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PrefaceProfessorDr.JoachimZentesDipl.-Kfm.MarkusJanzDipl.-Kfm.DirkMorschettInstituteforCommerceandInternationalMarketingPrefaceTheresearchprojectentitledNewDimensionsinRetailMarketingwasconductedbytheInstituteforCommerceandInternationalMarketingatSaarlandUniversityonbehalfofSAPAG.Theaimofthestudywastodevelopafuturescenarioforretailmarketingfromwhichitispossibletoderiverepercussionsbothforbusinessprocessesintheretailsectorandfortheupstreamanddownstreamstagesintheeconomicprocess.FromthepointofviewofSAPAG,italsoprovidesabasisforanticipatingtherequirementsofinternationalretailcompaniesinrelationtosupportsystemsduringthenextyears.Thestudyalsooffersontheonehandameansfordeepeningitsunderstandingofwantsandstrategiesinmanybranchesofretailingandontheotherhandaninstrumentforestablishingandstrengtheningcontactswithexistingandfutureclientsthroughaconstructivediscussionofthefindings.Initsoverallcontext,thestudythusservestobroadentheunderstandingoftheindustryofbothSAPAGandtheInstituteforCommerceandInternationalMarketing.Thefinalreportwhichhasnowbeenpublishedismoreoverintendedtoprovideretailersintherealworld,particularlythosewhoservedastheobjectofthestudy,withasuitablebasisforexaminingfuturetrendsbothintheretailsectoringeneralandinspecificlinesandtheirownfirmsinparticular.Thestudyisbasedonacomprehensiveanalysisofsecondarymaterialandaboveallonapri-marysurveyof60retailcompaniesinEurope,theUSAandJapan.Italsotakesaccountoftheviewsofnumerousretailingexpertsoutsideactualretailfirms.Wewouldliketotakethisopportunitytothankalltheinstitutionswhoobliginglyplaceddataandmaterialatourdisposal.Weareespeciallygratefultoallthosewewereabletointerviewdirectlyintheretailcompaniesaswellastothepeoplewhohelpedusestablishtheinitialcon-tactswithsuitableinterlocutorsandfirms.FurthermorewewouldliketothankMs.LindsayRussellfromSAPAGforthetranslationofthisstudy.Saarbrücken,August20th1999JoachimHertelJoachimZentes-VicePresidentGlobalIndustryBusinessUnit--Director-Retail&ConsumerProductsSAPAGInstituteforCommerceandInternationalMarketingPrefaceTableofContentsINTRODUCTION:CONCEPTIONOFTHESTUDYA.STRUCTUREOFTHESURVEY...............................................................................................................IB.STRUCTUREOFTHESTUDY...............................................................................................................IICHAPTERONE:LEADERSHIPASASTRATEGICGOALOFRETAILCOMPANIESA.OVERVIEW.................................................................................................................................................1B.LEADERSHIPINLOGISTICS.................................................................................................................2C.LEADERSHIPINMARKETING..............................................................................................................3CHAPTERTWO:DEVELOPMENTSAFFECTINGTHERETAILENVIRONMENTA.DEVELOPMENTSINCONSUMERBEHAVIOR..................................................................................5B.INDUSTRYDEVELOPMENTS................................................................................................................5C.TECHNOLOGICALDEVELOPMENTS.................................................................................................6D.LEGALDEVELOPMENTS.......................................................................................................................7CHAPTERTHREE:GENERALTRENDSINRETAILINGA.CHANGESINRETAILFORMATS.........................................................................................................8B.THERETAILERASABRAND..............................................................................................................11C.RETAILERSASPROBLEMSOLVERS................................................................................................12D.INDIVIDUALIZINGCUSTOMERRELATIONS.................................................................................13E.NEWFORMSOFCOMMUNICATION/INTERACTION...................................................................14F.LEADERSHIPINPRICINGANDSERVICE........................................................................................15TableofContentsCHAPTERFOUR:RETAILMARKETINGTOOLSA.ASSORTMENTS.......................................................................................................................................16I.OVERVIEW...............................................................................................................................................16II.EFFICIENTASSORTMENTS........................................................................................................................17III.DISSOLVINGBOUNDARIESBETWEENSECTORS.......................................................................................18IV.ORGANIZINGMERCHANDISEINCATEGORIES..........................................................................................19V.LOCALIZINGASSORTMENTS..............................................................