Marketing Strategies In Retail Marketing

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e) Promotional campaigns: Segmentation helps the retailer in developing more effective and accurate promotional operations.
f) Positioning: Segmentation helps a retailer in positioning itself in the market. Thus, shoppers stop and crossroads have targeted the upper-income class, while Westside has targeted the larger base of middle-and upper –middle-class consumers.
B) Retail Management:
Management in retail marketing are given below:
a) Human resource management:
HRM process consists of the following interrelated personal activities:
i) Human resource planning: Human resource planning is identifies the requirement of human resources, financial resources, technology, etc. It ensures the availability of resources by facilitating the recruiting,
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In product selection, selecting the right product understands the complexity of the modern shopper, and an ability to blend product to satisfy both physical and emotional needs of the shopper.
Product selection criteria are discussed in the selection criteria for the retailer.
*Physical properties are tangible aspects of the product, represented by size and volume and components. These have a express direct bearing on consumer’s evaluation of the product.
*Packaging is the next criteria to attract a customer and so the design of the product. It performs a variety of functions, including aesthetic appeal to customers, protection of the product, added value for the customer, an aid to product use, a contributor to brand identity and a vehicle for promotional messages etc.
*Product quality is determined to a large area by its physical properties. However, the components used and physical variation that determines the level of quality.
*Brand is an intangible product characteristic, for some consumer purchase decision it might be the only quality that counts.
Brand management and
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Merchandise management is the analysis, planning, procurement, handling, and control of the merchandise investments of a retail function. Merchandising is simply the arrangement of products on the shelf. It is an essential component of the business image. This considered in designing the business logo, business cards, brochures, letterhead, packaging and product mix.
d) Atmospheric and Retail Space Management:
Atmospherics can be classified in two terms one is exterior and second one is interior atmospherics. Exterior atmospherics refers to aspects like store front, display windows, surrounding business, look of the shopping centre, etc. it is important to attract new customers. Interior atmospherics refers to aspects like lightning, colour, dressing room facilities, etc. It helps the customer to add to the display and provides customers with related information.
Another side store space management space and inventory are two more important resources of a retail firm. The best possible allocation of the store space to departments, product categories, storage space, and customer space is a major challenge for the owners and managers of the

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