Abstract:

In recent years Britain has experienced a lengthy period of recession and depressed consumer demand. The successful retail organisations have sought further efficiencies in their distribution, operations, stock-holding policies and marketing to customers in order to compete profitability in this environment. Woolworths, one of Britain's leading retailers, has undergone a period of radical change resulting in a rationalisation of stores and ranges and a refocusing of the business on core merchandise areas. This paper illustrates how continuous and ad hoc research programmes have assisted the company in developing clear customer propositions which meet the needs of shoppers and satisfy business objectives.