Attention, Retailers ! How Convenient is Your Convenience Strategy ?  

Oleh:

Berry, Leonard L. ; Seiders, Kathleen ; Gresham, Larry G.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Sloan: Management Review vol. 41 no. 3 (2000), page 79-90.
Topik: strategy; attention; retailers; convenient; convenience; strategy

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS27.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Many retailers proudly declare their commitment to customer convenience. However, few define convenience from the customer's point of view or systematically craft a convenience strategy. Confronting more retail options than ever, customers value speed and ease at every stage of the retail transaction. Pressed for time, they place a premium on such store features as one - stop shopping, clearly marked aisles, in - stock merchandise, clearly presented pricing, sufficient staffing, efficient checkouts, expanded hours, and easy returns. The retailer that meets these needs and spares its customers needless delays wins their loyalty and outperforms the competition. Some high - performing retailers demonstrate genuine respect for customers' time and effort by viewing the retail experience as an integrated whole consisting of distinct but related parts. These stores enhance the convenience of their market offerings in four main ways : by ensuring that the store's services and products are easy to reach, by enabling customers to speedily identify and select the products they want, by making it easy for customers to obtain desired products, and by expediting the purchase and return of products.

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