Types of Retailers Chapter 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc....
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Transcript of Types of Retailers Chapter 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc....
Types of Retailers
Chapter 2
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
2-2
Bag Borrow or Steal
2-3
Types of Retailers
■ Retailers Use Different Retail Mixes
-merchandise: variety (breadth) / assortment (depth)
-services
-store design, visual merchandising
-location
-pricing■ Infinite Variations■ Some combination of retail mixes satisfy the needs of
significant segments and persist over time.
2-4
Merchandise Offering
Variety (breadth of merchandise): wide vs. narrow
- The number of merchandise categories
Assortment (depth of merchandise): deep vs. shallow
-the number of items in a category (SKUs)
2-5
Variety and Assortment of Kayaks in Different Retail Outlets
2-6
Characteristics of Food Retailers
2-7
Trends in Supermarket Retailing
Competition from Discount Stores
Changing Consumption Patterns
Efficient
Distribution Lower Costs Lower Prices
Time Pressure Eating Out More Meal Solutions
2-8
Save-A-Lot
Save-A-Lot’s limited assortment format means that stores carry the most frequently purchased grocery items in the most popular size and variety
The company carries high quality exclusive brands – many produced by the same manufacturers of leading name brands – and an assortment of nationally branded items.
This allows Save-A-Lot to offer savings of up to 40% compared to conventional grocery stores – without asking shoppers to sacrifice quality.
2-9
Characteristics of General Merchandise Retailers
2-10
Three Tiers of Department Stores
■ First Tier: Upscale, high fashion chains with exclusive designer merchandise and excellent customer serviceNordstrom, Neiman Marcus, Saks
■ Second Tier: Retailers sell more modestly priced merchandise with less customer service
Macy’s
■ Third Tier: Value oriented caters to more price conscious customerJCPenney, Sears, Kohl’s
2-11
Issues in Department Store Retailing
■ Competition
-Discount Stores on Price
-Specialty Stores on Service, Depth of Assortment■ Lower Cost by Reducing Services (?)
-Centralized Cash Wraps■ More Sales (?)
-Customers Wait for Sale■ Focus on Apparel and Soft Home■ Develop Private Labels and Exclusive Brands
2-12
Issues in Discount Store Retailing
■ Only Big Left
Wal-Mart, Target
■ Wal-Mart’s Dominance
■ Differentiate Strategy
Wal-Mart = Low Price and Good value
Target = More Fashionable Apparel
■ Competition from Category Specialists
Toys-R-Us, Circuit City, Sports Authority
2-13
Issues in Specialty Store Retailing
■ Mall-Based Apparel Retailers
■ Decline in Mall Shopping and Apparel Sales-Lack of New Fashions
-Less Interest in Fashion
-Increased Price Consciousness
■ Lifestyle Formats –
Abercrombie and Fitch
Hot Topics
McGraw-Hill Companies, Inc./Andrew Resek, Photographer
2-14
Issues in Drug Store Retailing
■ Consolidation – Walgreens, CVS, Rite-Aid
■ Competition from Supermarkets, discount Stores and mail-in orders
■ Evolution to a New Format-Stand Alone Sites with Drive Thru
Windows-offering more frequent purchase food
items
■ Improved systems provide personalized service in the pharmacy
2-15
Category Specialists
■ Deep and Narrow Assortments Destination Stores
■ Category killers■ Low Price and Service■ Wholesaling to
Business Customers and Retailing to Consumers
■ Incredible GrowthBass Pro Shops
2-16
Category Specialists: Home Improvement Centers
Home Depot and Lowes act as both:
Retailer and Wholesaler
Consumer Business
2-17
Issues in Extreme Value Retailing
■ Focuses on Lower Income Consumers■ Names mostly imply good value not $1 price points■ Low Cost Location■ Limited Services■ One of the Fastest Growing Retail Segments
Dollar Tree Family DollarDollar General 99 Cents Only Store
2-18
Off-Price Retailers
■ Close-out retailers■ Offer an inconsistent assortment of brand name
merchandise at low pricesTJX companies (T.J. Maxx, Marshalls. HomeGoods)Ross Stores, Burlington Coat factory, Big Lots, Tuesday
Morning
2-19
Types of Non-store Retailers
2-20
What are Amazon and eBay?
■ http://www.Amazon.com – Merchandise to consumers. Provides website development and fulfillment services to other retailers
■ eBay – Acts as a mall or other shopping center providing a “place” for buyers and sellers to meet
Don Farrall/Getty Images
2-21
Issues in Catalog Retailing
■ Low Start Up Cost■ Evolution of Multi-Channel Offering■ Hard to compete with large well established firms■ Increasing Mail Costs■ Clutter from other Catalogs■ General merchandise catalogs like JC Penney■ Specialty Catalogs like Victoria Secret
2-22
Issues in Direct Selling
■ Completely bypasses retailers and wholesalers Manufacturers set up their own channels to sell their products
directly to consumers
■ Party plan system: merchandise is demonstrated in a party atmosphere
■ Multi-level network: Master distributors sell to distributors who sell merchandise
■ Pyramid schemes: Firm sells to other distributors and little if any merchandise goes to end users
2-23
Issues in Television Home Shopping
■ Consumers watch cable stations, infomercials or direct response ads
■ Few consumers watch regularly■ Most purchases made by small proportion of viewers■ Customers can’t examine merchandise■ Customers must wait for merchandise to come on■ Sells predominately jewelry, apparel, cosmetics,
kitchenware, and exercise equipment
2-24
Issues in Vending Machine Retailing
■ Automatic Merchandising About $25 billion worth of convenience goods are sold to
Americans through 4.7 million vending machines■ Sales growth has been declining due to higher prices and
healthier eating habits■ New technology may help sales growth■ Trend of placing machines in captive consumer locations
2-25
Merchandise/Service Continuum
2-26
Services vs. Merchandise Retailers
■ Intangibility Problems in Evaluating Service Quality Performance of Service Provider
■ Simultaneous Production and Delivery Importance of Service Provider
■ Perishability No Inventory, Must Fill Capacity
■ Inconsistency of the Offering Importance of HR Management
2-27
Types of Retail Ownership
(c) Brand X Pictures/PunchStock
■ Independent, Single Store Establishments
Wholesale-sponsored voluntary group
■ Corporate Retail Chains■ Franchises
2-28
Franchisor Advantages/Disadvantages
Advantages
Rapid expansion, highly motivated franchisees do a good job, additional profits by selling franchisees products and services.
Disadvantages
Company-owned units may be more profitable, less control then independent retailers over advertising, pricing, personnel practices, etc.
2-29
Franchisee Advantages/Disadvantages
Advantages
Established/proven product/service, business and technical assistance, and reduction in risk.
Disadvantages
Loss of control since only semi-independent, franchisee outlets may compete with corporate-owned outlets, and high royalties, fees, costs on equipment, supplies, merchandise, rental/lease rates and mandatory participation in promotional and support services.