A. “Trading up” and taking customers from more exclusive stores:

While this strategy may be employed by specific retailers aiming to capture a higher-end market, it does not represent a broad industry-wide shift in mass retailing. Mass retailing typically targets a wide range of consumers with diverse budgets.

It involves offering products at various price points to appeal to a broad customer base. “Trading up” would involve focusing on higher-end, more exclusive products, which is not aligned with the core principles of mass retailing.

Additionally, “trading up” could potentially alienate the existing customer base of a mass retailer who may not be willing or able to shift to higher-priced items. This strategy may work for certain niche or specialty retailers, but it does not reflect a significant industry-wide trend in mass retailing.

B. Selling only the most expensive merchandise:

This option directly contradicts the basic concept of mass retailing, which is centered around offering a wide range of products to cater to a broad customer base. Mass retailers are known for providing products at various price points, from budget-friendly options to mid-range and even some higher-end selections.

Restricting the product range to only the most expensive merchandise would limit the accessibility and appeal of the store to a large portion of its target market.

C. Opening dramatically larger supercenters:

While supercenters have been a popular format for some retailers, there is no widespread industry-wide shift towards opening dramatically larger ones. In fact, recent trends have seen retailers moving towards smaller, more streamlined stores that offer a curated selection of products.

This allows for more focused and efficient operations, as well as the ability to adapt to changing consumer preferences and shopping behaviors.

Opening dramatically larger supercenters would also require significant investment in terms of real estate, construction, and operational costs. This may not be financially feasible or strategically advantageous for many mass retailers, especially in the face of increasing competition and the rise of e-commerce.

E. Cutting back on their online presence:

This option contradicts the prevailing trend in the retail industry, where businesses are actively recognizing the importance of having a strong online presence. With the continuous growth of e-commerce, retailers are actively seeking to enhance their online platforms and reach a wider audience through digital channels.

Reducing or cutting back on their online presence would limit a retailer’s ability to tap into the growing online market and potentially alienate a significant portion of their customer base who prefer or rely on online shopping.

It would also be a step in the opposite direction of the industry’s broader efforts to integrate digital and physical retail experiences to create seamless omnichannel shopping experiences for consumers.

In summary, the correct answer, operating stores with less square footage, reflects a significant industry-wide trend in mass retailing, driven by changing consumer preferences and the need for more efficient and sustainable operations.

The other options do not align with the core principles and strategies of mass retailing and are not indicative of the prevailing trends in the industry.