Retail Marketing Management

Traders Oriented Promotion Methods in Retail

With the intention to get the best cooperation from the distribution channel members the companies are using different promotional methods. These methods directed at traders are called traders oriented promotional method. The traders provide the important link between the marketers and the customers. The traders may include dealers, wholesalers and retailers. The company cannot take chance to miss them.  Traders oriented promotional methods are applied to strengthen the team work among all concerned parties of sales. Some of the methods for motivation of traders are following;

  • Point of purchase display: This method is targeted at dealers or traders. It means the display facilities are provided by the manufacturers to the traders for display at their showrooms or shops.
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Abey Francis

Factors Affecting Retail Location Decisions – Macro and Micro Factors

Even though non store retailing is growing, most of the retailers are still selling  from retail store space. Some of these retailers are very small single-store  operators, and some are huge superstore discounters. Each location selected  resulted from an effort to satisfy the needs of the particular market each was  designed to serve. Whether it was the customer’s need for convenience, their  desire to do comparison shopping, the extent of the purchasing power in a market  area, of the transportation facilities available, many factors together led to the  development of different kinds of retail locations. There is an old saying that the  value of real estate is determined by three things: location, location, and location.  … Read the rest

Abey Francis

What is Retail Advertising?

The manufacturer has little concern where its product is purchased. The goal of the retail advertiser differs from that of national advertiser. The retailer advertises to encourage patronage by consumers and build store loyalty among them. The retailer is not particularly concerned with any specific brand. In case the retailer shows some concern (the retailer wants to clear stocks of a particular brand), then the message in effect is “buy brand ‘B’ at our store.” General approach in retail advertising is “buy at our store.” The sale of any specific brand is not the concern of retailer unlike the national advertiser.… Read the rest

Abey Francis