The proposition is the ‘complete package’ that the customer experiences with a retailer. It is a combination of products and services, and is delivered as a physical retail shop, a pureplay digital site or any combination of channels, touchpoints and media. It is more emotional that just a product. But more functional than just a brand image.

The proposition is important for everyone involved in a retail business. It helps them to understand the fundamental parameters that they can work within. It clearly defines the boundaries of what they can produce. Best practice businesses keep their shape, they keep their balance and their proportions. They keep the beauty of a simple proposition, no matter how large they become.