TO SURVIVE, RETAILERS HAVE TO OFFER SERVICE AT A GOOD PRICE.(CAPITALAND REPORT)

Byline: Christopher Ringwald Business writer

Where has retail been and where is it headed? Ask a dedicated shopper, like Donna Murray of Troy.

A state worker and mother of two, Murray's habits with her wallet offer several clues to the demands that retailers will have to meet in order to survive - to say nothing of prospering - in difficult times. Like millions of other shoppers, Murray is looking for quality at the right price, good service and convenience.

"I like BJ's Wholesale Club, which is good for appliances, like TVs and phones," she said. "My clothing favorite is The Express, and J.C. Penney and Sears are good for their return policies. My kids like The Gap and County Seat, places where you get a fair price on a pair of jeans."

Murray's list of favorite shopping stops is a roster of store chains that have set out to deliver quality, unadorned by designer labels, at low cost and with attentive service. Mainline department stores, she said, are "too expensive, or the stuff I can afford is not good quality." However, she added, "I do go to Macy's for skin care products."

Like most customers these days, Murray looks for ease of access, as well as for value and service. During the week she shops on …