Many small retailers find competitive advantages within this aspect of marketing. The ideas they develop are as good as and often better than those the large companies develop. The following work blocks are designed to help you think about image, pricing, customer service policies and advertising. Every store has an image. For example, throw some merchandise onto shelves and onto display tables in a dirty, dimly lit store and you've got an image.
Shoppers think of it as a dirty, junky store and avoid coming into it.
Your image should be focused enough to promote in your advertising and other promotional activities. Pricing Value received is the key to pricing. A store can have low prices by selling low-priced merchandise. Thus, what you do about the prices you charge depends on the lines of merchandise you buy and sell. Pricing also depends on what your competition charges for these lines of merchandise.