7.14 : 零售策略

Retail strategy is a comprehensive plan developed by retailers to meet business objectives, effectively serve the target market, and achieve financial success.

Based on the six Ps-framework, it emphasizes effective retail management through product, price, place, promotion, people, and presentation decisions.

A retailer's product or service assortment involves decisions about the product range, quality, features, and branding to meet customer preferences.

The pricing strategy involves setting competitive and profitable prices based on cost, the value offered, market conditions, and the customer's perceived value.

Place involves strategically locating stores or online platforms for optimal distribution and reach.

Promotion includes advertising, sales promotions, public relations, and marketing efforts to build brand awareness, attract customers, and drive sales.

People, referring to employees, are crucial in influencing customer service and the overall shopping experience. Recruiting, training, and empowering staff impact the success of the retail strategy.

Finally, the presentation, or the physical environment, includes a well-designed store layout, attractive displays, and a pleasant shopping atmosphere.

It enhances the overall retail strategy by fostering a positive customer experience.