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RETAIL PROMOTIONS

Presented byK.Rajeswari

KCT Business School

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Retail promotion

Retail promotion includes any communication by a retailer that

informs,persuades and/or reminds the target market about any aspect of

that firm.

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Elements of the retail promotional

mix Advertising

Public relations

Personal selling Sales promotion

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Advertising Advertising is a paid,non-personalcommunication

transmitted through out of store mass media by an

identified sponsor.

Four aspects of this definition

Paid form - distinguishes from publicity Nonpersonal - std msg delivered to entire

presentation audience

Out of store -newspapers,radio,TV,web

mass media Identified sponsorsponsors name is clearly divulged

unlike publicity

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Objectives

Lifting short term sales.

Increasing customer traffic.

Developing and/or reinforcing a retail image.

Informing customers about goods and services and/or company

attributes.

Developing demand for private brands

Creating awareness about the product or store .

Communicate information ,in order to create a specific image in the

customers mind interms of the store merchandise ,price

quality,benefits,etc.

Create a desire to buy a product.

To communicate the stores policy on various issues

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Advantages

A large audience is attracted.

Costs per viewer ,reader,or listener are low.

A number of alternative media are available.

Retailer has control over message content, graphics,timing and size.

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Disadvantages

Standardized messages lack flexibility .They do not focus on the needs of

individual customers.

Require large investments.

A 30 sec TV commercial or small newspaper ad does not have many

details.

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Media Papers

White pages telephone directory

Direct mail

Radio

TV ads

Web

Transit advertising

Outdoor advertising

Magazine

Single page (flyers) or multiple-page (circulars) ads

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Objectives

Increase awareness of the retailer and its strategy mix.

Maintain or improve the company image.

Show the retailer as a contributor to the communitys quality of life.

Present a favourable message in a highly believable manner. Minimize total promotion costs.

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Advantages An image can be presented or enhanced.

There are no costs for message time or space.

A mass audience is addressed.

People pay more attention to news stories than to clearly

identified ads.

Disadvantages Some retailers do not believe in spending any funds on

image-related communication.

It may be more suitable for shortrun,rather than long-

run,planning.

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Personal selling

It involves oral communication with one or more prospective customers

for the purpose of making a sale.

Retail salespeople may work in a store ,visit consumer homes or places of

work or engage in telemarketing.

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Objectives Persuade customers to buy.

Stimulate sales of impulse items or products related to customers basic

purchases.

Feedback information to company decision makers.

Provide proper levels of customer service.

Improve and maintain customer satisfaction.

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Disadvantages Only a limited number of customers can be handled at a given time. The costs of interacting with each customer can be high.

Self-service may be discouraged.

Some customers may view salespeople as unhelpful and as too aggressive.

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Types Order - taking sales person.

Order - getting sales person.

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Personal selling Functions

Sales person

Demonstratesgoods/services

Shows

merchandise

Answersobjections

Closes thesale

Greets

customers

Determines

customer

wants

Gives a sales

presentation

feed

back

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THANK YOU