A retailer's / shopping centre's objective at the information search stage is to limit the search
to his store / shopping centre.
Purpose
IRIS EquityIntel! gives a holistic "equity" of the "retail brand" keeping all the retailing mix
elements in mind. It is important to consider the retail mix since this constitutes advocacy and
equity and thus is directly related to footfalls.
Process
Retailer Equity, we believe, is measured with respect to the retail mix and brand dynamism.
This comprises of..
To Deliver
A segmented and positioned retailer brand / shopping centre with well identified
competitive advantages - Loyalty, location, unique merchandise .
. The seven most frequently used
opportunities to develop
sustainable competitive
advantages are customer loyalty,
location, human resources
management, distribution and
information systems, unique
merchandise, vendor relations
and customer service. Modern
retailing is a mix of all these
elements.
. Modern retail gives you the
opportunity to utilize all the
senses of visual, auditory, touch,
smell and taste as it allows the
shoppers to interact with the
products pre-purchase.
. Chico's (a specialty store)
apparel flatters more mature
women with active lifestyles;
Curve's (a fitness club) targets
baby boomers living in small
towns; the Container store sells
products to help organize their
lives.
. Experiences of retailers such as
Carrefour and ALDI has shown
that customers are willing to
forgo service for a lower price.
