11

Chapter Chapter 66

Retail MarketingRetail Marketing

Faiza NasirFaiza Nasir

22

Retail Marketing StrategiesRetail Marketing Strategies

• Creating footfalls in the store• Converting browsers into shoppers

Build the Store Brand

33

Does the store’s positioning stand the test Does the store’s positioning stand the test of time?of time?

Does the store communicate what it Does the store communicate what it actually delivers?actually delivers?

Customers look for benefits and not the Customers look for benefits and not the features of the store.features of the store.

Store PositioningStore Positioning

44

ProductProduct PricePrice Placement / LocationPlacement / Location Promotions & EventsPromotions & Events PeoplePeople PresentationPresentation Process / ProcedureProcess / Procedure

Retail Marketing MixRetail Marketing Mix

55

Elements of the Promotional MixElements of the Promotional Mix

AdvertisingAdvertising Public RelationsPublic Relations Personal Selling Personal Selling Micro MarketingMicro Marketing Sales PromotionSales Promotion

66

Advertising Objectives for RetailersAdvertising Objectives for Retailers

Lifting short-term salesLifting short-term sales Increasing customer trafficIncreasing customer traffic Developing and/or reinforcing a retail Developing and/or reinforcing a retail

imageimage Informing customers about goods and Informing customers about goods and

services and/or company attributesservices and/or company attributes Easing the job for sales personnelEasing the job for sales personnel Developing demand for private brandsDeveloping demand for private brands

77

Advertising Media Comparison Advertising Media Comparison ChartChart

MediumMedium Market CoverageMarket Coverage Particular SuitabilityParticular Suitability

Daily Papers Single community or entire metro area; local editions may be available

All larger retailers

Weekly Papers Single community usually; may be a metro area

Retailers with a strictly local market

Shopper Papers Most households in one community; chain shoppers can cover a metro area

Neighborhood retailers and service businesses

Phone Directories Geographic area or occupational field served by the directory

All types of goods and service-oriented retailers

Direct Mail Controlled by the retailer New and expanding firms, those using coupons or special offers, mail order

88

Advertising Media Comparison Advertising Media Comparison ChartChart

MediumMedium Market CoverageMarket Coverage Particular SuitabilityParticular Suitability

Radio Definable market area surrounding the station

Retailers focusing on identifiable segments

TV Definable market area surrounding the station

Retailers of goods and services with wide appeal

World Wide Web Global All types of goods and service-oriented retailers

Transit Urban or metro community served by transit system

Retailers near transit routes, especially those appealing to commuters

Outdoor Entire metro area or single neighborhood

Amusement and tourist-oriented retailers, well-known firms

99

Advertising Media Comparison Advertising Media Comparison ChartChart

MediumMedium Market CoverageMarket Coverage Particular SuitabilityParticular Suitability

Local Magazines Entire metro area or region, zoned editions sometimes available

Restaurants, entertainment-oriented 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

1010

Public Relations / Publicity Public Relations / Publicity Objectives for RetailersObjectives for Retailers

Increase awareness of the retailer and its Increase awareness of the retailer and its strategy mixstrategy mix

Maintain or improve the company imageMaintain or improve the company image Show the retailer as a contributor to the Show the retailer as a contributor to the

public’s quality of lifepublic’s quality of life Demonstrate innovativenessDemonstrate innovativeness Present a favorable message in a highly Present a favorable message in a highly

believable mannerbelievable manner Minimize total promotion costsMinimize total promotion costs

1111

Personal Selling Objectives Personal Selling Objectives for Retailersfor Retailers

Persuade customers to buyPersuade customers to buy Stimulate sales of impulse items or products Stimulate sales of impulse items or products

related to customers’ basic purchasesrelated to customers’ basic purchases Complete customer transactionsComplete customer transactions Feed back information to company decision Feed back information to company decision

makersmakers Provide proper levels of customer serviceProvide proper levels of customer service Improve and maintain customer satisfactionImprove and maintain customer satisfaction Create awareness of items also marketed Create awareness of items also marketed

through the Web, mail, and telemarketingthrough the Web, mail, and telemarketing

1212

Types of Sales PositionsTypes of Sales Positions

Order-takerOrder-taker Order-getterOrder-getter

Personal Selling: When Self-Service Personal Selling: When Self-Service Isn’t AppropriateIsn’t Appropriate

1313

Types of Sales PromotionsTypes of Sales Promotions

DisplaysDisplays ContestsContests SweepstakesSweepstakes CouponsCoupons Frequent Frequent

shopper shopper programsprograms

PrizesPrizes SamplesSamples DemonstrationsDemonstrations Referral giftsReferral gifts Other limited-Other limited-

time selling time selling efforts efforts

1414

Sales Promotions Objectives Sales Promotions Objectives for Retailersfor Retailers

Increasing short-term sales volumeIncreasing short-term sales volume Maintaining customer loyaltyMaintaining customer loyalty Emphasizing noveltyEmphasizing novelty Complementing other promotion toolsComplementing other promotion tools

1515

Selected Reasons Why Retail Sales Selected Reasons Why Retail Sales Are LostAre Lost

1616

Terms to RememberTerms to Remember

POS vs POP promotion / displayPOS vs POP promotion / display

ATL vs BTL mechanismATL vs BTL mechanism

Push vs. Pull techniquePush vs. Pull technique