Retailers are facing the toughest environment for nearly a decade.  How tough depends on who you are.

OC&C’s research, looking at the performance of retailers over 20 years, shows who are likely to be the clear winners and losers in a downturn.  The three critical observations are that:

• Large ticket discretionary categories suffer most
• Strong players can ride out the storm
• Offering value for money rather than becoming a value player is critical to success

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