engleski

Retail Mix and its Specifics in Social Supermarkets

In the contemporary literature, retail mix is observed as a strategic tool that attracts customers to a retail store. Its elements include assortment, price, store image and design, but, also, a variety of consumer services. On the other hand, retail theorists often use retail mix as an instrument for recognition of a retail store format. Social supermarkets are the emerging type of retail organization developing with the aim to solve two problems of modern economy: food waste and growing poverty. From 2008 till nowadays more and more social supermarkets open across Europe as an answer to outcomes of economic crisis. There is an ongoing debate on this type of retail organization. In this chapter, we are going to discuss elements and role of retail mix together with specifics of retail mix elements in social supermarkets. Several parts of the chapter are based on secondary literature review describing elements and role of retail mix from the aspect of retail marketing and management. The last part of the chapter is based on the results of the secondary research done in European countries and the primary in-field research in Croatia. It discusses specifics of retail mix in social supermarkets as an emerging retail format.

retail, retail mix, social supermarkets, assortment, prices, services

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