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Retail Communication Mix

Retail communication is an integral part of a retailer's marketing strategy used to inform customers about the retailer, merchandise, and services. A retail communication program refers to schemes conducted by retailers to inform customers about products, services, and stores. There are two aspects of retail communication: internal communication with employees, and store-to-customer communication to form the retail brand. Effective retail communication informs, persuades, and reminds customers about products and services to build brand image, create loyalty, increase traffic, and increase sales.

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Ankita Gharai
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2K views16 pages

Retail Communication Mix

Retail communication is an integral part of a retailer's marketing strategy used to inform customers about the retailer, merchandise, and services. A retail communication program refers to schemes conducted by retailers to inform customers about products, services, and stores. There are two aspects of retail communication: internal communication with employees, and store-to-customer communication to form the retail brand. Effective retail communication informs, persuades, and reminds customers about products and services to build brand image, create loyalty, increase traffic, and increase sales.

Uploaded by

Ankita Gharai
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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RETAIL COMMUNICATION

MIX

- ANKITA GHARAI
INTRODUCTION

Communication is an integral part of the


retailer’s marketing strategy. Primarily,
communication is used to inform the customers
about the retailer, the merchandise and the
services.
RETAIL COMMUNICATION
PROGRAM
Retail communication program refers to the
programs or schemes conducted by the retailers to
inform the customers about their product, services
and also about there Retail store.
TWO ASPECTS OF RETAIL
COMMUNICATION
• Internal Retail Communication: The way you
communicate with your employees is likely to be
reflected in how they interact with your
customers.
• Store To Customer Retail Communication:
Communication with the customers, that will
help to form the backbone of the retail brand.
KEY FUNCTIONS OF RETAIL
COMMUNICATION
1. Informing: Retailers provide
information about themselves
and the products or services
offered by them.
• Example: Retail stores like
Big Bazaar, Reliance fresh
advertise about their stores and
schemes through newspapers
and pamphlets.
2. Persuading: Persuading involves asking people
to visit the store and purchase the products.
• Example: Distributing discount coupons
through newspapers and motivate them to buy
products.
3. Reminding: It involves reminding its
customers frequently about its products and
services so that customer loyalty increases.
• Example: Introducing new promotional
strategies and conducting loyalty programs are a
part of this function.
OBJECTIVES OF RETAIL
COMMUNICATION

I. Long-term
• Build Brand (retailer’s name) Image
• Create Customer Loyalty
II. Short-term
• Increase Traffic
• Increase Sales
OBJECTIVES OF RETAIL
COMMUNICATION

I. Long-term
• Build Brand (retailer’s name) Image
• Create Customer Loyalty
II. Short-term
• Increase Traffic
• Increase Sales
IMPORTANCE
 DISTINGUISHING BRANDS:
A brand is a distinguishing name or symbol, such
as a logo, that identifies the products or services
offered by a seller and differentiates those products
and services from the offerings of competitors.
IMPORTANCE
Value of Brand Image (Brand Equity):
Brand equity is a marketing term that describes a
brand’s value. That value is determined by consumer
perception of and experiences with the brand.
 Attract Customers
 Builds Loyalty
 Higher Prices Leading to Higher Gross Margin
 Reduced Promotional Expenses
 Facilitates Entry into New Markets (Example:
GAP Kids)
Building Brand Equity:
The activities that a retailer needs to undertake to
build brand equity for its firm or its private-label
merchandise are:
i. Brand Awareness: Brand awareness refers to a
potential customer’s ability to recognize or
recall that the brand name is a particular type of
retailer or product/service.
Example: Home Depot, Zara.
ii. Brand Associations: Brand associations are
anything linked to or connected with the brand
name in a consumer’s memory.
Example: McDonald’s Brand Association

French
French Gold
Gold
Fries
Fries Arches
Arches

Ronald
Ronald Fast
Fast Food
Food
McDonald
McDonald
Big
Big Mac
Mac
iii. Consistent Reinforcement: Retailers need to
develop an integrated marketing communication
program- a program that integrates all the
communication elements to deliver a
comprehensive, consistent message to all
customers over time.
Extending the Brand Name: A firm marketing
a product with a well-developed image uses the
same brand name in a different product category.
Example: GAP – GAP Kids; Coca-Cola – Diet
Coke.
CONCLUSION

Thus, Retail Communication is needed to build


appealing brand images, attract customers to stores
and internet sites and encourage them to buy
merchandise.

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