Retail Marketing
Retail marketing is the field within marketing and communications that focuses on promotional and marketing activities for companies operating in the retail industry. Retail refers to the (re)selling of products and services to individuals. This is done mainly through traditional stores and web shops.
The purpose of retail marketing is to generate awareness for a retailer and its products in order to drive sales. Through retail marketing, new customers can be attracted, or product can be brought to the attention of existing customers through an offer or new introduction.
Within retail marketing, the usual components of the marketing mix, such as product, price, place and promotion, play a central role. Typical of retail marketing in this mix is the importance of place. A store in an a-location will attract more customers and a product given a prominent place on the shelf will be sold more often.
Within the retail industry, a variety of platforms are used for promotion. Many retailers work with a periodic flyer that highlights offers and promotions. Television, radio, e-mail newsletters, websites and social media can also be used for this purpose, for example.
Marketing aimed at influencing the behavior of a store's visitors is also known as in-store marketing.
