Retailers Forum May 2021 EMAG

FORUM WORKSHOP
forumworkshop
By default, your store is the consumer’s sounding
board when she has complaints or praise
for a product. To the shopper, you’re accountable
for any purchase made in the store. A
poor-quality product may be the manufacturer’s
fault, but it’s your problem until that
customer is satisfied.
A STORE FOR EVERY SHOPPER
What does it take to ensure
customer satisfaction? There
as as many answers as there
are shoppers. That’s why our
marketplace supports such a
wide variety of stores. Each is
developed around a distinct
retail concept that caters to a
particular group of shoppers.
Discount stores emphasize price over customer
service. “Hypermarkets” and warehouse clubs
take this approach to the extreme. Pallets filled
with products is about as far as these stores go
in the service category.
In department stores, there’s more attention
paid to the needs of the individual shopper.
They market goods by category in departments
staffed by employees well versed in the products.
Take the department out of the department
store, add breadth to its selection and service,
give it a catchy name, and you’ve got a specialty
store. Specialty stores concentrate on a niche of
the market, a select class of products thoroughly
understood by the staff. For you, the trick is to
take this concept as far as possible.
continued...
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RETAILERS FORUM MAGAZINE | MAY 2021 Page 75