An important trend in the Chilean retailing industry has been the increase in format blurring. Consumers can find groceries, electronics, clothes, and house ware items in supermarkets, department stores, drug stores, or home improvement stores. The academic literature suggests that consumers associate certain store formats with specific expectations, thus it is important to understand which are the most important attributes for consumers when shopping at the different retail formats. This investigation explored if consumer store attribute saliency varies for the different retail formats. Twenty interviews were initially held with consumers, which identified twelve store attributes that were salient for four different retail formats: grocery, department, home improvement, and drug store. Furthermore, survey results showed that the saliency of seven of these attributes showed significant differences across formats. © 2008 de Cladea.