Examining retail image before and after a repositioning strategy

This research examines changes in management's and consumers' perceptions of retail image during implementation of a major repositioning strategy. A prominent retail chain abandoned an older store in a strip shopping center of a southern SMSA, and built a larger one in a new regional shopping mall. Consumers and store management personnel provided image data for the old and new stores three months before and after the changeover. It was found that while consumers' and management's images significantly changed during the repositioning strategy, the magnitude of management's image change was significantly greater than consumers'. Management perceived greater changes than did consumers in parking, store classification, merchandise quality, style and assortment, return policy, and store layout and decor. Conversely, consumers experiented a greater image change on pricing and credit policy. The major implication for retailers is that problems can arise if management and consumers do not experience commensurate image shifts during repositioning. Fine tuning in advertising, personal selling, product strategy, and the physical environment (e.g., decor, parking) may be necessary to compensate for differential image shifts following a major repositioning strategy. *** DIRECT SUPPORT *** A00BV035 00002