchandising ( see retail merchandising ), store format and design ( see store design ), customer service dimension, and marketing communications ( Walters and Laffy, 1996 ). The careful integration of these and other activities, such as supply chain management, secure and sustain a retailer's position in the marketplace relative ... log in or subscribe to read full text

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