In the previous video, we learnt the basics of retail advertising. Retail Advertising refers to the use of paid promotions to enhance a store’s reputation, attract customers, and boost sales.
Some of the major Objectives of Retail Advertising are:
- Attracting Foot Traffic
- Building a Brand Reputation
- Increasing Sales
- Enhancing Brand Recall
The following are the Functions of Retail Advertising:
- To Inform: Educating customers about new products, promotions, or services
- To Persuade: Convincing potential customers to choose your store over competitors
- To Remind: Keeping your brand at the forefront of customers’ minds
- To Showcase: Highlighting the store’s ambience or unique shopping experience
Retailers mainly focus on:
- Long-term goals: Building a distinctive store image and positioning.
- Short-term goals: Attracting new customers, expanding trade areas, and increasing patronage among existing customers
Types of Retail Advertising:
Depending on the goal, the payer, and the target audience, there are various types of retail advertising strategies, each tailored to meet different objectives.
Depending on the goal, the payer, and the target audience, there are various types of retail advertising strategies, each tailored to meet different objectives.
- Manufacturer Advertising: This is paid for by product manufacturers, such as Nestlé or Hindustan Unilever, and focuses on promoting specific products rather than a retailer. The goal is to create demand for their products across all retailers.
- Retailer Advertising: Here, the retailer highlights specific benefits of their store, like discounts, unique products, or a special shopping experience to increase store footfalls. For instance, Shoppers Stop often promotes its wide range of high-end brands to position itself as a destination for quality fashion.
- Cooperative Advertising: This involves joint advertising by a manufacturer and retailer, with costs split between them. We see this in India when brands like Samsung advertise with electronics retailers, creating a mutually beneficial message. Cooperative advertising can be horizontal (among competing retailers) or vertical (between a retailer and a brand).
- Showcase Advertising: Some retailers use showcase advertising to create a vivid image of the shopping experience, like IKEA’s ads that feature fully designed rooms to help customers visualize how the products will look in their homes.
Engaging with customers
Stores engage with its customers in different ways. One unique way retailers use advertising is to create a ‘showcase’ of their store’s atmosphere and experience. This type of advertising doesn’t just focus on products but on the environment, the experience, and the feel of the store.
In the next lesson, we will learn more about this 'showcasing'.
Stores engage with its customers in different ways. One unique way retailers use advertising is to create a ‘showcase’ of their store’s atmosphere and experience. This type of advertising doesn’t just focus on products but on the environment, the experience, and the feel of the store.
In the next lesson, we will learn more about this 'showcasing'.
Class Sessions
1- Summary of Benefits of Branding for Retailers and Customers
2- Store Positioning
3- Attributes that influence Store Positioning
4- Objectives, Functions and Types of Retail Advertising
5- Crafting the Retail Advertising Message
6- Key Points discussed so far
7- In-Store Media Vehicles
8- Shopper Marketing Process
9- Sales Promotion and its importance
10- Sales Promotion Categories