Customer Quote by Greg Thain
““But a retailer cannot slice and dice its customers at the brand level (i.e. chain) to the same degree. A retailer who seeks to target only 20% of the potential market is already on thin ice. Retail coverage (i.e. the physical footprint of a store’s catchment area) dictates the target audience for each store, which means that the audience is relatively heterogeneous: everyone who lives within the store catchment area. A large mainstream store has to generate volume at each unit level as most of the costs, such as building, staff and stock, are local; therefore, because of retailers’ sensitivity to small volume changes that we saw in Chapter 2, the more shoppers the better. Thus,””
About This Quote
Source Book: Retail Strategy, Chapter 2, 2023
Retailers must serve all nearby customers because store locations define a mixed audience, making volume essential for profitability.
In simple terms: Stores must attract many shoppers because their catchment area is diverse.
Key Takeaway
Focus on maximizing foot traffic and overall sales.
Themes
retail strategy
market segmentation
volume importance
Mood
analytical
pragmatic
Type
business
strategic
When to use this quote
- store opening decisions
- marketing budget allocation
- inventory planning
- staff scheduling
Key Concepts
customer heterogeneity
store catchment
cost sensitivity
Questions to Reflect On
- How can retailers balance broad appeal with personalized offers?
- What tactics increase volume without sacrificing profitability?
A Different Perspective
Limited ability to target niche segments may reduce efficiency.
![“We need [retail] shelf space to serve as our deep space. We are going to put things there and invite the consumer to give it a try…Most consumers engage in variety seeking, in any case. Why not invite them to pursue it within a purchase instead of across purchases?” quote by Grant McCracken](https://sms4smile.com/quotes/img-quotes/5e3/grant-mccracken-81705_quote_we-need-retail-shelf-space-to-serve-as-o_506979.jpg)
