Store positioning is a key concept in marketing, especially in the retail industry. It’s the process of shaping the store's image or identity in the customer’s mind.
Simply put, store positioning refers to how a store wants to be perceived by its customers. It’s the ‘place’ the store occupies in the consumer's mind. But this perception doesn’t just come from advertising or visuals. It’s shaped by the customer’s overall experience, including the type of products, the pricing, and even the store's atmosphere.
Positioning is also expressed relative to the competitors' positioning. Positioning is not just about a brand standing out on its own; it’s also about standing out in comparison to competitors. For example, Reliance SMART Superstore positions itself as a convenient, reliable option for everyday groceries and household items by focusing on quality, affordability with premium options, and technology integration for a seamless shopping experience. Whereas DMart positions itself as a frills store that offers low prices, bulk discounts, and combo deals for cost-conscious customers.
Importance of Positioning:
Importance of Positioning:
- Positioning helps the retailer decide everything from the product assortment to the store layout and the kind of advertising to use
- Positioning guides retailers by reducing ambiguity. It helps retailers decide the store location, design, and merchandise selection
- Positioning helps the retailer shape the consumer’s perception of a store.
In conclusion, store positioning is about creating a unique identity in the minds of consumers. Whether operating a local Kirana store or a luxury brand, positioning is key to ensuring your store resonates with the right audience and creates a lasting impression.
In the next lesson, we will learn more about this positioning. We will learn what are the various strategies retailers use to create positioning of retail store. We will also explore the various attributes that influence Store Positioning.
In the next lesson, we will learn more about this positioning. We will learn what are the various strategies retailers use to create positioning of retail store. We will also explore the various attributes that influence Store Positioning.
Class Sessions
1- Summary of Benefits of Branding for Retailers and Customers
2- Store Positioning
3- Attributes that influence Store Positioning
4- Objectives, Functions and Types of Retail Advertising
5- Crafting the Retail Advertising Message
6- Key Points discussed so far
7- In-Store Media Vehicles
8- Shopper Marketing Process
9- Sales Promotion and its importance
10- Sales Promotion Categories