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Le geomerchandising dans la grande distribution alimentaire française : une approche exploratoire

Author

Listed:
  • Gérard Cliquet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Dany Vyt

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

From a mass merchandising based on consumer homogeneity, distributors tend to a more local approach in their policy. They also include the potential trading areas diversity in their thoughts. Geomerchandising, as the merchandising local adaptation, designates those territorial considerations. This paper is grounded on an exploratory method based on in depth interviews. First, we present principles and actors. Then, we see literature poverty about this subject, which is however so tactical and strategic for retail networks viability. We show this tool integrates itself in a space-time dynamic action, which must satisfy at the same time, local characteristics expectations and global management from the network. Finally, we see however that lot of technical and logistical constraints limit complete local adaptation of assortments.

Suggested Citation

  • Gérard Cliquet & Dany Vyt, 2003. "Le geomerchandising dans la grande distribution alimentaire française : une approche exploratoire," Post-Print halshs-00271769, HAL.
    • Handle: RePEc:hal:journl:halshs-00271769
    as

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