Reconsidering Places and Spaces in Retail Business

Our study points out the role and importance of geographic and digital spaces in terms of commercial company strategies. The purpose of the analysis is to shed light on the business challenges caused by the technological and social space revolution of the past decades from the point of view of spatiality. In order to highlight the importance of online and offline spaces and their impact on the sales and location strategy, in our study we analyze the main characteristics of each sales space separately, chronologically. The findings of our synthesis point out the importance of developing space-oriented, space-bound location and distribution strategies in order to achieve and maintain business success. Our most important conclusion is that today's retail strategy is a strategy integrated both online and offline, as a result of which retail companies are able to implement the omnichannel marketing concept.