Retailer Summary Chart
Below we summarize each retail format by using the seven categorization characteristics. The characteristics identified for each format should be viewed as the “most likely” case for that format and are not necessarily representative of all retailers that fall into this format.
For example, under distribution, clearly most retailers today have an online presence, however, for many the predominant distribution methods is still selling through retail stores.
| Format | Target Market |
Products Carried |
Pricing Strategy |
Promotion Emphasis |
Distribution | Service Level |
Ownership Structure |
|---|---|---|---|---|---|---|---|
| Mom-and-Pop | mass specialty |
general specialty |
competitive | advertising direct mail |
stand-alone strip center shopping area |
assorted | individually o/o |
| Mass Discounter | mass | general | discount | advertising | stand-alone strip-center |
self | corp. chain |
| Warehouse Store | mass | general | discount | advertising | stand-alone | self | corp. chain |
| Category Killer | mass | specialty | discount competitive |
advertising | stand-alone strip center |
assorted | corp. chain |
| Department Store | specialty | general | competitve | advertising | shopping area shopping mall |
assorted | corp. chain |
| Boutique | speciatly exclusive |
specialty | full | selling | stand-alone strip center shopping area |
full | individually o/o chain |
| Catalog | mass specialty |
general specialty |
discount competitive |
direct mail | direct marketer | assorted | corp. structure |
| e-tailer | mass specialty |
general specialty |
discount competitive full |
advertising | online seller | self | corp. structure |
| Franchise | mass | specialty | competitive | advertising | stand-alone strip center |
assorted | contractual |
| Convenience | mass | general | full | advertising | stand-alone | self | individually o/o corp. chain |
| Vending | mass | specialty | full | none | vending | self | corp. structure |
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