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Note on Retail Formats
Every retailer faces competition, either directly or indirectly. This note examines how a retailer can systematically conceptualize and analyze his or her competition in order to make better retail marketing decisions. The two key topic areas are retail formats (a way to classify retail competitors) and competitive analysis. Every retailer needs to find some reason why customers should buy from him or her rather than from a competitor - in short, a competitive advantage. Gaining competitive advantage requires not only customer understanding, but also competitive understanding. -
Note on Retail Value Proposition
The retail value proposition (RVP) is the package of benefits, the value offering, that a retailer delivers to its customers. In other words, the RVP is what the retailer offers to customers in exchange for their money, time, effort and loyalty. One way to think about RVP is to equate it to the retail brand or identity, that is, what the retailer stands for in the marketplace. This note describes a way of thinking about how all retailers differentiate themselves from one another on their customer value propositions.