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| Author: | Ahlert, D. Schroder, H. |
| Title: | "Erlebensorientierung" im stationaren Einzelhandel (Experience-orientation in stationary retail trade) |
| Journal: | Marketing
1990 : VOL. l2:4, p. 221-229 |
| Index terms: | RETAILING BOREDOM |
| Language: | ger |
| Abstract: | Consumers increasingly search for new experiences when buying. Retail trade has to provide for such needs. Image of retail outlets has to be regularly updated because unchanged image is boring and easy to copy. Retail chains test their image in one shop before diffusing it over the chain. Individual characteristics have also to be taken into account. |
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