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Differentiation by design: the importance of design in retailer repositioning and differentiation

Differentiation by design: the importance of design in retailer repositioning and differentiation The importance of design as a composite in the strategic mix is often undervalued or ignored by retailers, yet it may present a significant competitive tool by which small/medium‐sized retailers can compete more effectively. Considers the significance of design factors to customers in influencing their perception of and satisfaction with a retail chain, and how recognition of these factors might serve to address differences in perception between the company and its customers and communicate a holistic message to those customers. Concludes that the holistic nature of design and its informed status could serve to achieve a more coherent offer to the customer, which takes cognisance of customer feedback, the competitive environment and the skills and resources available to the organisation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Differentiation by design: the importance of design in retailer repositioning and differentiation

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559910258571
Publisher site
See Article on Publisher Site

Abstract

The importance of design as a composite in the strategic mix is often undervalued or ignored by retailers, yet it may present a significant competitive tool by which small/medium‐sized retailers can compete more effectively. Considers the significance of design factors to customers in influencing their perception of and satisfaction with a retail chain, and how recognition of these factors might serve to address differences in perception between the company and its customers and communicate a holistic message to those customers. Concludes that the holistic nature of design and its informed status could serve to achieve a more coherent offer to the customer, which takes cognisance of customer feedback, the competitive environment and the skills and resources available to the organisation.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Mar 1, 1999

Keywords: Communications; Differentiation; Perceptions; Retailing; Small to‐medium‐sized enterprises; Strategic planning

References