Differentiation by design: the importance of design in retailer repositioning and differentiation

Citation

Doyle SA & Broadbridge A (1999) Differentiation by design: the importance of design in retailer repositioning and differentiation. International Journal of Retail and Distribution Management, 27 (2), pp. 72-83. https://doi.org/10.1108/09590559910258571

Abstract
The importance of design as a composite in the strategic mix is often undervalued or ignored by retailers, yet it may present a significant competitive tool by which small/medium-sized retailers can compete more effectively. Considers the significance of design factors to customers in influencing their perception of and satisfaction with a retail chain, and how recognition of these factors might serve to address differences in perception between the company and its customers and communicate a holistic message to those customers. Concludes that the holistic nature of design and its informed status could serve to achieve a more coherent offer to the customer, which takes cognisance of customer feedback, the competitive environment and the skills and resources available to the organisation.

Keywords
Communications; Differentiation; Perceptions; Retailing; Small to-medium-sized enterprises; Strategic planning

Journal
International Journal of Retail and Distribution Management: Volume 27, Issue 2