Small Is Beautiful: The Re-Emergence of The Convenience Strategy

Abstract

For much of the last few decades it has appeared canonical that "bigger is better"
in the physical size of retail stores. In practice, the grocery and general merchandise
categories have seen tremendous increases in average store size. Academic literature
points to many benefits of size. Advances in information technology and logistics,
however, have provided a platform for a cost and quality competitive small store
format. The viability and strategic functional choices of the small store, "convenience"
strategy is explored.