The importance of design as a composite in the strategic mix is often undervalued or ignored by retailers, yet it may present a significant competitive tool by which small/medium‐sized retailers can compete more effectively. Considers the significance of design factors to customers in influencing their perception of and satisfaction with a retail chain, and how recognition of these factors might serve to address differences in perception between the company and its customers and communicate a holistic message to those customers. Concludes that the holistic nature of design and its informed status could serve to achieve a more coherent offer to the customer, which takes cognisance of customer feedback, the competitive environment and the skills and resources available to the organisation.
Doyle, S.A. and Broadbridge, A. (1999), "Differentiation by design: the importance of design in retailer repositioning and differentiation", International Journal of Retail & Distribution Management, Vol. 27 No. 2, pp. 72-83. https://doi.org/10.1108/09590559910258571
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