The retail value proposition (RVP) is the package of benefits, the value offering, that a retailer delivers to its customers. In other words, the RVP is what the retailer offers to customers in exchange for their money, time, effort and loyalty. One way to think about RVP is to equate it to the retail "brand" or identity, that is, what the retailer stands for in the marketplace. This note describes a way of thinking about how all retailers differentiate themselves from one another on their customer value propositions.
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