Since no retailer can satisfy every customer, retailers implicitly decide which customers will be delighted and which will probably result to leave the store unsatisfied.
The real fact is that no retailer can be everything to every customer and by making conditions like strategic decisions which are related to targeting, segmentation, as well as retailing mix in which the retailers implicitly help in deciding which customers shall be delighted and whomever, will have to probably leave the store unsatisfied.
The strategy of retail marketing has analyzed the alternative routes to retail and the growth of the industry. Despite the strong interest included in retail marketing, there does not exist any consensus in the literature on what constitutes retail marketing strategy for the satisfaction of customers and loyalty as well as whether it affects the retailing performance of the company. Retailers need to devote more consideration to the long-term strategic plan to cope effectively with the growing intensity of retail competition including shifts in customer needs.
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