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Retail Promotion

Retail Promotion. Any form of communication used to inform the public about the business’s merchandise or services. Types of Retail Promotion. Sales Promotions -techniques used by retailers to get customers into the store (contests, coupons)

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Retail Promotion

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  1. Retail Promotion Any form of communication used to inform the public about the business’s merchandise or services

  2. Types of Retail Promotion • Sales Promotions -techniques used by retailers to get customers into the store (contests, coupons) • Publicity and public relations -unpaid mention of the business (sponsor a team, trash pickup) • Advertising -paid message a business sends to the public (Internet, TV, magazine) • Personal selling -contact directly between the retailer and the customer (salesperson)

  3. Promotional Mix • The way a retailer combines the four types of promotion to communicate with customers • The four parts work together to enhance the store’s image

  4. Promotional Objectives • Increasing profit • Manage stock • Reduce inventory • Move inventory through • Build goodwill

  5. Customer Service • Personalized service increases sales • Contributes to a favorable image • Part of relationship marketing-strategies a business uses to stay close to customers even after the sale • Goal is to make customers want to come back

  6. Traditional Customer Service • Courteous sales people • Helpful employees • Employees take an interest in customers • Employees practice tolerance • Employees are friendly

  7. Customer Service Today • All of the traditional methods AND • Child care while you shop • Restaurants close to or within the store • Gift wrapping • Free delivery • Check cashing Can you think of any other customer service methods used today?

  8. Online Customer Service • Chats • 24 hour telephone representatives • Email in concerns or questions

  9. It All Works Together to Meet Promotional Objectives Visual Merchandising Publicity Personal Selling Customer Service

  10. Promotional Ethics • Greenwashing • Pretending to be environmentally conscious to cover up activities that are not • Bait and Switch • Lure the customer in with a deal , but only offer a higher priced option once they get there • Shilling • Paying people to appear as unpaid spokespeople • False endorsement to inspire other people to buy • Spamming • Emailing unwanted emails (junk emails) • Marketing to Children

  11. Consumer Bill of Rights • In 1960 • President Kennedy • 6 rights What are these rights? What do they mean? Give an example.

  12. Customer Satisfaction • Employee actions and attitudes • Management actions and attitudes

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