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Retail Marketing
Prasanth PV
Prasanthpambadi@hotmail.com
MARKETING IN RETAIL
Retail marketing
Refers to the range of activities undertaken by a retailer to promote
awareness and sales of a company's products. It makes use of the common
principles of marketing mix which include, product, price, place and
promotion. Effective implementation of the marketing mix is crucial for
success in retail marketing.
Retail marketing manager who is responsible for
create footfalls in store and covert this in to ales and successful
implementations of all your marketing promotions & planning in time
frame with available resources, this will lead to enhance your instore
overall shopping experience .
Do you think this is an easy job ? while we are living in a highly competitive
retail market place
Turn around , you will find , all newspaper, TV , radio & out door
advertisements media are filled with
One word Sale , sale sale !!!
Generally major retail chains would have a centralized marketing office at
head office level and regional level office in regional level
Marketing office responsible for
Facilitate its various Sales & Promotional Activities to increase the sales and
turnover
 Developing Customers and retain existing customers .
 Implementation and controlling various sales promoting activates
 evaluating the results


Marketing office taking decision on Advertising such as






How much to spend,
What should be the message,
What media to be used
Evaluating the advertising effectiveness.
There are two main marketing activities in retails
ATL- Above the line
BTL – Below the line
STORE CATCHMENT AREA

•

The geographical area from which trade to a store or centre is attracted;

the primary catchment area defines the area from which the vast majority
of shoppers (80-90%) tend to use a particular store or centre in preference
to other stores or centers.
So what ever money you are spending in terms promotion , or
communication to attract your customer should keep in mind about
length and width of your store catchment area

Reach of customer by
Walk
Car
Bus or Train
ATL-Marketing at
retail
News paper
Magazines
Radio
Television

ATL- Above the line (ATL) is an advertising technique
using mass media to promote brands. Major abovethe-line techniques include TV and radio advertising,
web and internet banner ads
BTL
Outdoor advertising

BTL-All advertising activity that is done at an outlet/retail
level as well as direct marketing. BTL activity is
designed to bring in awareness to a specific target
market. It includes store promotions, road shows,
flyers, placing stalls in malls, participating in
exhibitions, brochures, catalogues etc.

Window stickers
LED/LCD displays
Danglers
A4 inserters
posters
Rollup
 sticker
Instore banners
Truck Stickers
Outside Glass sticker
News Paper Inserters
SMS Marketing
E-mailing Marketing
Flyers / News Letters
Special Event arrangements
BTL TOOLS - INSIDE THE STORE


















Gift warping sheet
Trolley handle stickers
LED/LCD Displays
Ribbons with brandings
Lift/escalter and change room stickers
POS role with branding
Feed back form with branding
Store timings
Exit signage
Cash counter poster
Delivery counter posters
Parking area signage or poster for
advertisement promotions
Balloons with barding
Staff uniform with branding
Thank you signage
Exchange policy stickers
Carry bags with branding

STATIONARY WITH BRANDING








Sheet with Branding
Letter Head
Compliment Slip
Business card
A4 envelope
Gift voucher with branding
Gift voucher envelope with branding
Branding and promotions
What is an advertisement
Simply An advertisement is any form of communication that is used to peddle or promote
a product, service or even an opinion.
What is retail promotions
Is broadly defined as any communication by a retailer that informs, persuades, and/or
reminds the target market about any aspect of that firm. Advertising, P.R., personal
selling and sales promotion are the 4 elements of promotion.
Retail promotion calendar
Promotional calendar is a list of some of the major holidays, observances, retail trends,
seasonal sales events and other happenings to help plan your store's retail
merchandising. A well planned marketing calendar will help you save your time and
manage all your marketing & promotions , will also help you to all necessery
arrangements before an event

Sales & Promotiosn
Back to school
New year
X-Mas
Summer cleaness
winter sales
End season sales

Month

Jan

Feb

Mar

April

May

Jun

May

Jul

Aug

Sep

June

Oct

Nov

Dec
RETAIL MARKETING TOOLS TO ATTRACT CUSTOMER

Loyalty
program

Retail
coupons

Special
discounts
Retail
Marketing
Tools

Retail
contest for
customers

Special
promotions
schemes
Retail coupons
A coupon is a ticket or document that can be exchanged for a financial
discount or rebate when purchasing a product, to be used in retail stores
as a part of sales promotions, retail coupons are a powerful tool to attract
customer in the store .

Distribution method
coupon envelopes, magazines, newspapers, Internet ,directly from the
retailer, and mobile devices

DIFFERENT KINDS OF RETAIL COUPONS
Discount for Next purchase
Will give a extra percentage of discount for next visit and purchase ,
this is will encourage customer to visit store again instead to visit
our competitor store
2) DISCOUNT FOR A ABOVE LIMIT PURCHASE

Ex: Spend USD 20 get a USD 5 Off , encouraging
customers to spend more on store .

•

CORPORARE GIFT VOUCHER REDEMPTION OPTIONS

This kind of Voucher allow the Employee, or other Partners who associating
with the firm to redeem at the store , there will be a mutual
agreement between corporate and Retail stores for a cretin period of time
or till the validity of a coupons
SPECIAL DISCOUNT PROMOTIONS
Special discounts or promotions are intended to boost the sales of store on non season time or newly
introduced and sell old merchandises or dead stocks .
Examples
 Buy one get one ( New product or old stocks )
 New arrival offers
 Was and now offers Tags ( Was USD 100 , Now USD 80 )
 50% discount for a special category etc
 Special season discount : festival seasons, or special day offers like: X-Mas, Newyear , Valentines day offer , Mothers day offer , teachers day offers
CONTEST FOR RETAIL CUSTOMERS

Everyone love gifts and want be winner –use your promotion based on this magical
mantra, The result will be happy customers and busy cash registers and valuable
customer data base

RETAIL LOYALTY PROGRAMME
Loyalty programs are structured marketing efforts that reward, and therefore
encourage, loyal buying behavior – behavior which is potentially beneficial to the firm .
Benefits:
 Retain customer
 Understating buying patterns of customers
 Data base for E-mail and SMS marketing
 Always allow us to being touch with customers
THANK YOU

PRASANTH PAMBADI
Prasanthpambadi@hotmail.com

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Retail Marketing

  • 2. MARKETING IN RETAIL Retail marketing Refers to the range of activities undertaken by a retailer to promote awareness and sales of a company's products. It makes use of the common principles of marketing mix which include, product, price, place and promotion. Effective implementation of the marketing mix is crucial for success in retail marketing. Retail marketing manager who is responsible for create footfalls in store and covert this in to ales and successful implementations of all your marketing promotions & planning in time frame with available resources, this will lead to enhance your instore overall shopping experience . Do you think this is an easy job ? while we are living in a highly competitive retail market place Turn around , you will find , all newspaper, TV , radio & out door advertisements media are filled with One word Sale , sale sale !!!
  • 3. Generally major retail chains would have a centralized marketing office at head office level and regional level office in regional level Marketing office responsible for Facilitate its various Sales & Promotional Activities to increase the sales and turnover  Developing Customers and retain existing customers .  Implementation and controlling various sales promoting activates  evaluating the results  Marketing office taking decision on Advertising such as     How much to spend, What should be the message, What media to be used Evaluating the advertising effectiveness. There are two main marketing activities in retails ATL- Above the line BTL – Below the line
  • 4. STORE CATCHMENT AREA • The geographical area from which trade to a store or centre is attracted; the primary catchment area defines the area from which the vast majority of shoppers (80-90%) tend to use a particular store or centre in preference to other stores or centers. So what ever money you are spending in terms promotion , or communication to attract your customer should keep in mind about length and width of your store catchment area Reach of customer by Walk Car Bus or Train
  • 5. ATL-Marketing at retail News paper Magazines Radio Television ATL- Above the line (ATL) is an advertising technique using mass media to promote brands. Major abovethe-line techniques include TV and radio advertising, web and internet banner ads
  • 6. BTL Outdoor advertising BTL-All advertising activity that is done at an outlet/retail level as well as direct marketing. BTL activity is designed to bring in awareness to a specific target market. It includes store promotions, road shows, flyers, placing stalls in malls, participating in exhibitions, brochures, catalogues etc. Window stickers LED/LCD displays Danglers A4 inserters posters Rollup  sticker Instore banners Truck Stickers Outside Glass sticker News Paper Inserters SMS Marketing E-mailing Marketing Flyers / News Letters Special Event arrangements
  • 7. BTL TOOLS - INSIDE THE STORE                  Gift warping sheet Trolley handle stickers LED/LCD Displays Ribbons with brandings Lift/escalter and change room stickers POS role with branding Feed back form with branding Store timings Exit signage Cash counter poster Delivery counter posters Parking area signage or poster for advertisement promotions Balloons with barding Staff uniform with branding Thank you signage Exchange policy stickers Carry bags with branding STATIONARY WITH BRANDING        Sheet with Branding Letter Head Compliment Slip Business card A4 envelope Gift voucher with branding Gift voucher envelope with branding
  • 8. Branding and promotions What is an advertisement Simply An advertisement is any form of communication that is used to peddle or promote a product, service or even an opinion. What is retail promotions Is broadly defined as any communication by a retailer that informs, persuades, and/or reminds the target market about any aspect of that firm. Advertising, P.R., personal selling and sales promotion are the 4 elements of promotion. Retail promotion calendar Promotional calendar is a list of some of the major holidays, observances, retail trends, seasonal sales events and other happenings to help plan your store's retail merchandising. A well planned marketing calendar will help you save your time and manage all your marketing & promotions , will also help you to all necessery arrangements before an event Sales & Promotiosn Back to school New year X-Mas Summer cleaness winter sales End season sales Month Jan Feb Mar April May Jun May Jul Aug Sep June Oct Nov Dec
  • 9. RETAIL MARKETING TOOLS TO ATTRACT CUSTOMER Loyalty program Retail coupons Special discounts Retail Marketing Tools Retail contest for customers Special promotions schemes
  • 10. Retail coupons A coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product, to be used in retail stores as a part of sales promotions, retail coupons are a powerful tool to attract customer in the store . Distribution method coupon envelopes, magazines, newspapers, Internet ,directly from the retailer, and mobile devices DIFFERENT KINDS OF RETAIL COUPONS Discount for Next purchase Will give a extra percentage of discount for next visit and purchase , this is will encourage customer to visit store again instead to visit our competitor store
  • 11. 2) DISCOUNT FOR A ABOVE LIMIT PURCHASE Ex: Spend USD 20 get a USD 5 Off , encouraging customers to spend more on store . • CORPORARE GIFT VOUCHER REDEMPTION OPTIONS This kind of Voucher allow the Employee, or other Partners who associating with the firm to redeem at the store , there will be a mutual agreement between corporate and Retail stores for a cretin period of time or till the validity of a coupons
  • 12. SPECIAL DISCOUNT PROMOTIONS Special discounts or promotions are intended to boost the sales of store on non season time or newly introduced and sell old merchandises or dead stocks . Examples  Buy one get one ( New product or old stocks )  New arrival offers  Was and now offers Tags ( Was USD 100 , Now USD 80 )  50% discount for a special category etc  Special season discount : festival seasons, or special day offers like: X-Mas, Newyear , Valentines day offer , Mothers day offer , teachers day offers
  • 13. CONTEST FOR RETAIL CUSTOMERS Everyone love gifts and want be winner –use your promotion based on this magical mantra, The result will be happy customers and busy cash registers and valuable customer data base RETAIL LOYALTY PROGRAMME Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior – behavior which is potentially beneficial to the firm . Benefits:  Retain customer  Understating buying patterns of customers  Data base for E-mail and SMS marketing  Always allow us to being touch with customers