11-20-2008, 09:35 AM
Quote:Multi-Store Retailing: Perks and Pitfalls covered:
* Why Multi-Store is gaining momentum
* Types of stores to consider launching
* When to launch additional stores
* How to avoid critical mistakes
What is Multi-Store Retailing?
The key benefit of running multiple stores is higher specificity and relevance to customer and product segments.
Coca-cola began as a single product and grew to 450 brands, 2800 products and 200 countries. Some of these products are very new or niche, like vitamin flavored water - but the specificity is what builds loyalty and differentiation in a saturated market.
A major factor in the success of more specific stores comes from todays search behavior...
full article: http://www.getelastic.com/multi-store-on...nar-recap/