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0:00
Hi, I'm Steve Burt from the
Institute for Retail Studies
at the University of Stirling.
I've been working at Stirling
since the institute
was founded in 1983.
My research areas are primarily
to do with
Retail Internationalization
and Retail Marketing
in various guises.
What I'm going to do
in today's talk
is to give you an introduction
to the Scope and Nature
of Retail Marketing.
0:21
The presentation is based
around three main themes.
First, I'll spend a little bit
of time talking about
how we understand retailing,
how retailing might be a bit
different from other sectors,
and what
specific characteristics
there are to retailing
that make us think about
how we apply marketing to it.
Second element
and the bulk of the presentation
will be about how retailing
and marketing interact.
I'll introduce a model
that looks
at the exchange
of customer values
that tries to explain that
retailers need to understand,
create, communicate,
and deliver these values.
By taking this approach,
we can move away
from just looking at
simple, specific
marketing activities
such as product,
pricing and all the things
we're taught in
the 4Ps approach.
Last but not least, I shall try
and pull things together
to try and say that retailers
need to have a holistic view
to marketing in retailing,
but what we need is
an approach to retailing
that encompasses marketing
as an underlying philosophy,
not just to apply
a series of activities
that we call
marketing activities.
1:13
Before we look at the scope
and nature of retail marketing,
we need to pause for a moment
and actually think about
what is retailing itself.
Retailing is
a fascinating sector,
we all interact with retailers
when we all shop
virtually every day.
But there are series
of characteristics
that make us think about
how we apply marketing.
First, what is retailing?
Is retailing a product
or is it a service?
It sells products, but it also
has a lot of service elements
within the way it operates.
What does retailing
actually sell?
Does it just sell goods,
does it sell services,
does it sell an experience,
does it sell a good time?
And if that's the case,
how does marketing
apply to that?
Secondly, what do we
actually market in retail?
Again, there are
quite a few elements
that confuse the picture
or at least make it
very complicated.
Is the product a service,
the thing that we actually buy
or purchase.
Is it the store itself?
'Cause that's where
we interact with a retailer,
and then there is the company
that lies behind this.
And again, we all have
views on companies,
whether it's Tesco,
IKEA or small shops.
We have a different
view of the business,
the product,
and the store itself.
And last but not least,
if we look at how retailing
is being treated
in marketing textbooks,
then we tend to find that
it's got part of the traditional
4Ps perspective
and usually,
it's the last one of the 4Ps
and that in itself
says something.
Retailing distribution
is usually parked,
it's the last the thing
that we bother about.
We create
an interesting product,
we advertise or promote
and then, boom,
somebody has to sell it.
I would argue that
this is rather naive
and really doesn't encompass
the range of activities
that we have to consider
in retail marketing.
