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Total Retail Experience

In:

Submitted By AndyS
Words 370
Pages 2
A retailer is one who sells goods or commodities directly to consumers, according to about.com. These items are purchased from the manufacturer or wholesaler and sold to the end user at a marked up price. Wal-Mart is a well-known large chain retailer. Another example of a retailer would be the small grocery shop on the corner.
Financetics defines total retail experience as all the elements in a retail offering that encourage or inhibit the consumers to go to a particular retail store. These include type of retail store, size, location, number of sales people, displays, products, brands etc. which are controllable by the retailer and also other elements like parking facilities, environmental factors etc.

According to Youtube.com, to customers, a total retail experience is a unified brand experience across every channel while to the retailer; it is having an operating model that is agile and integrated. It also means anticipating customers needs using predictive analytics and allowing them to see if their favourite products are online or in the store. In a total retail environment people will be creative in delivery choices, appointments and product returns. Taking a total retail approach will require a change in business models.
A recent retail experience where my expectation was surpassed happened when I went to buy groceries at Supermarket in Mandeville. I searched the dairy isle for Lasco Lasoy and could not find any so I asked a young man who was busy packing the shelves close by. Instead of telling me where to find it, he got up and accompanied me about three isles down and showed me exactly where it was. He ensured I found exactly what I wanted without a hassle and did so willingly. I really appreciated the gesture because I was in a hurry.

References:

Gupta, I. ( August 3,2012).Total Retail Experience. Retrieved May 18, 2014 from

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