November 2015
Beginner to intermediate
296 pages
8h 12m
English
Content preview from Retail Marketing StrategyBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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05
The future of the hypermarket channel
This book started by emphasizing the importance of having a better understanding of the emotions of shoppers. Once these emotions are understood, retailers should engage with shoppers continuously to understand where to drive their organization and where to invest. One of the investment decisions to be made is the type of channel the retailer wants to use to service shoppers. This decision requires a great deal of capital, and therefore has a long-term impact on the retail organization. The hypermarket channel is one instance where some retailers have failed to connect with shoppers after a number of years and noticed too late that shoppers had started to shift their preferences to other ...
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