SUCCESS FACTORS IN

NON-STORE RETAILING:
EXPLORING THE GREAT
MERCHANTS FRAMEWORK

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VICTORIA L. CRITTENDEN & ELIZABETH J. WILSON.
(JOURNAL OF STRATEGIC MARKETING (2002)

Saurabh Shekhar
07bs3884
OBJECTIVE

 toexplore a relatively new framework of

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retailing success, GMF; within the context
of non store retailing, in particular direct
selling.

 toexamine the GMF as a tool for

measuring retail success.

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NON-STORE RETAILING

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DIRECT SELLING AS NON-STORE
RETAILING

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• Person to Person

• Party Plans

• Multilevel (network) marketing

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DIRECT SELLING

 Unlike direct marketing approaches,

direct selling involves the consumer in
„seeing and feeling‟ what they are buying.

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 particularly effective strategy for
products/services with high personal
selling elasticity.

 usefulin sales situations where personal

attention to customer desires and
individual differences is critical. 5
LARGE DIRECT SELLING RETAILERS

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THE GREAT MERCHANTS FRAMEWORK
Miller and Merrilees (2000):

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 Criterion 1: clear market positioning or a
clear retail strategy (in general).

 Criterion 2: distinct periods of expansion

or modernization.

 Criterion 3: operational management of

the retail mix.
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THE GREAT MERCHANTS FRAMEWORK

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THE GREAT MERCHANTS FRAMEWORK
 identifiescomponents of retail success and
offers a process for exploration

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 the process associated with analyzing
retail success in light of the GMF requires
a historiographic analysis.

 theauthors provided scant detail about

these factors other than their
identification. 9
ALCAS CORPORATION: GMF
Subject & Source

implications Chronology

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reevaluate Critical decisions

Road(S) not taken

“fit” with the GMF

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Operation & retail mix
ALCAS CORPORATION: SUCCESS
FACTORS
 diversifying the product within clearly defined
limits.

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 clear market positioning in its distribution
strategy.

 flexibility in retail strategy pertain to expansion

efforts internationally.

 offeringa superior product line and a „forever

guarantee‟ on all items sold.
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CONCLUSIONS

 GMF as an interesting and useful tool for

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retailing theorists and practitioners alike.

 for
diagnosing and understanding where
they are and how they might change in
order to achieve increased levels of
success.

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IBS Hyderabad
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THANK YOU!