RESEARCH: HOW DOES IT BENEFIT THE RETAILER?

For many retailers, research is something they undertake because they have a vague feeling they ought to do so, rather than because they anticipate any concrete benefits. It is the kind of attitude which prompted large retail organisations, years ago when the magic of electronic data processing first appeared on the horizon, to order expensive computers and then use them for paying wages. In this paper Dr Thorpe outlines the ‘external’ areas from which retailers might be expected to benefit from research, such as site selection and logistics of supply, and then of the ‘internal’ areas — merchandising and labour management. This is a summarised version of a paper read at the GDI conference at Zurich.