Retail Marketing

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 Retail Marketing Strategies
• Creating footfalls in the store
• Converting browsers into shoppers

Build the Store Brand

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 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.

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

4
 Elements of the Promotional Mix
• Advertising
• Public Relations
• Personal Selling
• Micro Marketing
• Sales Promotion

5
 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

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 Advertising Media Comparison Chart
Medium Market Coverage
Daily Papers Single community or entire
metro area; local editions
may be available
Weekly Papers Single community usually;
may be a metro area
Shopper Papers Most households in one
community; chain shoppers
can cover a metro area
Phone Directories Geographic area or
occupational field served by
the directory
Direct Mail Controlled by the retailer
Particular Suitability
All larger retailers
Retailers with a strictly
local market
Neighborhood retailers
and service businesses
All types of goods and
service-oriented retailers
New and expanding
firms, those using
coupons or special offers,
mail order
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 Advertising Media Comparison Chart
Medium Market Coverage Particular Suitability

Radio Definable market area Retailers focusing on

surrounding the station identifiable segments

TV Definable market area Retailers of goods and

surrounding the station services with wide
appeal
World Wide Web Global All types of goods and
service-oriented retailers

Transit Urban or metro Retailers near transit

community served by routes, especially those
transit system appealing to commuters
Outdoor Entire metro area or Amusement and tourist-
single neighborhood oriented retailers, well-
known firms
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 Advertising Media Comparison Chart
Medium Market Coverage Particular Suitability

Local Magazines Entire metro area or Restaurants,

region, zoned editions entertainment-oriented
sometimes available firms, specialty shops,
mail-order firms

Flyers/ Circulars Single neighborhood Restaurants, dry

cleaners, service
stations, and other
neighborhood firms

Billboard / Sign board

Advertising for Pedestrians and Motorists

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 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

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 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

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 Types of Sales Positions
• Order-taker
• Order-getter

Personal Selling: When Self-Service

Isn’t Appropriate

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 Types of Sales Promotions

 Displays  Prizes
 Contests  Samples

 Sweepstakes  Demonstrations

 Coupons  Referral gifts

 Frequent shopper  Other limited-time

programs selling efforts

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

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Selected Reasons Why Retail Sales Are Lost

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Various Stages of
the Wheel of
Retailing