Part 2

1841 days ago, 613 views
PowerPoint PPT Presentation
Wedding registry. Inside creators. Individual customers. Ticket outlets ... Excellence salons. Hide stockpiling. Shopping packs. Data. 2-19. Figure 2.6 Turning Around Weak ...

Presentation Transcript

Slide 1

´╗┐Part 2 RETAIL MANAGEMENT: A STRATEGIC APPROACH, ninth Edition Building and Sustaining Relationships in Retailing BERMAN EVANS

Slide 2

Chapter Objectives To clarify what "esteem" truly means and highlight its essential part in retailers' building and supporting connections To depict how both client connections and channel connections might be sustained in today's exceptionally aggressive commercial center

Slide 3

Chapter Objectives_2 To look at the distinctions in relationship working amongst merchandise and enterprises retailers To talk about the effect of innovation on connections in retailing To consider the interchange between retailers' moral execution and connections in retailing

Slide 4

What is Value? All that really matters: Consumers will request more for less from the shopping knowledge They will invest less energy shopping They will part the product shopping trip from the esteem included shopping trip

Slide 5

Channel Perspective: Value is a progression of exercises and procedures - the esteem chain - that gives a specific esteem to the buyer Customer Perspective Value is the observation that the customer has of the esteem chain It is the perspective of the considerable number of advantages from a buy versus the cost paid. What is Value?

Slide 6

Figure 2.1 Kroger Providing Extra Value for Customers

Slide 7

Retail Value Chain Represents the aggregate heap of advantages offered to purchasers through a channel of conveyance Store area and stopping, retailer feeling, client benefit, brands/items conveyed, item quality, retailer's in-stock position, shipping, costs, picture, and different components

Slide 8

3 Aspects of Value-Oriented Retail Strategy Expected Augmented Potential

Slide 9

Potential Pitfalls to Avoid in Planning a Value-Oriented Retail Strategy Planning esteem with only a value viewpoint Providing esteem improved administrations that clients don't need or won't pay additional for Competing in the wrong esteem/value fragment Believing expanded components alone make esteem Paying lip administration to client benefit

Slide 10

Is esteem characterized from a buyer point of view? Does the retailer have an unmistakable esteem/value point? Is the retailer's esteem position aggressively faultless? Are channel accomplices fit for conveying esteem upgrading administrations? Does the retailer recognize expected and increased esteem chain components? Has the retailer recognized important potential esteem chain components? Is the retailer's esteem situated approach went for an unmistakable market section? Is the retailer's esteem situated approach steady? Is the retailer's esteem arranged approach successfully imparted to the objective market? Will the objective market unmistakably recognize the retailer's situating procedure? Does the retailer's situating technique consider exchange offs in deals versus benefits? Does the retailer set consumer loyalty objectives? Does the retailer intermittently measure consumer loyalty levels? Is the retailer cautious to maintain a strategic distance from the pitfalls in esteem situated retailing? Is the retailer continually paying special mind to new open doors that will make client esteem? Figure 2.2 A Value-Oriented Retailing Checklist

Slide 11

Figure 2.3 Places to Bring the Care Back to Health Care

Slide 12

Expected client administration is the administration level that clients need to get from any retailer, for example, essential representative affability Augmented client benefit incorporates the exercises that improve the shopping background and give retailers an upper hand Customer Service

Slide 13

Figure 2.4 Classifying Customer Services

Slide 14

Fundamental Decisions What client administrations are normal and what client administrations are increased for a specific retailer? What level of client administration is legitimate to supplement a company's picture? Ought to there be a decision of client administrations?

Slide 15

Fundamental Decisions_2 Should client administrations be free? By what means can a retailer measure the advantages of giving client administrations against their expenses? By what method can client administrations be ended?

Slide 16

Figure 2.5 Augmented Services: Going Above and Beyond

Slide 17

Credit Delivery Alterations/Installations Packaging/blessing wrapping Complaints/Return taking care of Gift testaments Trade-ins Trial buys Special deals Extended store hours Mail and telephone orders Table 2.1 Typical Customer Services

Slide 18

Bridal registry Interior creators Personal customers Ticket outlets Parking Water wellsprings Pay telephones Baby strollers Restrooms Restaurants Baby-sitting Fitting rooms Beauty salons Fur stockpiling Shopping sacks Information Table 2.1 Miscellaneous Customer Services

Slide 19

Figure 2.6 Turning Around Weak Customer Service Focus on Customer Concerns Empower Front-Line Employees Show That You Are Listening Express Sincere Understanding Apologize and Rectify the Situation

Slide 20

Principles of Category Management Retailers listen more to clients Profitability is enhanced on the grounds that stock matches request all the more nearly By being better engaged, every office is more attractive for customers Retail purchasers are given more duties and responsibility for class comes about Retailers and providers must share information and be more electronic Retailers and providers must arrangement together

Slide 21

Figure 2.7 Elements Contributing to Effective Channel Relationships

Slide 22

3 Kinds of Service Retailing Rented merchandise administrations Owned products administrations Nongoods administrations

Slide 23

Four Characteristics of Services Retailing Intangibility Inseparability Perishability Variability

Slide 24

Figure 2.8a Characteristics of Service Retailing Intangibility No patent security conceivable Difficult to show/impart benefit benefits Service costs hard to set Quality judgment is subjective Some administrations include exhibitions/encounters

Slide 25

Figure 2.8b Characteristics of Service Retailing Inseparability Consumer might be included in administration generation Centralized large scale manufacturing troublesome Consumer steadfastness may rest with workers

Slide 26

Figure 2.8c Characteristics of Service Retailing Perishability Services can't be stocked Effects of regularity can be extreme Planning representative calendars can be mind boggling

Slide 27

Figure 2.8d Characteristics of Service Retailing Variability Standardization and quality control hard to accomplish Services might be conveyed in areas out of hand of administration Customers may see changeability notwithstanding when it doesn't really happen

Slide 28

Figure 2.9 Selected Factors Affecting Consumer Perceptions of Service Retailing

Slide 29

Figure 2.10 A Self-Checkout Station

Slide 30

Consumer Advantages to Self-Checkout Shorter lines Increased speed Privacy

Slide 31

Figure 2.11 Eddie Bauer: Strong Ethical Sensibilities

Slide 32

Figure 2.12 Understanding the Americans with Disabilities Act

Slide 33

Figure 2.13 Voluntary Product Testing at Target Stores

Slide 34

Figure A2.1 Lessons in Service Retailing