Retail Communities

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Retail Communities

Customer-Driven Retailing

Authored by Don E. Schultz Ph.D., Martin P. Block Ph. D., BIGresearch .

Retailing has been around as long as exchanges have existed. One person has something others want. Yet, modern day retailing has seen little innovation in the critical triangle of manufacturers, retailers and consumers. Each group has proceeded along separate pathways-all intent on achieving individual goals.

Until today! Interactive digital technologies have created new communities of customers-communities that demand radically different views, approaches and methodologies.

RETAIL COMMUNITIES presents a unique view of how customers, retailers and manufacturers interact in the digital marketplace. By combining BIGresearch's SIMM®, CIA and Shopper MindSet consumer data sources, the authors have created consumer segments at the retail and manufacturer levels with both out-of-store and in-store views. Using 31 out-of-store and 23 in-store promotional categories, the "retail communities" idea enables all marketers on all levels to understand, plan and allocate promotional funds in what is called the "Retail Theater."

Truly, in the customer community arena, the retailer becomes another media form to be included in any product marketing program.

Publication Date:
0981941540 / 9780981941547
Page Count:
Binding Type:
US Trade Paper
Trim Size:
6" x 9"
Black and White
Related Categories:
Business & Economics / Advertising & Promotion

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