On store format, category space allocation, and opportunities for micromarketing
Faculty of Applied Economics
Antwerp :UA, 2002
Research paper / Faculty of Applied Economics UFSIA-RUCA ; 2002:36
University of Antwerp
This paper examines the impact of store format on the benefits that retailers can obtain from micromarketing strategies. Retail chains adopting a micromarketing strategy, tailor their marketing mix to the characteristics of the local market in which each store outlet operates. The present research spells out the conditions for micromarketing to be beneficial, and how these benefits depend on store format. It also indicates how the pattern of adjustments to local conditions differs between formats. The research concentrates on the comparison of two store formats (super versus hypermarkets) in a grocery shopping context, and studies the impact of location-specific allocation of store space to categories as a case in point. The outcomes of the study have conceptual as well as managerial relevance, and may prove particularly useful for multi-format retailers.