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Building and Sustaining Relationships in Retailing: Retail Management: A Strategic Approach
Building and Sustaining Relationships in Retailing: Retail Management: A Strategic Approach
RETAIL
MANAGEMENT:
A STRATEGIC
APPROACH,
9th Edition
BERMAN EVANS
Chapter Objectives
To explain what “value” really means
and highlight its pivotal role in retailers’
building and sustaining relationships
To describe how both customer
relationships and channel relationships
may be nurtured in today’s highly
competitive marketplace
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Chapter Objectives_2
To examine the differences in
relationship building between goods and
services retailers
To discuss the impact of technology on
relationships in retailing
To consider the interplay between
retailers’ ethical performance and
relationships in retailing
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What is Value?
The bottom line:
Consumers will demand more for less
from the shopping experience
They will spend less time shopping
They will split the commodity-shopping
trip from the value-added shopping trip
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What is Value?
Channel Perspective: Customer Perspective
Value is a series of Value is the
activities and perception that the
processes - the value shopper has of the
chain - that provides value chain
a certain value for the It is the view of all the
consumer benefits from a
purchase versus the
price paid.
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Figure 2.1 Kroger Providing Extra
Value for Customers
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Retail Value Chain
Represents the total bundle of benefits
offered to consumers through a channel
of distribution
– Store location and parking, retailer
ambience, customer service,
brands/products carried, product
quality, retailer’s in-stock position,
shipping, prices, image, and other
elements
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3 Aspects of Value-Oriented
Retail Strategy
Expected
Augmented
Potential
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Potential Pitfalls to Avoid in Planning
a Value-Oriented Retail Strategy
• Planning value with just a price perspective
• Providing value-enhanced services that
customers do not want or will not pay extra
for
• Competing in the wrong value/price segment
• Believing augmented elements alone create
value
• Paying lip service to customer service
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Figure 2.2 A Value-Oriented
Retailing Checklist
Is value defined from a consumer Is the retailer’s value-oriented
perspective? approach effectively communicated
Does the retailer have a clear value/ to the target market?
price point? Can the target market clearly
Is the retailer’s value position identify the retailer’s positioning
competitively defensible? strategy?
Are channel partners capable of Does the retailer’s positioning
delivering value-enhancing services? strategy consider trade-offs in sales
Does the retailer distinguish between versus profits?
expected and augmented value chain Does the retailer set customer
elements? satisfaction goals?
Has the retailer identified meaningful Does the retailer periodically
potential value chain elements? measure customer satisfaction
Is the retailer’s value-oriented levels?
approach aimed at a distinct market Is the retailer careful to avoid the
segment? pitfalls in value-oriented retailing?
Is the retailer’s value-oriented Is the retailer always looking out for
approach consistent? new opportunities that will create
customer value?
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Figure 2.3 Places to Bring the
Care Back to Health Care
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Customer Service
• Expected customer • Augmented
service is the customer service
service level that includes the
customers want to activities that
receive from any enhance the
retailer such as shopping experience
basic employee and give retailers a
courtesy competitive
advantage
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Figure 2.4 Classifying Customer
Services
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Fundamental Decisions
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Fundamental Decisions_2
Should customer services be free?
How can a retailer measure the benefits of
providing customer services against their
costs?
How can customer services be terminated?
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Figure 2.5 Augmented Services:
Going Above and Beyond
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Table 2.1 Typical Customer
Services
Credit Gift certificates
Delivery Trade-ins
Alterations/ Trial purchases
Installations Special sales
Packaging/ gift Extended store hours
wrapping Mail and phone
Complaints/ Return orders
handling
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Table 2.1 Miscellaneous
Customer Services
Bridal registry Restrooms
Interior designers Restaurants
Personal shoppers Baby-sitting
Ticket outlets Fitting rooms
Parking Beauty salons
Water fountains Fur storage
Pay phones Shopping bags
Baby strollers Information
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Figure 2.6 Turning Around Weak
Customer Service
Focus on Empower Front-Line
Customer Concerns Employees
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Principles of Category Management
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Figure 2.7 Elements Contributing to
Effective Channel Relationships
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3 Kinds of Service Retailing
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Four Characteristics of
Services Retailing
Intangibility
Inseparability
Perishability
Variability
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Figure 2.8a Characteristics of
Service Retailing
Intangibility
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Figure 2.8b Characteristics of
Service Retailing
Inseparability
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Figure 2.8c Characteristics of
Service Retailing
Perishability
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Figure 2.8d Characteristics of
Service Retailing
Variability
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Figure 2.9 Selected Factors Affecting
Consumer Perceptions of Service Retailing
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Figure 2.10 A Self-Checkout Station
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Consumer Advantages to
Self-Checkout
Shorter lines
Increased speed
Privacy
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Figure 2.11 Eddie Bauer: Strong
Ethical Sensibilities
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Figure 2.12 Understanding the
Americans with Disabilities Act
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Figure 2.13 Voluntary
Product Testing at Target Stores
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Figure A2.1 Lessons in
Service Retailing
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