RETAIL MARKETING

Overview

Retail Marketing looks at all aspects of analyzing the overall distribution system, the retail environment, and developing and implementing retail strategies, through an in-depth analysis of location decisions, store design, merchandising processes, pricing, promotion, customer service, and retail selling. National and international retail perspectives are reflected and the emphasis is given to developing collaborative work processes and critical and adaptive thinking skills, both valued attributes within the profession.

Objectives

• Identify major retailing trends.
• Define how to complete a trade area, location, and competitive analysis.
• Plan an Advertising, Marketing and Sales Promotion program.
• Complete a branding model for a new retail store.
• Explain and give examples of key product concepts including product differentiation, positioning, branding, and the product life cycle.
• Explain how to target market strategies are developed.
• Define store atmospherics and its role in selling.
• Provide an effective floor and product layout that delivers a superior shopping experience.
• Identify visual and supporting sensitivity strategies in creating an effective store atmosphere.
• Recognize successful elements that comprise effective merchandising.

Content

The course looks at all aspects of analyzing:

• The overall distribution system,
• The retail environment,
• Developing retail strategies, and
• Implementing retail strategies

There is a more in-depth analysis of:

• Location decisions,
• Store design,
• Merchandising process,
• Pricing,
• Promotion,
• Customer service, and
• Retail selling.

Ideal for

Marketing professionals, sales executives, corporate communication executives, web/IT professionals, or anyone who has an interest in retail marketing to improve the communications channels with their customers.