Eureka! Institutional Repository

In modern conditions retailing is one of the most dynamically developing sectors of economy. The factors favoring this development are: newly emerging markets, more sophisticated technologies, new trade formats, foreign investments. Merchants play the role of a linking element between producers and end users which leads to overcoming a number of discrepancies in terms of: range, quality, place, time and ownership. In order to stay competitive retailers should not only offer goods and services, they should also offer the appropriate products, create adequate envrionment that stimulates purchasing, as well as work out marketing which is to increase the number of visitors and buyers in outlets and increase the average value of a purchase. Together with the issue of locating outlets, retailers face problem solving concerning the formation of product range, laying out racks in retail rooms, displaying goods, additional slaes points, specific merchandising decisions and informational insurance of the purchase. With the help of various research marketing methods retailers gather the necessary information on consumer preferences, visitors’ behavior, as well as information about the way a particular experiment affects an outlet’s performance. On the gorunds of the data received one can make changes in the spacial positioning of outlets, the range offered, marketing offering, forms of servicing and methods of payment.