2.2.4 Place GapFill

There are two main methods of   allotment allocation supplydistribution which make up the "place" in the 4Ps of the marketing   shuffle combine mix merge  (product, price, place and promotion).  These are retailers and e-tailers, which is also known as e-commerce.  Retailers have shops in the high street, in shopping centres, in malls or in outlet villages and are physical places where customers can go.  The main advantage of trading as a   profit retailer promotion seller is that shopping is an experience and customers like to go and browse in a store.  The retailer can make attractive displays to persuade the customer to buy.  The customer can also touch and feel and try on clothes or get advice from sales assistants.  This all builds customer  loyalty likes time truth and trust in the brand, and with this loyalty comes repeat business.  The disadvantages for customers can be the queues, overly busy shops and having to carry heavy goods home; sometimes, shopping online would be more convenient for the customers.  Some shops, such as Hollister, recognise this and try to make being in their stores an exciting and unusual experience, which gives them a USP and a competitive   disadvantage clout lead advantage  over their rivals.  E-tailers or   d-commerce a-commerce e-commerce f-commerce businesses have no physical shops and trade only online.  Some trade as their own brand - for example ASOS or Pretty Little Things - while other companies act as a platform for a number of smaller traders to sell online.  These platforms are companies such as Amazon, eBay and Etsy as well as Not on the High Street.  The main advantage for a business of being an e-tailer is that it can be set up with a smaller  investment money revenue  income  than a retailer as there are no premises to rent or buy.  This will keep the overheads low, and this may allow the business to undercut the competition.