The changing pattern of American retailing

Received wisdom is that retail change starts in America and later spreads to major western European countries. This was certainly true until the early 1970s when France took the lead in innovation, blinding the retail world with its dazzling regional shopping centres and its massive hypermarkets. To this day the Americans have not succeeded in selling food and non‐food under the same roof with the same panache as the French. But in recent years the Americans have revived their capacity for innovation, especially in the development of speciality chains, some of them sharply focussed in marketing terms and closely supported by the latest in automated systems. Then again, in supermarkets there has been the development of different formats within specific store type categories, of which the food‐drug combination store and the “hybrid” warehouse store are two interesting examples. Lastly there have been significant technological developments in cable TV and viewdata systems, and a number of test teleshopping systems are already in operation. In this first of an irregular series of articles on American retailing, Dr David Rogers outlines these changes, some of which will be discussed in more detail in subsequent features.