retailing

RETAILING : DEFINITION

AND TYPES

PEREZ Claire

NETO Cristina

SUMARY

1. Definition

2. Types

• General merchandising retailing

• Food retailing

• Non store Retailing

3. Issues in international retailing

DEFINITION

Retailing (according to Kotler):

All activities involved in selling goods or servicesdirectly to final consumers for their personal, nonbusinessuse.

Retailer :

Business whose sales come primarily from retailing.

GENERAL MERCHANDISING RETAILING

Retailers offering a narrowproduct line and wide assortment.

Ex : FNAC (Music products)

Zara (youth fashion)

Specialty Stores Specialized Markets

Markets that house storesspecializing in a particular productcategory.

Ex : Marché biologique des Batignolles

Spice market in Istanbul

Offer a broad variety of goodsand wide assortments.

Ex :

Department StoresGeneral merchandise

discount stores

GENERAL MERCHANDISING RETAILING

Sell high volumes of merchandise, charge lower prices and offerlimited service. They are 2 types :

All-purpose and

Category specialists

Sell brand name and designermerchandise at bellow regular retail prices. Overruns, irregular products, previousseasons´products.

Ex : La vallée village in France

Offer high-turnover, brand namegoods at discount prices.

Off price retailers Catalog showrooms

GENERAL MERCHANDISING RETAILING

Small residential retailers, open long hours and carry limited linesof higher-turnover necessities.

Self-service retailers with annualsales higher than 2million€ and less than 20. 000 square feet of store space.

Ex :

Combination stores (food and drug). Hypermarkets combine supermarket, discount and warehouse retailing.

Require members to pay or no and offer limited lines of brand namemerchandise at a substantial discount.

Ex :

Convenience store Super centre/Hyper market

FOOD RETAILING

Convenience supermarket Warehouse clubs

Increasingly popular and extent of use from country to country.

Interactive home shopping orelectronic retailing, increasecompany diversification.

Vending machines Internet retailing

NON-STORE RETAILING

Television home shopping

A venue for selling merchandising to consumersin their homes using cable channels.

Venues for selling merchandise toconsumers using catalog and other types of direct mail. Must be adapted to local market needsand practices.

Is a salesperson, typically anindependent distributor, contactsa consumer, demonstratesproduct use and benefits.

Catalog retailing Direct selling

NON-STORE RETAILING

Network Marketing

Is growing rapidly, especially in emerging markets.

ISSUES IN INTERNATIONAL RETAILING

Legislation and regulation

Taxation and cross border shopping

Consumer perspective variation

Salespeople and management