SUCCESS FACTORS IN

NON-STORE RETAILING:

EXPLORING THE GREAT

MERCHANTS FRAMEWORK

VICTORIA L. CRITTENDEN & ELIZABETH J. WILSON.

(JOURNAL OF STRATEGIC MARKETING (2002)

Saurabh Shekhar

07bs3884

1

IBS

Hyd

era

ba

d

OBJECTIVE

to explore a relatively new framework of

retailing success, GMF; within the context

of non store retailing, in particular direct

selling.

to examine the GMF as a tool for

measuring retail success.

2

IBS

Hyd

era

ba

d

NON-STORE RETAILING

3

IBS

Hyd

era

ba

d

DIRECT SELLING AS NON-STORE

RETAILING

• Person to Person

• Party Plans

• Multilevel (network) marketing

4

IBS

Hyd

era

ba

d

DIRECT SELLING

Unlike direct marketing approaches,direct selling involves the consumer in„seeing and feeling‟ what they are buying.

particularly effective strategy forproducts/services with high personalselling elasticity.

useful in sales situations where personalattention to customer desires andindividual differences is critical. 5

IBS

Hyd

era

ba

d

LARGE DIRECT SELLING RETAILERS

6

IBS

Hyd

era

ba

d

THE GREAT MERCHANTS FRAMEWORK

Miller and Merrilees (2000):

Criterion 1: clear market positioning or aclear retail strategy (in general).

Criterion 2: distinct periods of expansionor modernization.

Criterion 3: operational management ofthe retail mix.

7

IBS

Hyd

era

ba

d

THE GREAT MERCHANTS FRAMEWORK

8

IBS

Hyd

era

ba

d

THE GREAT MERCHANTS FRAMEWORK

identifies components of retail success and

offers a process for exploration

the process associated with analyzing

retail success in light of the GMF requires

a historiographic analysis.

the authors provided scant detail about

these factors other than their

identification. 9

IBS

Hyd

era

ba

d

ALCAS CORPORATION: GMF

Subject & Source

Chronology

Critical decisions

Road(S) not taken

Operation & retail mix

“fit” with the GMF

reevaluate

implications

10

IBS

Hyd

era

ba

d

ALCAS CORPORATION: SUCCESS

FACTORS

diversifying the product within clearly definedlimits.

clear market positioning in its distributionstrategy.

flexibility in retail strategy pertain to expansionefforts internationally.

offering a superior product line and a „foreverguarantee‟ on all items sold.

11

IBS

Hyd

era

ba

d

CONCLUSIONS

GMF as an interesting and useful tool for

retailing theorists and practitioners alike.

for diagnosing and understanding where

they are and how they might change in

order to achieve increased levels of

success.

12

IBS

Hyd

era

ba

d

THANK YOU!

13

IBS

Hyd

era

ba

d