1 chapter 6 retail marketing faiza nasir. 2 retail marketing strategies creating footfalls in the...
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Chapter Chapter 66
Retail MarketingRetail Marketing
Faiza NasirFaiza Nasir
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Retail Marketing StrategiesRetail Marketing Strategies
• Creating footfalls in the store• Converting browsers into shoppers
Build the Store Brand
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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
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ProductProduct PricePrice Placement / LocationPlacement / Location Promotions & EventsPromotions & Events PeoplePeople PresentationPresentation Process / ProcedureProcess / Procedure
Retail Marketing MixRetail Marketing Mix
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Elements of the Promotional MixElements of the Promotional Mix
AdvertisingAdvertising Public RelationsPublic Relations Personal Selling Personal Selling Micro MarketingMicro Marketing Sales PromotionSales Promotion
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Selected Reasons Why Retail Sales Selected Reasons Why Retail Sales Are LostAre Lost
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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