The three shopping currencies
Date
2012
Authors
Sorensen, H.
Editors
Ståhlberg, M.
Maila, V.
Maila, V.
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Book chapter
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Source details - Title: Shopper marketing: how to increase purchase decisions at the point of sale, 2012 / Ståhlberg, M., Maila, V. (ed./s), Ch.9, pp.51-64
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Abstract
Retailing is all about bringing people together with the things they want and need. It has always been at the cutting edge of social evolution – and always will be. To really understand retailing, it is helpful to think of it in relationship terms. That is, to think in terms of the variety of relationships that most seriously impact on retail. These are illustrated in Figure 9.1.
For much of retail, the dominant relationship driving the practice is that between the retailer and the product suppliers. This is especially true in a self service world where the retailer’s primary responsibility is (1) to provide a store (2) stocked with merchandise, and the primary responsibility of the supplier is just that – to supply the merchandise with which the store is stocked. This leaves the self-service customers to self-build their own relationships, primarily with the store and the product within, the retailer and supplier being remote parties of little interest to or involvement with the customer. Glen Terbeek captured the essence of these relationships in The Agentry Agenda (Figure 9.2 ).
This is the stark reality that drives a good deal of retailing. Retailers and suppliers do seek to have a relationship with shoppers, but their own mutual relationship tends to cause those with the shoppers to pale into insignificance, and to remain somewhat distant, by comparison. This is the reality of self-service retail.
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Copyright 2012 consultant editors and individual contributors