The retail marketing mix refers to the combination of elements and strategies used to develop and execute a retail marketing plan. Key elements of the retail marketing mix include location, merchandise, store ambience, customer service, price, communication, personal selling, store image, design, sales incentives, people, process, and physical evidence. Retail managers must determine the optimal mix of these elements to give each store a distinct image and appeal to target markets.

3.  Retail marketing mix is the term used to describe
the various elements and methods required to
formulate and execute retail marketing strategy.
 Retail managers must determine the optimum
mix of retailing activities and co-ordinate the
elements of the mix.
 The aim of such coordination is for each store to
have a distinct retail image in consumers’ mind.
 The mix may vary greatly according to the type of
market the retailer is in, and the type of
product/services.

4. While many elements may make up a firm’s
retail marketing mix, the essential elements
may include:
Store location,
merchandise assortments
Store ambience,
customer service,
price,
Communication with customers

5. Personal selling
Store image
Store design
Sales incentives
People
Process
Physical evidence

6. Product
Price
Place/
Location
Promotion
Personality

7. Product (merchandise)
 Product development
 Product management
 Product features and benefits
 Branding
 Packaging
 After-sales services

8.  Costs
 Profitability
 Value for money
 Competitiveness
 Incentives
 Quality
 Status

9.  Target market
 Channel structure
 Channel management
 Retailer image
 Retail logistics
 Retail distribution

10.  Developing promotional mixes
 Advertising management
 Sales promotion
 Sales management
 Public relations
 Direct marketing

11.  The personality or image of a retail store is an
integral part of the retailing mix. It differs from the
other P’s however, in that the other parts of the mix
can be changed quite rapidly, but the personality of
a store is a long run concept that is learned by the
customer over time.
 The retailer’s image is an important tool that a
company’s management uses to help differentiate
itself from other retailing organizations. Retail
image assists the consumer in making comparisons
among the retailers.