Specific
activities that occur at retail which are designed
to create transactions among consumers –
turning shoppers into buyers. These activities
can range from driving traffic to specific locations
within a store to shelf/facing design, product
displays and package design – all designed
to engage consumers and facilitate transactions.
Promotion Marketing is often an important part
of Retail Marketing programs. Another key component
is Customer Marketing (ie, programs customized
and designed for specific retailers, such as Carrefour).
Effective programs are built upon a detailed
understanding of how people shop using a range
of different data sources and techniques (eg,
scanner data, observational studies, experimental
design). It is also important to understand
different behaviors and attitudes across channels
(eg, discounters vs. mass vs. grocery vs. pharmacy).
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