Don't be fooled: profits result from being innovative and meeting consumers' need for convenience.

KC Herbst, JL Stanton, Gillian Armstrong

Research output: Contribution to journalArticle

Abstract

Consumers are time-starved and are desperate for convenience. In the present internationalresearch, the need for supermarkets in the United States and Europe to focus more on thecustomer through innovative merchandising and retailing tactics is discussed. The authors providea review of several trends in retailing throughout the United States, in addition to efforts beingmade in the United Kingdom to become less product-oriented and more customer-oriented. Thereview concludes with the finding that being innovative is about solving customers’ needs. Simplybeing new does not equate to being innovative.
Original languageEnglish
Pages (from-to)23-27
JournalInnovative Marketing
Volume2
Issue number1
Publication statusPublished - 2006

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