Each retail activity, regardless its financial base is related to applying various
marketing tools and territorial strategies. At present, the application of key retail
marketing is associated with a wide range of activities, developing retailer, allocating
sufficient capital and adapting to the market conditions of the area. Successful retail
companies have become easy to copy, therefore they are constantly trying to innovate
and looking for new opportunities in the battle for their customers. In the domestic
market which is torn by strong multinational competitors, our retailers are able to
ensure the right timing and adjusting marketing only by forming alliances such as
COOP Jednota Slovakia. Using guided dialogue and laser device for measuring the
distance we have revealed many deficiencies in the implementation of unified marketing
strategies and we obtained data for the calculation of location indicators in different
types of sales forms. The paper also includes the evaluation of areal retail marketing
and its subsequent adaptation to the conditions of the region, together with the strategic
deployment and innovation of different types of stores in the area. In the conclusions, we
give suggestions for more effective retail marketing, innovations and application of
positioning strategies that will contribute to the increase in sales and the efficiency in
the consumer cooperative COOP Jednota Brezno.
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