Managing Retail Consumption by Barry Davies and Philippa Ward, Chapter 1

Library Reference: HF 5429 D38 2002

Amazon Link: http://www.amazon.com/Managing-Retail-Consumption-Barry-Davies/dp/0471489123/ref=sr_1_1?ie=UTF8&s=books&qid=1223899868&sr=1-1

Quote: “Consumption is a creative and expressive act.”

Learning Expectations:

            I expect to learn how to manage the consumption of products of the customers in the retailing industry. I also expect to learn how the parts of retail consumption will affect the customers that is purchasing and always looking for new and more products in the markets.

Review:

            The 1^st Chapter of the book ‘Managing Retail Consumption’ written by Barry Davies together with Philippa Ward gives ideas and information to those people who are interested and in sync with retailing. It also gives the readers a brief review on what are the things to expect from reading the book. It is discussed that the book is structured into four parts. The first part being an introduction and context gives out the history and other background information about the retailing world and industry. The second part tackles the retail arena and how to manage it. The third part talks about the wider contexts of the retail enterprising. The fourth and final part is the concluding chapter. It draws together the issues raised and offers readers some prognostications for the future.

            Let us talk about the first part of the book which talks about the role and history of retail consumption. The first part consists of the second to fourth chapter of the book. The book describes the retailing history which gives insights to readers that the increasing percentage of the consumers’ requirements is being met through retailing. That just shows that the retail industry is starting to be the leader of where people can get what they need. Retailing provides what the customer needs which is why it has rose to the top. It also portrays to the readers how important customers are in the retailing world. First and foremost, they are the reason and the cause of retailing. To give service and product to other people is the main objective of the people who practices retailing. Due to its effectiveness and convenience it became a symbol for consumption of products. Products also took some personality from those people who make them. The persona of the producer affects the persona of the products that they are making.

The second part of the book discusses to the readers the management of the arena of retail consumption. The second part of the book consist the fifth to twelfth chapters of the book. It tells the readers the dramaturgical view of the retail industry. It illustrates that interaction is needed in retailing because it is the main channel for people to do effective retailing. Interaction also facilitates the operational approach that explores the processes of retailing. It also shows the importance of technology to help change how the sellers and customers interact and converse with each other. The way people communicate with each other has changed through technology. It tells the readers that having personnel at retails stores are very effective because they are the ones who communicate with the customers. The aesthetics of the store or shop also affects the purchasing experience of the customers. Much beautiful and attractive visual attract a lot of customers which will be encouraged to buy products. The range of selection and variance of products of the retail store can catch the attention of different kinds of customers or markets. Each person has his/her own specific wants and needs which the retailers should recognize. Having a huge variety of products in the store gives the customer a huge variety of products to purchase. The location of the supermarket also affects the flow of customers. The proximity of the location to the customers is a big factor because whenever people in mass recognizes a place where they can purchase the things that they need for their daily lives with convenience, they will be attracted to it and they will surely become regular customers of the particular shop.

The third part of the book talks about the retail enterprise in context. It consist chapters thirteen to sixteen. It talks about the strategies that retailers should use for the success of their store. The retail strategy is a balancing act and blending of different kinds of things that retailers should be accustomed to. The strategies in retailing cover the visible and invisible areas that the customers are relevant with. The service and product quality in a retailer’s shop is one of the most important because it is the gauge for the customers to see and know what they would think about the retailer. The levels of locational context give the readers the idea on where they should put time strategizing in their shops. The image of the retailers from the customers are important and an essential part of retailing.

The fourth part of the book illustrates to the readers the future of retailing. It provides specific conclusions and prognosis for the emerging themes that rose through the book. Overall, the consumption of the customers from the products that they have from the retailers should also be studied and learned. It is vital because each part of the retailing world is important and has each its own function and specific task to perform.

Lessons Learned:

            I have learned how to manage the consumption of products of the customers in the retailing industry in a shallow state but despite of this, I have learned a lot. I learned that everything in the retailing world is important and nothing should be disregarded. Disregarding a tiny little part of the retailing world would in time bite back in the ass of the retailers.