With retailers developing multi-channel formats in order to target different types of consumer, the entire retail environment is undergoing significant change. Previously held best retailing practices are being called into question as businesses explore new and more diverse channels so as to offer the consumer the ultimate choice of shopping opportunities.

Consumer shopping activity can be seen to vary according to whether it is viewed as a chore or desire activity. With "chore" shopping in particular, recent research shows that more and more consumers are choosing stores for their proximity, or are turning to online shopping, often foregoing price savings for convenience.

It is clear that retailers will increasingly need to define their offer by consumer typology and values rather than by their own products and services. Equally retailers need to address how uniqueness can be sustained in an increasingly competitive and multi-channel market. The rise of the specialist is one example of how targeting market sectors through focused retail channels can bring huge rewards.

MarketLoop is written specifically for the benefit of senior professionals in the business of marketing, aiming to provide an objective analysis of key consumer issues that impact directly on the success of marketing operations today.

For further information, contact Martin Payne at Through the Loop Consulting Ltd on +44 20 8334 6300 or email at martin@throughtheloop.com