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Issue № 66. February 2018

Retailer’s Value Proposition for Customers

Svetlana M. Berezka

Marketing Director, Research Center for Network Economy, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: svtl.berezka@gmail.com

The article is devoted to developing customer value proposition of a trade company in grocery and FMCG retail. The main focus is on the value proposition components and the retailer’s product architecture.

An approach retailer’s value proposition is a shopping infrastructure, containing three product levels: assortment and on-shelf availability (core product), store facilities (expected product), customer service (augmented product).

Particular attention is paid to understanding the place of customer loyalty programs as one of the most widely used relationship marketing tools in customer value proposition-oriented business approach. The author identifies the specifics of customer behavior in grocery and FMCG retailing and formulates the criteria system for the customer store choice.

Keywords

Consumer behavior, value proposition, customer-oriented approach, retailing, retail, customer loyalty, customer loyalty programs, relationship marketing.

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