Niche malls appeal to selected customer segments, such as working women. In choosing a location, retailers analyze the demographics of the surrounding area, transportation patterns, the competition, and local regulations. Location is so important that a number of stores outsource site selection to experts. One of the newest locations for retailers is the Internet. E. Integrated Marketing Communication Strategy 1.
Retailers can choose among several variations of integrated marketing communication approaches.
Both large and small store-based retailers are enhancing their IMC strategies by reaching out through the Internet. F. Service Strategy 1. To satisfy customers, retailers need to offer flexible services that respond to the needs of each customer segment. Full-service retailers offer customers many services, including credit, returns, and personal sales attention. Most department stores are limited-service retailers , offering selected services such as merchandise returns and credit.