Retailing in Europe: 20 years on

Abstract

This article reviews retail change in Europe over the past 20 years. The sociocultural context of retailing in Europe is briefly discussed before macro level changes in the relative scale of Europe's largest retail organizations over this period are explored. Three underlying themes to retail change are then discussed – the emergence of new markets, in relation to geographical, product, service and channel diversity; the evolution of the retailer as a brand, encompassing an holistic multifaceted conceptualization involving product, store and organizational dimensions; and the role of time as a competitive element through consumer and business behaviours, and in terms of the pace of strategy implementation. Finally, looking forward the study concludes with a number of underlying themes in the approaches taken by European retail organizations

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