The document discusses the importance of retail marketing communications in informing and persuading customers. Effective communication programs are needed to provide information about a store's location, merchandise, and services while also persuading consumers that the store offers superior value compared to competitors. The key elements of the retail communication mix include advertising, sales promotions, public relations, personal selling, direct marketing, store location, and visual merchandising. The overall goals are to attract new customers, retain existing customers, and increase spending from current customers.