Handbook of Research on Retailing
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Handbook of Research on Retailing

Edited by Katrijn Gielens and Els Gijsbrechts

The advent of e-commerce and the rise of hard discounters have put severe pressure on traditional retail chains. Boundaries are blurring: traditional brick & mortar players are expanding their online operations and/or setting up their own discount banners, while the power houses of online retail are going physical, and hard discounters get caught up in the Wheel of Retailing. Even successful companies cannot sit back and rest, but need to prepare for the next wave of change. In the face of this complexity, it is all the more important to take stock of current knowledge, based on insights and experience from leading scholars in the field. What do we know from extant studies, and what are the ensuing best practices? What evolutions are ahead, and will current recipes still work in the future? This Handbook sheds light on these issues.
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Chapter 15: Retail store format decisions

Óscar González-Benito, Mercedes Martos-Partal and Álvaro Garrido-Morgado


Store formats distinguish types of stores. From a demand perspective, they can be defined as broad, competing store profiles that provide benefits to match the needs of different types of consumers in varied shopping situations. This chapter reviews the competitive role of store formats and their implications for retail marketing strategy. The core challenge for research into store formats is gaining a better understanding of the role of store formats in the competitive structure, including the match between the available portfolio of store formats and the heterogeneity of consumers’ shopping needs and benefits sought. By providing insights into these issues, the chapter can help retailers to configure store format portfolios, manage store formats to deal with changes in the competitive environment, configure a retail marketing plan that is congruent with existing store formats, and manage growth through new store formats or through the adaptation of current formats to new markets.

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