BU352 Chapter Notes - Chapter 13: Loyalty Program, Shoppers Drug Mart, Warehouse Club
Document Summary
Sits at the end of the supply chain, where marketing meets the consumer. As long as they sell to consumers for personal use, they are considered retailers, regardless of how low prices are. There are 4 factors manufacturers consider when developing strategies for working with retailers: choosing retail partners, identifying types of retailers, creating a retail strategy, and exploring a multi channel strategy. Customer expectations: where would customers expect to find your product. General merchandise retailers: discount store: offers a broad variety of merchandise, limited services and low prices (wal-mart, zellers, specialty stores: concentrates on a limited number of complementary merchandise categories in a relatively small store (payless shoes, Sephora: category specialist: offers a narrow variety but a deep assortment of merchandise (chapters, rona) Earn low margin on prescription drugs, try to make up through non-pharmaceutical products: off-price retailers: a type of retailer that offers an inconsistent assortment of merchandise at relatively low prices (winners, home.
