Evolution of positioning concept in retail entities

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Presentation transcript:

Evolution of positioning concept in retail entities Online stores Clear definition of store formats Online stores Offline stores Offline stores Offline stores Mixed formats: - e.g. discount supermarkets - Lack of clear discounters due to customers expectations - Growing importance of private label Multipositioning Multiformats Development of store chains Mulitiformats Internationalization Criteria of positioning: - All in 70s and 80s, but also Deeper consumers segmentation Access to technology which decreased physical distance - Image positioning Single store formats Criteria of positioning: -Price -Location -Assortment - Quality -Conveniens - Facilities - Communications Changes in communication with customers: Online – 24/7, store mobile applications Instore Growing importance of TV and radio commercials double context of communication– image positioning and atribute positioning 2010s 1970s 1980s 1990s 2000s