7.retail Communication Mix
7.retail Communication Mix
7.retail Communication Mix
sales promotions,
store atmosphere,
Web sites,
salespeople,
e-mail,
direct mail,
m-commerce,
community building,
publicity,
and word of mouth.
These elements in the communication mix must be coordinated so
customers have a clear, distinct image of the retailer and are not
confused by conflicting information.
Agenda
Can retailers build brand equity for their stores and
their private-label merchandise?
Why do retailers/brands need to have an integrated
marketing communication program
What steps are involved in developing a
communication program?
Long-term
Build Brand (retailers name)
Image
Create Customer Loyalty
Short-term
Increase Traffic
Increase Sales
Value to Retailers
Attract Customers
Build Loyalty
Higher Prices Leading to
Higher Gross Margin
Reduced Promotional Expenses
Facilitates Entry into New Markets
Allen Solly Allen Solly Women
Value to Customers
Promises Consistent Quality
Simplifies Buying Process
Reduces Time and Effort
Searching for Information
About Merchandise/Retailer
Create a High
Level of
Brand
Awareness
Develop
Favorable
Associations
Brand
Equity
Consistent
Reinforceme
nt
Create Emotional
Connections
Aided Recall
Top Mind Awareness
Stimulates Visits to
Retailer
Fast
Food
French
Fries
Golde
n
Arches
Mc Aloo
Tikki
McDonald
s
Clea
n
Ronald
McDonal
d
16
Communication Methods
Merchandise available
Price range
Special offers
Store locations
Publicity
Publicity is communication through significant unpaid
presentations about the retailer, usually a news story, in
impersonal media.
Newspaper
TV coverage
Word-of-mouth
Can be favorable
Can be detrimental
Social Shopping
A communication strategy in which consumers use Internet
to engage in the shopping process by exchanging
preferences, thoughts, and opinions
Product/service reviews
Comparison of
Communication Methods
Increasing sales
Raise customer traffic
Reinforce brand image
Popularize new stores or products
Enhance customer relations
All-you-can-afford method
The remaining funds
Incremental Method
A percentage is either added or subtracted from one years budget to
determine the next years
Percentage-of-sales Method
Sales used as a base
Objective
Budget
Media/Task
Gain awareness of
working women
Rs. 20,000
Gain attention of
motorist
Rs. 12,000
Gain awareness of
pedestrians
Rs. 15,000
Shopping bags
Content of Messages
Pioneer message,
Competitive message,
Reminder message,
Institutional message
Coordination
Makeup of Sales Force
Qualification, training,
compensation, supervision
Displays
Products
Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.
Alternative Proxies: