1. 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