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Retailers must develop marketing strategies based on overall goals and strategic plans. Retailing goals might include more traffic, higher sales of a specific item, a more upscale image, or heightened, public awareness of the retail operation. The strategies that retailers use to obtain their goals might include a sale, an updated decor, or a new advertisement. The key tasks in strategic retailing are defining and selecting a target market and developing the six Ps of the retailing mix to successfully meet the needs of the chosen target market: the traditional four' Ps plus personnel and presentation, as discussed below.

Defining a Target Market
The first and foremost task in developing a retail strategy is to define the target market. This process begins with market segmentation, the topic of Chapter. Successful retailing has always been based on knowing the customer. Sometimes retailing chains have floundered because management loses sight of the customers the stores should be serving. For example, The Limited experienced phenomenal growth in the 1980s selling trendy apparel to young women, As their customer base matured, however, The Limited missed the opportunity to provide them with fashion options that better reflected the sensibilities of an older consumer.' Furthermore, The Limited moved into careerwear , an unsuccessful strategy that only confused its remaining. Customers and forced the company to close some units.