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Shifting the balance of retail power

Marketing (London), 2011-03, p.28

Copyright Haymarket Business Publications Ltd. Mar 30, 2011 ;ISSN: 0025-3650 ;CODEN: MARKBC

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  • Title:
    Shifting the balance of retail power
  • Author: Mitchell, Alan
  • Subjects: Costs ; Electronic commerce ; Market strategy ; Marketing ; Retail stores ; Retailing industry ; Shopping
  • Is Part Of: Marketing (London), 2011-03, p.28
  • Description: In retailing, one thing led to another, which led to another. Moreover, retailers who rode these waves of consequence with aplomb came to dominate, reaping all the benefits of increasing returns. For example, the more footfall and sales they attracted, the better their bargaining power with suppliers, and the more able they were to beat competitors on price and maintain good margins. The single uniting factor of this evolutionary trajectory is shopper economics. Shopper economics has two ingredients: the price and value/quality of the product being purchased (a sine qua non); and the costs/benefits of the shopping process itself. In other words, retailing has evolved the way it has not because of the power and influence of retailers over shopper behavior, but because of the influence of shopper economics over retail strategies. It also explains the evolution of online shopping.
  • Publisher: London: Haymarket Business Publications Ltd
  • Language: English
  • Identifier: ISSN: 0025-3650
    CODEN: MARKBC
  • Source: ProQuest Central
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