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Chapter 6

Chapter 6. Retail Marketing. Faiza Nasir. Retail Marketing Strategies. Creating footfalls in the store Converting browsers into shoppers Build the Store Brand. Store Positioning. Does the store’s positioning stand the test of time? Does the store communicate what it actually delivers?

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Chapter 6

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  1. Chapter 6 Retail Marketing Faiza Nasir

  2. Retail Marketing Strategies • Creating footfalls in the store • Converting browsers into shoppers Build the Store Brand

  3. Store Positioning • Does the store’s positioning stand the test of time? • Does the store communicate what it actually delivers? • Customers look for benefits and not the features of the store.

  4. Retail Marketing Mix • Product • Price • Placement / Location • Promotions & Events • People • Presentation • Process / Procedure

  5. Elements of the Promotional Mix • Advertising • Public Relations • Personal Selling • Micro Marketing • Sales Promotion

  6. Advertising Objectives for Retailers • Lifting short-term sales • Increasing customer traffic • Developing and/or reinforcing a retail image • Informing customers about goods and services and/or company attributes • Easing the job for sales personnel • Developing demand for private brands

  7. Advertising Media Comparison Chart

  8. Advertising Media Comparison Chart

  9. Advertising Media Comparison Chart

  10. Public Relations / Publicity Objectives for Retailers • Increase awareness of the retailer and its strategy mix • Maintain or improve the company image • Show the retailer as a contributor to the public’s quality of life • Demonstrate innovativeness • Present a favorable message in a highly believable manner • Minimize total promotion costs

  11. Personal Selling Objectives for Retailers • Persuade customers to buy • Stimulate sales of impulse items or products related to customers’ basic purchases • Complete customer transactions • Feed back information to company decision makers • Provide proper levels of customer service • Improve and maintain customer satisfaction • Create awareness of items also marketed through the Web, mail, and telemarketing

  12. Types of Sales Positions • Order-taker • Order-getter Personal Selling: When Self-Service Isn’t Appropriate

  13. Types of Sales Promotions • Displays • Contests • Sweepstakes • Coupons • Frequent shopper programs • Prizes • Samples • Demonstrations • Referral gifts • Other limited-time selling efforts

  14. Sales Promotions Objectives for Retailers • Increasing short-term sales volume • Maintaining customer loyalty • Emphasizing novelty • Complementing other promotion tools

  15. Selected Reasons Why Retail Sales Are Lost

  16. Terms to Remember • POS vs POP promotion / display • ATL vs BTL mechanism • Push vs. Pull technique

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