Abstract:

These trends have led retailers to assume more of the marketing functions previously undertaken by manufacturers. Retailers are encouraging store rather than brand loyalty through promotional and media expenditure, through own label brands and through shopper incentives such as trading stamps. Above all retailers are beginning to market themselves to promote a corporate identity to distinguish themselves from the competition, so as to persuade shoppers to use their stores rather than any other. Management decisions historically based on the business flair, expertise and judgment which have been so prevalent in European retailing are gradually being supplemented by a recognised marketing function in many firms. This function can be defined as 'reconciling what shoppers want with what the retailer can sell at a profit’.