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What are the tools using retail marketing professionals to improving retail sale and store footfalls. H ere we discussing job responsibilities of a retail marketing manager and proved and powerful tools and techniques to improve footfall in store .
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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
ATL- Above the line (ATL) is an advertising technique using mass media to promote brands. Major above-the-line techniques include TV and radio advertising, web and internet banner ads
News paper
Magazines
Radio
Television
BTL
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. Outdoor advertising
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 Month Jan Feb Mar April May Jun May Jul Aug Sep June Oct Nov Dec
Back to school
New year
X-Mas
Summer cleaness
winter sales
End season sales
RETAIL MARKETING TOOLS TO ATTRACT CUSTOMER
Retail Marketing
Tools
Loyalty program
Special discounts
Special promotions schemes
Retail contest for customers
Retail coupons
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, New-year , 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
