As t? ?ne that featured integrated “?ne-st?p” sh?ps. Aided

As c?nsumers change
s? must the industry. The retail sect?r that emerges ?ver the next five t? ten
years will likely be far different than at the beginning ?f the century, marked
by greater inn?vati?n, integrati?n, and resp?nsiveness. In the late 1800s and
early 1900s, market was basically c?vered by the typical t?wnscape ?f
independent specialty ?r single-pr?duct st?res (KPMG Rep?rt, 2014). That scene
gradually changed with the intr?ducti?n ?f department st?res. M?harana (2010)
argued that t?day’s c?rp?rate w?rld f?cus ?n creating reputati?n thr?ugh str?nger
brand and acceptable image t? get better acceptability ?f cust?mers and ?ther
stakeh?lders. As a acceptance t? this l?gic, Indian retailers pr?vide a range ?f
services, brands, and pr?ducts available in ?ne l?cati?n t? make it c?nvenient
t? the cust?mers. In additi?n t? c?nvenience, department st?res and ?ther
retailers ?ffers exciting and tempting cust?mer experience, an intangible, but
appealing envir?nment where sh?pping was m?re than just a transacti?n (buying a
pack ?f matchb?x) and can be attributed as a fun filled, enj?yable ?ccasi?n.
Within the space ?f a few decades, the sh?pping landscape changed fr?m ?ne d?minated
by categ?ry-specific ?utlets t? ?ne that featured integrated “?ne-st?p” sh?ps.
Aided by rapid advances in mass distributi?n, many retailers turned their
business t? wareh?using and interests in disc?unt st?res were als? fl?urished.

A rev?luti?n in the
sh?pping habits ?f the pe?ple acr?ss the entire w?rld had virtually br?ught the
supermarket t? the main street. This rev?luti?n was unparalleled in human hist?ry
as it had engendered the devel?pment ?f distributi?n system that delivers f??d
and ?ther pr?ducts t? the c?nsumer in unprecedented abundance, variety and
quality. It had g?ne thr?ugh its natural pr?cess ?f ev?luti?n in all areas fr?m
the initial c?ncept ?f the supermarket and department st?re t? the hypermarket
and sh?pping mall. It was believed that the first true department st?re in the
w?rld was f?unded in Paris in 1852 by Aristide B?ucicaut and was named B?n
Marche. Then, the department st?re business was a bareb?nes ?perati?n. It was ?nly
after W?rld War II that retailers in the West began t? upgrade their services,
facilities and merchandise selecti?n t? ?ffer a fascinating array ?f additi?nal
benefits t? c?nsumers thr?ugh ?rganized retailing.

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In the early part ?f
the twentieth century, the c?nsumers, while sh?pping f?r their h?useh?ld purp?se,
b?ught different pr?ducts at different sh?ps and at different places. It was
back then that chain st?res which existed such as the Great Atlantic and
Pacific Tea C?mpany (n?w kn?wn as the ‘A & P’ chain ?f st?res) started intr?ducing
new meth?ds ?f f??d selling. S??n these chain st?res t?? began t? sell
different pr?ducts under ?ne r??f (?ne-st?p sh?pping). This chain st?re rev?luti?n
had c?mpelled the small merchants t? ?pen self-service st?res ?f their ?wn in ?rder
t? reduce business expenses and c?mpete with chain st?re prices. The
supermarket rev?luti?n was first sparked ?ff its span in the 1920s and by the
1930s; the self- service supermarket c?ncept had bec?me quite p?pular with the
h?usewives. It was sparked ?ff by the success ?f Michael Cullen, an independent
?perat?r wh? ?pened the King Kullen supermarket in Jamaica, New Y?rk. In 1950s,
it had w?n acclaim alm?st thr?ugh?ut America. It was in the mid- 1930s, that A
& P t?? ?pened its first supermarket in the mid-West. Very s??n ?ther
chains f?ll?wed, and large supermarkets started replacing gr?ups ?f small st?res
everywhere. As supermarket grew, they extended the selfservice c?ncept t? ?ther
f??ds besides gr?ceries. In the 1940s, pre-packing ?f f??d and gr?ceries began
and cust?mers liked the speed and c?nvenience ?f picking up a package ?f pr?ducts
that had already been weighed and priced. ?ver a peri?d ?f time, this
pre-packaging and supermarket

?f self- service
had bec?me the rule rather than an excepti?n all ?ver America. By the late
1950s, ab?ut 40% ?f the American p?pulati?n was buying f??d and gr?ceries fr?m
these ?rganized retail st?res.

In the last decade,
the smaller cities have witnessed a change in c?nsumpti?n preferences ?f the c?nsumers
(KPMG, 2009; Dwivedi, 2010). In India, the last tw? years gr?wth in the number ?f
malls in smaller cities has been 55 percent c?mpared t? 26 percent in the metr?p?litan
cities (Khare, 2011). Saturati?n in the gr?wth and number ?f malls in the metr?p?litan
cities has f?rced mall ?perat?rs t? expl?re ?pti?ns in Tier II and III cities.
The smaller cities are attractive due t? l?w rental and ?perating c?sts (KPMG,
2009). The sl?wd?wn experienced by Indian ec?n?my in the last few years has
affected the retail industry.

Devel?pments in direct marketing
and techn?l?gy c?mbined t? make it easier f?r retailers in the latter part ?f
the 20th century t? experiment with different ways ?f reaching the cust?mer.
Catal?g sh?pping experienced resurgence, especially am?ng b?utique retailers
such as P?ttery Barn, Williams S?n?ma, and Vict?ria’s Secret. ?thers pi?neered
such things as televisi?n inf?mercials, and in the pr?cess, created wh?le new
business m?dels and an?ther extensi?n in the channel envir?nment. These meth?ds
paved the way f?r ?nline retailing. With the advent ?f the Internet, eC?mmerce
t??k the industry by st?rm beginning in the 1990s. The d?t-c?m b??m led t? a h?st
?f pure play ?nline retailers and an era ?f fast-m?ving techn?l?gical inn?vati?n
that t?uched virtually every aspect ?f the retail value chain, fr?m pr?duct
devel?pment and sales t? ?perati?ns. As these techn?l?gies entered the wider p?pulace,
a h?st ?f new channels emerged, many at the hands ?f the end c?nsumer. S?cial-netw?rking
sites, ?nline pr?duct reviews, viral marketing, and ?ther f?rms ?f