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Retail Communication Mix Final

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Retail Communication Mix Final

Uploaded by

srkeditor1
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Retail

Communication
Mix
-By Dr Sushmita Das Mallik
Meaning of Communication Mix

• The communications mix involves all the tools you use to


communicate with your customers or potential customers.
This could be through advertising, social media, product
packaging, direct marketing, websites, events, exhibitions –
the list goes on! Successful campaigns consider all elements
of the communications mix.
Method of Communication with Customer

Retail Communication Mix


Method of Communication with Customer
Method of Communication with Customer
Method of Communication with Customer
1. Advertising (TV, radio, press, PPC)
• Advertising covers all avenues where a business pays for their message
to be broadcast.

• Advertising is any paid form of non personal presentation and


promotion of ideas, goods and services by an identified sponsor.

• Successful advertising campaigns can be emotive, creative, eye-


catching, catchy, musical, or even intentionally annoying (anything to
grab attention!)
2. Direct marketing & digital marketing (email,
social media, gamification, etc
• The emergence of digital didn’t just bring social media and online
shopping. It also gave us a whole new way to do marketing. This way is
significantly cheaper; and if done correctly can be even more effective than
broadcasting to the masses through TV or radio.

• One of the major benefits of direct marketing is its targeted approach. So,
if you’ve done the best and most accurate market research on your
customers, you’ll know exactly who to target. It’s also attractive to
marketers because its results can be directly measured.
3. Public relations (PR)
• Public relations turns brand messages into stories that appeal to the
media and its target audiences. It amplifies news, strategies and
campaigns to create a positive view of a company through
partnerships with newspapers, journalists and other relevant
organisations.
4. Personal selling
• Personal selling is, selling through a person (usually in a face-to-face
setting). This includes salespeople, representatives, brand ambassadors
or even influencers.

• Using their experience, specialist knowledge and communication skills,


their aim is to inform and encourage customers to buy or try a product
or service.
5. Sales promotion
• Using various online and offline outlets, sales promotion creates limited
time deals or promotions on products or services in order to increase short-
term sales. It can include sales, coupons, contests, freebies, prizes and
product samples.
• When conducting a sales promotion, it's important to consider:
• how much it costs and whether the volume of sales will make up for the lost revenue
• whether it will build loyalty or just attract one-off purchasers
• if the promotion fits with the brand's image
• Loyalty cards are a more recent addition to the sales promotion sphere,
adding important elements such as customer retention and brand loyalty.
Discounts or special offers reward loyal and repeat purchasers. It's also a
great way to gather valuable customer data on purchasing habits and
behaviour.

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