Retail Strategy & Marketing
Summary by Beaudine van den Berg
1
,Table of contents
Introduction & Retail Rollercoaster 3
Concept of retail 3
Changing function of retail 5
Retail models & SWOT 8
Strategic & Tactical Retail marketing process 8
Strategic & Tactical Retail marketing process 11
Market segmentation and Target group 13
Branding and Positioning 14
Channel and Format Strategy 14
Competitor Analysis 17
Porter matrix 17
No compromise gamer - Smeets 18
Customer relevancy model 18
Store Compas 18
Performance mapping 19
NPS and NLS 19
Internal Analysis 20
Concept of Sales 20
Retail monitor formule 20
Customer segmentation 20
Internal analysis & Lost sales 20
ADM 20
Goldmine analysis 20
Fair share analysis 20
Profitability (Trinity Model) 20
From Analysis to tactics 20
Assortment 20
Price 20
Communication 20
Presentation 20
Personell 20
2
, 1. Introduction & Retail Rollercoaster
1.1. Concept of retail
“Retail is all activities that companies and organization engage in that focus on the direct
delivery of goods, services, and information through all available channels to consumers,
where the goods and services are paid out of the net income of consumer”
Retail spending:
- Consumer services
- Goods
- Information
Direct sales:
Is when a manufacturer sells a product directly to customers without an intermediary
Forms of retail :
- Online retail
- Market trade
- Door to Door Sales
- Houseparties
Business Chain
Direct retail environment
Summary by Beaudine van den Berg
1
,Table of contents
Introduction & Retail Rollercoaster 3
Concept of retail 3
Changing function of retail 5
Retail models & SWOT 8
Strategic & Tactical Retail marketing process 8
Strategic & Tactical Retail marketing process 11
Market segmentation and Target group 13
Branding and Positioning 14
Channel and Format Strategy 14
Competitor Analysis 17
Porter matrix 17
No compromise gamer - Smeets 18
Customer relevancy model 18
Store Compas 18
Performance mapping 19
NPS and NLS 19
Internal Analysis 20
Concept of Sales 20
Retail monitor formule 20
Customer segmentation 20
Internal analysis & Lost sales 20
ADM 20
Goldmine analysis 20
Fair share analysis 20
Profitability (Trinity Model) 20
From Analysis to tactics 20
Assortment 20
Price 20
Communication 20
Presentation 20
Personell 20
2
, 1. Introduction & Retail Rollercoaster
1.1. Concept of retail
“Retail is all activities that companies and organization engage in that focus on the direct
delivery of goods, services, and information through all available channels to consumers,
where the goods and services are paid out of the net income of consumer”
Retail spending:
- Consumer services
- Goods
- Information
Direct sales:
Is when a manufacturer sells a product directly to customers without an intermediary
Forms of retail :
- Online retail
- Market trade
- Door to Door Sales
- Houseparties
Business Chain
Direct retail environment
