Two retailers, ideally different formats, should then be selected as alternative places to purchase the product. For example, one might compare the experience of buying a used car from a dealership as opposed to an independent used car lot; purchasing a suit from a specialty clothing store as opposed to a department store; golf clubs from a pro shop as opposed to sporting goods store; or television from Best Buy as opposed to Sams Club.

	Store A	Store B
Description of customer base/segment shopping at this store (demographic, psychographic, etc.)
Knowledge of customer about the product when entering store
Type and extent of customer assistance provided
Breadth of assortment of product line
the way the customer decides among the available options
Returns policy and warranty
Decision process (who is involved and who plays which role)
Time required to arrive at a purchase decision
Type of payment used and financing used
Other products purchased in the same shopping trip