Success Factors In Non-store Retailing

SUCCESS NON-STORE EXPLORING

FACTORS

IN

RETAILING: THE

GREAT

VICTORIA L. CRITTENDEN & ELIZABETH J. WILSON. (JOURNAL OF STRATEGIC MARKETING (2002)

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Saurabh Shekhar 07bs3884

IBS Hyderabad

MERCHANTS FRAMEWORK

OBJECTIVE explore a relatively new framework of retailing success, GMF; within the context of non store retailing, in particular direct selling.

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 to

 to

examine the GMF as a tool for measuring retail success. 2

NON-STORE RETAILING IBS Hyderabad

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DIRECT SELLING AS NON-STORE RETAILING

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• Person to Person • Party Plans • Multilevel (network) marketing 4

DIRECT SELLING  Unlike

 particularly

effective products/services with selling elasticity.

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direct marketing approaches, direct selling involves the consumer in „seeing and feeling‟ what they are buying. strategy for high personal

 useful

in sales situations where personal attention to customer desires and individual differences is critical.

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LARGE DIRECT SELLING RETAILERS

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THE GREAT MERCHANTS FRAMEWORK Miller and Merrilees (2000):





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

Criterion 1: clear market positioning or a clear retail strategy (in general). Criterion 2: distinct periods of expansion or modernization. Criterion 3: operational management of the retail mix.

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THE GREAT MERCHANTS FRAMEWORK

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THE GREAT MERCHANTS FRAMEWORK  identifies

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components of retail success and offers a process for exploration

 the

process associated with analyzing retail success in light of the GMF requires a historiographic analysis.

 the

authors provided scant detail about these factors other than their identification.

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ALCAS CORPORATION: GMF Subject & Source

implications

Chronology

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reevaluate

Critical decisions

Road(S) not taken “fit” with the GMF

10 Operation & retail mix

ALCAS CORPORATION: SUCCESS FACTORS  diversifying

limits.

market strategy.

positioning

within clearly defined

in

its

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 clear

the product

distribution

 flexibility

in retail strategy pertain to expansion efforts internationally.

 offering

a superior product line and a „forever guarantee‟ on all items sold. 11

CONCLUSIONS as an interesting and useful tool for retailing theorists and practitioners alike.

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 GMF

 for

diagnosing and understanding where they are and how they might change in order to achieve increased levels of success. 12

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THANK YOU!

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