Retail brands are more than stores and product range

The article argues that too many retailers see themselves as shop owners selling other peoples’ brands, rather than being brands themselves.

Retail brands are more than stores and product range

Rita Clifton

Retailers, consumers and brands are still, bizarrely, put into separate operating and mental compartments by many retailers. At a global retail congress recently, I got slightly depressed that several presenters still felt the need to say things like 'it's all about the customer', and stress the importance of 'customer-centric retailing'. At least someone acknowledged ruefully that this customer focus was 'so much espoused, so rarely practised'.

This 'catch up with the customer' thinking doesn't go nearly far enough in today's rapidly changing retail market. Understanding customers should be like...

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