Retail Marketing Strategy
IN THIS SUMMARY
In the 20th century, retailers generally prospered if they were efficient with in-store execution (e.g., keeping the shelves stocked) and organizational development (finding the best resources). But retailers must update their strategies for the 21st century in order to compete and create happy, satisfied customers. For example, they must be proficient at understanding their customers, operating in several channels, and making fact-driven decisions. In Retail Marketing Strategy, Constant Berkhout examines how retailers can provide the shopper-driven experience customers now demand. He asserts that retailers who understand their customers and make them happy by delivering the products and services they desire will achieve success.