CHAPTER 40THE RETAIL INDUSTRY: Not Your Father’s Drugstore
Retailers are defined by the products they sell and the services they provide. Consumers head to the electronics store for a computer or Blu-ray DVD player. They do their weekly food shopping at a grocery store or mass merchandiser. For clothing, it’s typically the department store or specialty apparel store.
If a store’s focus is not clear, customers will not know why to shop there. To earn and keep customers’ loyalty, a store has to meet their expectations—and, more specifically, the customer’s needs for that particular shopping trip. Changing the mix of products or services carries the risk of confusing or ...
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