SPATIAL CONVENIENCE The degree to which the marketing channel makes it easy for customers to purchase the product. PRODUCT VARIETY The assortment breadth provided by the marketing channel. Normally customer prefer greater assortment because more choices increase the chance of finding what they need.
What is spatial convenience?
SPATIAL CONVENIENCE The degree to which the marketing channel makes it easy for customers to purchase the product. PRODUCT VARIETY The assortment breadth provided by the marketing channel.
Do shopping centres offer more spatial convenience to shoppers?
Across all three measures, the shopping centre was found to offer the shopper greater spatial convenience.
What is an example of convenience in marketing?
Examples of this include offers of “free two-day shipping,” “one-click purchase,” and the “no questions asked return policy.” This way, there is complete customer satisfaction. Convenience covers all aspects of a sale — from before, during, to after a sale is made.
What is true convenience in a digital landscape?
True convenience, in a digital landscape, means the products and services is available to come to you. So the definition of convenience has changed, and the expectations are that retailers must be willing to bring their product closer to this new consumer. That means fast home delivery at a good value.
What is the meaning of spatial convenience?
First of all, the first service output, spatial convenience is defined as the degree of channel centralization and decentralization. In term of time and place of shopping are quite critical to the customers. To put it in simple, it means that the shopping time and effort contributed are interrelated with each other.
What are the 5 service outputs?
Common Service Outputs Timing of availability: Do I need the product immediately or am I willing to wait? Quantity: Am I willing to buy in bulk or buy multiple items? Assortment and variety: Do I have a very particular need or a flexible need? Am I looking for one or many options?
What are service outputs in marketing?
Various members of a marketing channel add value to a product. These added values are needed to make the product available to end-users for consumption. These values are called “Service Outputs”. Three types of gaps may be present in a marketing channel.
What are the different marketing channels?
9 types of marketing channelsDirect selling. Direct selling is a marketing channel that involves a professional communicating directly with potential clients. ... Catalog direct. ... Network marketing. ... Value-added resale. ... Digital advertisements. ... Events. ... SEO marketing. ... Email marketing.More items...
What are the two types of customer requirements?
Ultimately, all customer needs can be categorized into three main types: functional, social, and emotional needs.Functional Needs. Functional needs are the most tangible and obvious of the three main types of customer needs. ... Social Needs. ... Emotional Needs.
What is distribution strategy example?
For example, if your target customer base for your paper towel product is a middle-aged woman buying at a grocery store, you may choose to distribute to various brick-and-mortar storefronts, like grocery store chains and warehouse companies.
What are the types of intermediaries?
There are four commonly known types of intermediaries, namely marketing agents, wholesalers, distributors, and retailers.
Which of these is an example of service outputs?
Some of the examples of service output demands are: bulk breaking, spatial convenience, waiting time, delivery time, payment options such as credit, assortment/variety and customer service and information provision.
What is intensive distribution system?
Definition: Intensive distribution is a form of marketing strategy under which a company tries to sell its product from a small vendor to a big store. Virtually, a customer will be able to find the product everywhere he goes.
What are 4 types of marketing channels?
There are basically four types of marketing channels:Direct selling;Selling through intermediaries;Dual distribution; and.Reverse channels.
What are the 7 P's in marketing?
It's called the seven Ps of marketing and includes product, price, promotion, place, people, process, and physical evidence.
What are 4 types of advertising?
Types of advertisingNewspaper. Newspaper advertising can promote your business to a wide range of customers. ... Magazine. Advertising in a specialist magazine can reach your target market quickly and easily. ... Radio. ... Television. ... Directories. ... Outdoor and transit. ... Direct mail, catalogues and leaflets. ... Online.More items...•
Purpose
Due to rising obesity levels, declining fitness levels, an aging population, and shopper lethargy, retail planners must give serious consideration to the physical demands retail centres place on their patrons.
Findings
The results of the survey indicate that consumers regard spatial convenience as important and believe that malls are superior in providing it. The retail audit confirmed the accuracy of these perceptions, with the mall providing greater store compatibility, and a more compact shopping environment.
How could policy framework in Serbia be improved to address impacts of large-scale retail development?
The second step of the research included the analysis of different type of procedures for retail impact addressing, applied in developed European countries. Finally, policy framework in Serbia was analyzed and recommendations for its improvement are given in accordance with the experiences of European countries.
What is the shift in paradigm in retailing?
A thematic analysis of current retail research is presented from the four leading retail journals to identify and illustrate the incremental nature of current research and the standard retail area themes considered by academics. Following this, through seeking what is not in the current incremental research, a series of potential research areas and questions are posed, creating a novel research agenda for the field of retail marketing.
Why are malls facing hardship?
Shopping malls are facing times of hardship due to the recent economic crisis, the maturity of this retailing format and the increasing competition of the electronic commerce. This study aims to examine and profile shopping mall customer segments, since this context of hardship may have altered the previous mall customer segmentations. Data from 511 shopping mall customers in a mature market and during a recessionary period was analyzed through two-step cluster analysis and a subsequent MANOVA. Results suggest that mall customer segments are no longer so in hard times; and five segments emerge, namely “senior hostelry seekers”, “young enthusiasts”, “deal hunters”, “adverse-reluctant customers” and “leisure comfy-teens”; being the “young enthusiasts” the most attractive segment; while the “adverse-reluctant customers” represent the main challenge for mall managers.
What is the review of intra-urban centres?
Regarding the revitalization of intra-urban centres, this review focuses on consumers’ perceptions of the physical environment with emphasis on the tangible elements in the external shopping environment. Based on the typologies of environmental elements, a systematic review of 59 retailing articles by means of content analysis was conducted. Several design and ambient elements were identified as relevant to consumers, but an in-depth understanding of their effects is needed to enhance the attractiveness of intra-urban centres.
What is convenience in marketing?
What is Convenience? Convenience, as a component of the 4Cs marketing mix, is how convenient it is for a customer to purchase, acquire, or use a company’s product. Convenience addresses all aspects of the buying experience. That includes finding information about solutions to the customers need.
Why is convenience important in marketing?
Using convenience as a marketing mix component helps address, not only where a product is placed or its distribution, but allows us to address all aspects of making our products convenient for our customers to purchase.
What is convenience in 4Cs?
Convenience is one of the components of the 4Cs marketing mix. Convenience is about how we address the buying process. Addressing it from the customers perspective.
Why should we make it convenient for customers to compare our solution with others?
This is an extension of information, in that we are offering information to our customers so it is convenient for them to make the right purchase.
How to add convenience to buying process?
One of the most obvious ways to add convenience to our buying process is to incorporate online shopping. In a brick and mortar store, this is crucial. It ensures that we can sell our products anywhere our customers are located.
What is online sales?
Online Sales. Incorporating online sales is one of the easiest ways to achieve convenience. If a purchase can be made online, this means a customer can make a purchase anywhere. And if the product is digital, they can access it anywhere. If the product is physical, then we need to make shipping simple and efficient.
Is perception a reality?
In regards to the buying experience, it is important to understand that this is an experience driven by the customers perception. Thus, perception is reality. It is the job of the convenience component of the marketing mix to make that perception one of convenience.
How does physical design affect spatial convenience?
The physical design of the centre will also influence spatial convenience. For example, all things being equal, a consumer will have to walk further in a retail centre with a linear design, than one that is clustered. The centre can also be designed so that expansion occurs upwards rather than outwards. Unfortunately, such options rarely represent viable alternatives for the shopping strip.
What is convenience in retail?
A collated definition from the Collins, Oxford and Webster dictionaries portrays convenience as that which is easy to use, favourable to comfort or savings of trouble. As such, convenience occurs when the barriers to the undertaking of an activity are reduced or eliminated. In the context of retailing, these barriers are referred to as costs ( Downs, 1961; Bender, 1967 ). In patronising a retail centre, the consumer must contend with spatial, temporal and effort costs ( Gehrt et al., 1996; Reimers and Clulow, 2001b ). Retail centre convenience is therefore determined by all attributes of a retail centre that influence the spatial, temporal and effort costs of patronage.
How are shopping centres different from shopping strips?
The Australian Retailers Association, Victoria provided the sampling frame for the study. Only retail centres of at least community level were included in the sampling frame. In order to satisfy this criterion, shopping centres had to contain at least one department store or supermarket and 40 or more specialty shops ( McColl-Kennedy and Kiel, 2000 ), while shopping strips had to contain at least 125 businesses (see Garrison, 1950 in Potter, 1982 ). The fact that this created a disparity in the respective number of tenants was of little consequence to the overall objective of comparing the spatial convenience of competing shopping strips and shopping centres (as determined by their level in the urban hierarchy). A retail centre's competitive position within the urban hierarchy is determined by its drawing power, which is in turn, determined by the quality of its stores, rather than their number ( Potter, 1982; Meoli et al., 1991 ). Therefore by using key attractors to compensate for their smaller size, shopping centres are able to effectively compete with their larger shopping strip counterparts: a factor empirically confirmed by Johnston and Rimmer's (1969) retail study of Melbourne.
What is the spatial juxta position of a shopping strip?
The spatial juxta-positioning of the shopping strip places it at a competitive disadvantage relative to the shopping centre ( Hudson, 1972; Spink, 1981 ). A defining characteristic of the shopping strip is that stores situate on the basis of what is best for them, not the centre ( Berman and Evans, 1992 ). The image of a shopping street is not only determined by retail characteristics but its other land uses as well ( Davies and Bennison, 1978 ). While non-retail activities have helped preserve the shopping strip ( Dawson, 1988) by differentiating it from the shopping centre ( Nelson, 1958; Davies and Rogers, 1984 ), they often compete with retail functions for prime locations ( Sharples, 1984 ). This problem has been further exacerbated by the fact that retailers exiting shopping strips are often replaced by non-retail functions ( Schiller, 1994; Whysall, 1995 ).
What is retail concentration?
Retail concentration offers a more encompassing and viable approach to spatial convenience, particularly for the shopping strip. It involves segregating retail and non-retail firms, to create a dedicated, compact retail core. According to Thompson (1967), retailers can offer spatial convenience in two ways; through absolute location and through relative proximity to other retailers. Proximity is enhanced when retailers are concentrated in the centre's core. The greater the proportion of stores in the retail core, the greater its concentration.
Why is walking important in shopping?
In combination these factors indicate why minimising the walking distance between stores represents a key component of the spatial dimension of convenience for consumers ( Gehrt et al., 1996 ). The ability to move from store to store with ease, the development of a concentrated shopping environment and minimising out-of-vehicle walk time, all serve as significant inputs into a retail centre's attraction ( McCarthy, 1980; Oppewal and Timmermans, 1999 ).
How to reduce distance a pedestrian must walk?
There are several ways to minimise the distance a pedestrian must travel. The first option involves the physical size of the centre. The smaller the retail centre , the less distance the pedestrian must walk. However, restricting the size of a centre usually means restricting the number of merchants and therefore merchandise variety. Hence, this option involves trading off the convenience of one-stop shopping against spatial convenience. Alternatively, the size of the centre can be controlled by limiting the entry of non-retail firms. This is a strategy typically employed by shopping centres ( West et al., 1985 ). Again, the viability of such a strategy may be limited in the shopping strip. Our free market system means that creating barriers to entry may not fall within the powers of local government. This strategy also prevents retail bodies such as chambers of commerce or town centre management groups from using business and entertainment services as a means of differentiating the shopping strip from the shopping centre.
What is convenience in retail?
Convenience, as a retail concept , once meant providing a product or experience within a reasonable walk or drive, perhaps on the way home from work or in a town nearby. Maybe we could pick up that carton of milk we need in the morning, or a pint of ice cream for a late night sugar fix. Or perhaps, if the need were not too urgent, we could order online and expect a delivery within a few days.
What is true convenience?
True convenience, in a digital landscape, means the products and services is available to come to you. So the definition of convenience has changed, and the expectations are that retailers must be willing to bring their product closer to this new consumer. That means fast home delivery at a good value.
How much did the convenience store industry make in 2017?
Keep in mind, this isn’t a small sector that is on the verge of great changes. Convenience store industry sales totaled $616.3 billion in 2017 (according to NACS, an industry trade association), or about 11% of all retail and foodservice sales in the United States. When an industry this large faces changes in consumer behavior, new and innovative services are sure to emerge.
Do millennials like to not get in a car?
This isn’t a concept that’s in the distant future, it’s happening now. Millennials generally prefer not getting in a car to pick something up if cost and product availability are equal. True convenience, in a digital landscape, means the products and services is available to come to you.
What is convenience in sales?
Convenience covers all aspects of a sale — from before, during, to after a sale is made.
Why is convenience important in marketing?
In today’s fast-paced, busy lifestyle, it is important to factor in how consumers are able to find out and get ahold of your product at their convenience.
What is communication in marketing?
Communication is a more cooperative term for the interaction between the seller and buyer, which includes promotions, plus advertising, public relations, personal selling, and viral advertising.
What is the key thing in the Convenience aspect of the four C's?
The key thing in the Convenience aspect of the four C’s is to make it easy for the customer to get your product. Here are few things to ponder on when thinking about making it convenient for anyone to buy your product.
