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Ценностное предложение ритейлера для клиентов
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.