Chapter 14 Reframing Retail Strategy. Reframing Retail Strategy. Major drawback of traditional retail thought … Retailing ≈ Merchandising ≈ Goods (Tangible Offerings) One “constant” of retail success: Improvement in “choice” increases customer satisfaction
Reframing Retail Strategy
Traditional Services Mktg.
Goods are also IHIP:
Heterogeneous from the customer’s perspective b/c each uses & experiences differently & uniquely
Inseparable b/c there’s no value until they are used, and in use, one co-creates value with the producer simultaneously
EG – An iPad’s value is Apple’s service provided when you use so location is separate, but not the service provision
Perishable b/c of obsolescence, recycling, sharing, etc.
Services need not perish if viewed from the customer’s experience
Education doesn’t perish (hopefully)