| Popis: |
Store refurbishment is a radical marketing option with costs and benefits not fully appreciated even by experienced retail professionals. The article documents an ambitious refurbishment project carried out by a large regional chain, specialising in the distribution of domestic electrical appliances. A survey of shopper attitudes towards the development confirms the value of the strategy for improving long-term sales potential. Related results underscore the importance of matching store design to the demands of targetted market segments. |
