Latest Cannondale Study Suggests New Retailer Segmentation Approach
WILTON, Conn. -- As discount and drug stores add more space for food and supermarkets add more nonfood sections, retailers have moved to the muddled middle and shoppers no longer distinguish retailers along channel lines, according to a new study from Cannondale Associates here, "Redefining the Retail Landscape." The study, produced in conjunction with panel provider Lightspeed Research, finds that shoppers choose where to shop based on a retailer's ability to deliver what they're looking for, whether it's the lowest prices, bulk sizes, or unique products.