Retailer Summary Chart

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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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