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Retail Marketing

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The convenience store that we are choosing is 7-eleven. It is the world’s largest convenience store chain with more than 53,000 stores in 16 countries, of which more than 10,400 are in North America, and the company has more outlets than any other retailer or food service provider. 7-eleven was founded in 1927 in Dallas, Texas and it pioneered the convenience store concept during its first years of operation as an ice company when its retail outlets began selling milk, bread and eggs as a convenience to guests (7-eleven.com).

Back then, in 1927, “Uncle Johnny” Jefferson Green, an enterprising Southland Ice Company employee, began to offer milk, bread and eggs from the ice house. He quickly notice a need to carry these items for …show more content…

Firstly, people are an essential ingredient in service provision. Recruiting and training the right staff is required to create a competitive advantage. Customers make judgments about service provision and delivery based on the people representing your organisation. Example, the praise received by the volunteers (games makers) for the London 2012 Olympics and Paralympics demonstrates the powerful effect people can create during service delivery. Staff require appropriate interpersonal skills, aptititude, and service knowledge in order to deliver a quality service (Service marketing mix n.d.).

Secondly, process is used to deliver the service. Imagine a customer walks into Burger King and get it delivered within 2 minutes. What was the process that allowed them to obtain an efficient service delivery? All services need to be underpinned by clearly defined and efficient processes. This will avoid confusion and promote a consistent service. In other words processes mean that everybody knows what to do and how to do it (Service marketing mix n.d.).

Thirdly, physical evidence is about where the service is being delivered from. It is particularly relevant to retailers operating out of shops. Physical evidence can be used to charge a premium price for a service and establish a positive experience. For example all hotels provide a bed to sleep on but one of the things affecting the price charged, is the

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