What Are Retail Communications?

RETAIL COMMUNICATION

• Retail communications are the internal communications between a

retailer's corporate management team, field and store employees on what
tasks to perform
• Initiatives come from HQ and into stores where the execution of revenue-
driving ideas happens, but stores also send back essential feedback and
insights necessary for decision-making.
 WHAT IS RETAIL IMAGE

•
The retail image relates generally to the way a retailer is perceived by its customers. To
create and maintain the best possible image, a retailer must follow a multistep and
ongoing process in which all the components need to be considered, including target-
market characteristics, retail positioning, marketing communications, merchandise
assortment, customer services, price levels, store location and physical facilities. For
grocery retail chains, it is necessary to consolidate a consistent image among branches
WHY COMMUNICATION IS IMPORTANT IN
RETAIL

1.   Improve Customer Satisfaction

2.  Deepen Trust in Your Brand
3.  Optimize Frontline Employee Engagement
4.  Boost Employee Retention
5.  Strengthen Respect Between Employees and Management
6.  Increase Revenue and Reduce Costs
WHY IMAGE IS IMPORTANT IN RETAIL

• To show the importance of communicating with customers and examine the concept of
retail image
• To describe how a retail store image is related to the atmosphere it creates via its
exterior, general interior, layout, and displays, and to look at the special case of non
store atmospherics
• To discuss ways of encouraging customers to spend more time shopping
• To consider the impact of community relations on a retailer’s image
ELEMENTS OF THE MARKETING COMMUNICATIONS MIX
COMMUNICATION MIX

• Advertising
Advertising is one of the most obvious examples of marketing communications, but it is important
to recognise that advertising and marketing are not one and the same thing. Marketing is a broader
term used to describe the collection of tools and approaches adopted by an organisation to promote its
products and services.

• Direct Marketing
Direct marketing refers to marketing communications which are directly presented to a target market .
Typically, direct marketing includes what is known as a 'call to action' and this is a technique which is
designed to stimulate the consumer to make a purchase decision. A call to action might be delivered
through targeted emails, or direct postal mail.
• Public relations (PR)
•Public relations turns brand messages into stories that appeal to the media and its target audiences. It amplifies
news, strategies and campaigns to create a positive view of a company through partnerships with newspapers,
journalists and other relevant organisations.
•But not everything can be shared via PR. The idea is to separate the stories they think could be developed into
an effective PR strategy. So, usually anything considered too ‘salesy’ is a no no. A great PR campaign revolves
around a public interest, current event or trend that can be connected to a product, service or brand.  
•  Personal selling
• Personal selling is, you guessed it, selling through a person (usually in a face-to-face
setting). This includes salespeople, representatives, brand ambassadors or even
influencers.
• Using their experience, specialist knowledge and communication skills, their aim is to
inform and encourage customers to buy or try a product or service.
• Sales promotion
• Using various online and offline outlets, sales promotion creates limited time deals or promotions
on products or services in order to increase short-term sales. It can include sales, coupons, contests,
freebies, prizes and product samples.
• When conducting a sales promotion, it's important to consider:
• how much it costs and whether the volume of sales will make up for the lost revenue
• whether it will build loyalty or just attract one-off purchasers
• if the promotion fits with the brand's image
WHAT IS RETAIL ADVERTISING

Retail Advertising is one of the most

important parts in the promotional mix. It
consists of advertising campaigns that are
run by retail stores to promote their
products or services.

This includes any form of promotion

done by a store to create awareness about
itself, its products and services so as to
attract potential customers.
 MEDIA DECISION

• Media decisions depends upon some parameters, those parameters strike a balance
between two important aspects
• The amount of money spent on the media
• Exposure gained
• Media objectives and decisions need to be in harmony with the organisation’s marketing
plans
SALES PROMOTION

In this element of the promotion mix marketers try to boost sales through an
afore determined limited market offering. For example, flash sales, coupons,
recurring sales. Clearly, there are advantages to this. While new firms can
use it to draw customers to themselves. Old ones, that have achieved good
market penetration, can sustain the interest of their customers via it.
PERSONAL SELLING

Some firms feel that a direct face-to-face or over the phone interaction with
their potential customers through agents like sales personnel is closer to the
customer. This promotion mix element is called personal selling. It is the
most traditional form of promotion. Clearly, for the face-to-face interaction,
there is a significant amount of investment in time from the customer and
sales representative also. So, this might be less efficient than other elements.
PUBLICITY

• Publicity is information about a firm's products and services carried by a

third party in an indirect way. This includes free publicity as well as paid
efforts to stimulate discussion and interest. It can be accomplished by
planting a significant news story indirectly in the media, or presenting it
favourably through press releases or corporate anniversary parties.
Examples include newspaper and magazine articles,
WORD OF MOUTH MARKETING

• Once you have created a good reputation, customers will happily pass along a good word to their
friends and family:
• Customer Referral Programs - Give your customers an incentive for bringing in new business with
discounts or free gifts for every new customer they bring you.
• Business Referral Programs - Swap advertising with other businesses that have a similar audience
to yours. Run cooperative promotions and give out information about your partnering company.
• Networking - Become known in your business community by joining the Chamber of Commerce
and other similar groups. Attend events and meetings and hand out your business cards.
Retail ppt By : Muskan Jain
Kritika Jagyasi
Komal Jat