RETAIL ADVERTISING

RETAIL ADVERTISING

By

Miss. P. PIRAKATHEESWARI, Lecturer in Commerce,

Sri Sarada College for Women (Autonomous), Salem – 16.

 Retail Advertising lies between trade and consumer advertising.  The best examples are department stores and supermarkets.  A major form of retailing new-a-days is direct response marketing or retailing without shops.  This is the modern form of mail-order trading which has moved from the traditional club catalogues to direct mail campaigns for products and services, of which financial houses and department stores have become leading participants.

 Purpose of Retail Advertising

 The purpose of retail advertising is outlined below-

 a)      Selling the Establishment: To sell the establishment, attract customers to the premises and, in the case of a shop, increase what is known as ‘store traffic’, i.e, trying to increase the number of people passing through the shop.  If they can be encouraged to step inside – they may possibly buy something which they would not bought otherwise.

b)     Selling exclusive or own labeled goods: Some retail distributors are appointed as dealers for certain make. Example is a dealer for Vimal fabrics – the famous ‘Only Vimal’ showrooms. Besides, some supermarkets sell their ‘own labelled goods’ which manufacturers pack in the name of the supermarket. Some large departmental stores have a special brand name for all their products, invariably they will be cheaper and they complete with national brands. Competition between national and own - label brands is intense, and there is always a risk that the national brands will be de- listed in favour of a store’s own labeled products. About 31.5 per cent of grocery product are of the own labeled varieties. Own label products are usually made to the retailer’s own specifications or recipes, and are not simply replicas of existing national brands.  All the retail outlets are likely to use advertising to promote sale of their stock.

c)      Clearance Sale: To clear the stock of the shop, such as promoting products which are seasonal, special offers could be made.  Examples are sale of certain products during winter or summer.  Sale of air conditioners during winter and water heaters during summer.

 Media of Retail Advertising

 Retail Advertising is mainly confined to local media.  An exception is when a shop is located in a major city, attracting shoppers from nearby areas.  Even then, a regional newspaper will serve the purpose effectively.  The principal media for retail advertising are:

v     Local weekly newspapers, including numerous free newspapers which cover residential areas.

v     Regional newspapers,

v     Public transport, external posters, and display boards at sports grounds.

v     Direct mail to regular customers and door-to-door leaflet distribution

v     Regional Commercial Television

v     Local Radio

v     Window bills and Point of sale displays within the shop;

v     Window and in store displays

The shop itself is regarded as a considerable advertising medium, and it may well be a familiar landmark.  Some large department stores rarely advertise, but their shops are so big that they advertise themselves.

 Special Characteristics

 Retail advertising is characterized by four main aspects:

ü      Creating an image of the shop

ü      Establishing its location

ü      Variety or special kind of goods offered, and

ü      Competitive price offers

The object of the advertising is to persuade people to visit the shop, although orders over telephone and the use of credit cards are a growing feature.