13. Retailing & wholesaling
Type Lecture
Completed
Prac
Benjy notes
what is retailing
retailing includes all activities to sell products or services to final consumers for their
personal, non business use
retailer
marketing name for shop or store
online, offline, both
FMOT - ZMOT
‘First Moment Of Truth’
crucial moment where the consumer makes the purchasing moment
‘Zero Moment Of Truth’
moment when you research a product to buy
Omni-Channel retailing
types of retailers
which category of stores exist (depends on perspective)
Based on service (intensity)
self service (lowest) ———> Limited service (middle) ———> Full Service
No help needed you can ask for help people will help
Normal stores footlocker Luxury stores
Based on product line
Based on width and depth
Width: Number of product lines
Depth: Number of versions of shoes
Length: Total number of products/items
guitar center
13. Retailing & wholesaling 1
, Width: narrow
Depth: Deep
Consistency: High
Length:
Hema
Width: Broad
Depth: Shallow
Consistency: low
Length: Long
specialty store
narrow product line, deep assortment within
Supermarkets
Broad/wide assortment
Convenience store
Limited assortment : narrow and shallow
Superstore
Category Killers
Large assortment : Narrow and deep
Service retailer
Based on Price
Discount store
sell standard merch at lower price
Off price retailer
Sells manufacturer brands at less-than-regular prices
Idependents
Based on Organisational form
Corporate Chain
Multiple stores that are commonly owned and controlled
voluntary chains &
13. Retailing & wholesaling 2
Type Lecture
Completed
Prac
Benjy notes
what is retailing
retailing includes all activities to sell products or services to final consumers for their
personal, non business use
retailer
marketing name for shop or store
online, offline, both
FMOT - ZMOT
‘First Moment Of Truth’
crucial moment where the consumer makes the purchasing moment
‘Zero Moment Of Truth’
moment when you research a product to buy
Omni-Channel retailing
types of retailers
which category of stores exist (depends on perspective)
Based on service (intensity)
self service (lowest) ———> Limited service (middle) ———> Full Service
No help needed you can ask for help people will help
Normal stores footlocker Luxury stores
Based on product line
Based on width and depth
Width: Number of product lines
Depth: Number of versions of shoes
Length: Total number of products/items
guitar center
13. Retailing & wholesaling 1
, Width: narrow
Depth: Deep
Consistency: High
Length:
Hema
Width: Broad
Depth: Shallow
Consistency: low
Length: Long
specialty store
narrow product line, deep assortment within
Supermarkets
Broad/wide assortment
Convenience store
Limited assortment : narrow and shallow
Superstore
Category Killers
Large assortment : Narrow and deep
Service retailer
Based on Price
Discount store
sell standard merch at lower price
Off price retailer
Sells manufacturer brands at less-than-regular prices
Idependents
Based on Organisational form
Corporate Chain
Multiple stores that are commonly owned and controlled
voluntary chains &
13. Retailing & wholesaling 2
