What marketing lessons can retailers learn from the recession?

Economic recession has hit hard at both manufacturers and retailers in the UK. However, within the generally gloomy picture there are areas of success and growth. The argument in this article is that we should now be asking what marketing lessons retailers can learn from the recession. This is important to surviving the short‐run and making the most of new market opportunities as they arise in the longer term. Ten such lessons are outlined below, as a starting point for reviewing the position facing a retail company in the 1980s, and to stimulate thought and discussion within such companies.