The 4Rs of retail

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From the moment the consumer makes the decision to satisfy a certain need and where to do so until the post-purchase process, the work and meaning of the 4 “R”s of retail marketing must be emphasized: Relevance, Relationships, Reward, Cost Reduction.

Most consumers have considerable problems with finding the jordan phone number list or service that best satisfies a particular need or all of them. But why isn't choosing part of the problem?

The consumer is always in a specific search for what he wants or needs, while varieties are not a fundamental part of satisfying the desire or need.

Retailers must focus their vision on mass customization, so that the production of a product is based on the desires of consumers. Simply put, producing what the buyer wants, when he wants it.



The purchasing process
The purchasing process begins in the mind of the customer; the purchase action is present even without the purchase having been made. This process does not end without the 4 “R”s having been manifested.

It is the consumer's responsibility to make the decision about which medium they will next use for the purchase: telephone, internet, nearby store or distant business, among others.

For consumers, the real dilemma is where, not what; the product should satisfy at the same level regardless of its supplier. This is where the functional variables for retail marketing become apparent: distribution, service level, shopping environment, quality and variety, geographic coverage and price perception.

Making a decision has an added meaning for consumers: taking advantage of one factor could minimize the benefits of another. While, for example, the proximity of a store is appreciated, the level of quality offered by a more distant business is overlooked.

Even though each of the variables has been evaluated and the purchase has been made, the process does not end there. It is time to pay attention to the emotional impact that a purchase generates; the supplier must ensure a link between him and the consumer, verifying this with the evaluation of the 4 “Rs”.