The Best Marketing Techniques for Retail Businesses

The Internet and email are among technology tools that have aided retail marketing.

Retail businesses rely on many of the most popular marketing techniques, tools and media used by other types of businesses. However, a well-established retail business concept known as the retail communication mix identifies five common elements of a well-developed approach to marketing used by retail businesses. These five elements are: advertising, public relations, sales promotions, salespeople and store atmosphere, according to the 7th edition of the Levy & Weitz textbook "Retailing Management."

Advertising

Retailers use advertising to build brands, market products and services, and to develop more favorable attitudes and brand loyalty. Advertising messages are delivered through traditional media, such as television, radio, newspapers, magazines and the Internet. But retailers also use other support media, including billboards, directories, aerial and transit.

Public Relations

Public relations (PR) is the use of various media and tools to promote goodwill with the public. A basic difference between advertising and PR is that advertising involves paying for media space, whereas PR is unpaid for communication. However, PR typically carries less control over the message for retailers. PR includes press release distribution, publicity through media coverage, news conferences, interviews and participation in public activities.

Sales Promotion

Sales promotions are a short-term marketing technique that is very popular with retailers. Sales promotions are price-driven marketing approaches used to drive traffic and induce sales. Retailers use sales promotions to build a customer base, introduce new products, for special events, as part of selling value or in a desperate attempt to generate cash flow. Overuse of sales promotions can create a price orientation in the market.

Salespeople

Personal selling is a more direct approach to marketing. Retailers that sell higher-end products or promote themselves as tops in service often employ more active sales personal. Companies that sell higher-end products often have to rely on salespeople to help customers understand the benefits of paying more for better value. Salespeople can also make add-on or cross-sales for more revenue.

Store Atmosphere

The atmosphere of a retail store, including its visual merchandising, communicates important messages about the company. For example, a retailer targeting a younger, trendier market may have a brightly lit store with popular, upbeat music. Retailers use external marketing to drive traffic to stores and they should deliver accurately on promises made when customers experience the store in person.

References

• Levy Weitz Retailing Management: Retail Communications Mix
• McGraw-Hill: Chapter 16 - Retail Communication Mix; 2009