Store Branding Takes Center Stage

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  robertgordman08/26/08 Report as spam
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  RE: Store Branding Takes Center Stage

  I completely agree that retailers need to give their Core Customers the merchandise they want. In the 2007 National Shopping Behavior Study conducted by The Gordman Group and sponsored by KPMG, "selection" induced customers to spend more in a specific store. In fact, 45% of all consumers in the study said that selection caused them to spend more. When consumers reported spending less in a specific store, lack of selection was the reason 40% of the time. And the most important driver of apparel purchases was fit as indicated by 64% of the consumers in the study. If retailers stop offering their Core Customers the merchandise they want, nothing can save them.