Executive Summary

This blog has been created to displays the writer's secondary research into pop-up shops to gain inspiration which will influence the writer's own pop-up shop and marketing strategies. This will allow the writer to compare and contrast the efforts of existing retailers in the pop-up and concept store industry, also allowing them to make informed decisions when it comes to creating their own.

Walmart Wheel of Retailing

(Spa Botanica, 2012, Walmart Logo)

From the 1970s to the 1990s, Wal-Mart emerged at the low end of the market, offering customers low prices through efficient operations. However over time the retailer became ‘fat’ as a result of letting their prices increase. This was as a result of upgraded facilities and improved service which in turn increased the retailer’s prices. Through this, the brand became replaceable and was turned down for lower priced competitors- and thus the cycle was complete (Gilmore. D, 2007).

This theory again contrasts the groups pricing strategy as Solent Reds can only obtain their products from one supplier, who has a fixed selling price for the goods. This prevents the brand being able to move through the Wheel of Retailing.