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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Retail Marketing Strategy Development
verfasst von : A. Coskun Samli
Erschienen in: Coping with Retail Giants
Verlag: Palgrave Macmillan US
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Aretail establishment must have certain features that distinguish it from others. Those features will enable consumers to identify it and be attracted to it. At the same time, these distinguishing features should dissuade consumers from patronizing other retail establishments for the same products or services. The unique and distinguishing characteristics of the particular store must be appealing to prospective customers. This means the unique characteristics of the retail establishment must be congruent with what its customers would like to buy. That is the winning strategy in retailing, which is coined “differential congruence” (Samli 2004).