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Retail communication

Retail communication






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    Retail communication Retail communication Presentation Transcript

    • Retail Communication Retail Promotion involves a mix of communication activities carried out by retailers in order to make a positive influence on the customers’ perception, attitude and behavior which can lead to an increase in store loyalty, store visits and product purchases.
    • Methods of Retail Communication
      • Paid Impersonal Communications.
      • Paid Personal Communications
      • Unpaid Impersonal Communications
      • Unpaid Personal Communications
    • Paid Impersonal Communication Method
      • Advertising
      • Sales Promotions
      • Store Atmosphere
      • Websites
    • Advertising Advertising refers to any paid form of non personal communication through the media about a product, which has an identified sponsor.
    • Advantages of Advertising
      • Retailer is able to communicate with a large number of people through a single message.
      • Advertising helps in the development of two way communication.
    • Types of Advertising
      • Product Advertising.
      • Markdown Event Advertising.
      • Institutional Advertising.
      • Co-operative Advertising.
    • Stealth Marketing It is a new approach and unconventional tactic used wherein the customer is completely unaware that he or she is being targeted and it goes unnoticed by competitors as well.
    • Sales Promotions
      • Promotions are of two types:
      • Pull Promotion Strategy.
      • Push Promotion Strategy.
    • Store Atmosphere Store Layout, Signs Displays Colors and Lighting Effects Pleasing Music Visual Merchandising
    • Retailers Website The websites can inform customer about: Merchandise Location of the Store Attractive Pricing Special Schemes and Events Selling the merchandise Online can also be achieved.
    • Paid Personal Communications Personal Selling: It is a form of Communication Process where the retails sales persons through a face-to-face interaction with customers try to satisfy their needs.
    • Unpaid Impersonal Communications
      • Publicity
      • Public Relation
    • Unpaid Personal Communications Word OF Mouth Communication between the customers and the retailer is personalized and involves no additional cost for the latter.
    • Factors Affecting choice of Communication Methods
      • Control
      • Flexibility
      • Credibility
      • Cost