Retail Management

Retail Promotional Strategy

Friday, 22 December 2017

Mohamed Zakarya ¦ 2017

Introduction
Barbara Kruger
The Modern Consumer
• Complex
• Time Scarce
• Connected
• Exposed to the World
• Vocal
 The Modern Idols

“Products are made in the factory, but

brands are created in the mind” -
Walter Landor
The average
consumer is
exposed to
more than
5,000
advertising
messages
each day!
Global
$600
Advertising
Spend =
2017 Billion
Why Advertise?
• Human Beings as Information Receptors
• Using advertising as a stimulus for sensation in order to
suggest ideas, form tastes, and shape attitudes ; trigger the
biochemical and neurologic events , Perception and Response
• Multiple information Touch points
• Advertising
• Public Relations
• Personal Selling
• Sales Promotion
Edward Bernays
• The father of public relations
• Followed the works of Viennese
psychoanalyst Sigmund Freud
• Primal desires and motives are
deeply rooted in unconscious
emotional triggers & control , it
was not reason but emotion
and instinct that moved the
common man
• Use products not to appeal to a
persons rationality but rather
by emotions
Hijacking the 5 Senses

Hearing (audition)
Sight (vision)

Touch Smell (olfaction)

Taste (gustation)
The Journey ¦ Hierarchy of Effects

Awareness
1. INFORMATION
Knowledge Gathering

Liking
2. ATTITUDE Forming
Preference

Conviction
3. DESIRE Fulfilment
Purchase
The New Paradigm
Crafting the Ultimate Experience ¦ Objectives
✓ Increase sales
✓ Stimulate impulse and reminder buying
✓ Raise customer traffic
✓ Present and reinforce the retailer image
✓ Inform customers about goods and
services
✓ Popularize new stores and Web sites
✓ Enhance customer relations and Maintain
customer loyalty
✓ Have consumers pass on positive
comments
 Promotional Mix
Display Sample Coupons Contest Demo

Non- Sponsored
Non- Out of Paid /
Paid Sponsored personal / / Not Paid
Personal Store Non-Paid
Personal Sponsored

Personal
Advertising Public Relations Sales Promotion Selling
Online Vs. Brick & Mortar
Online / Offline Integration
The Future &
The Internet of Things
A Final Word ¦ The Formula For
Success
• Retail and technology will become even more inseparable
• Connecting the Store and the Online World
• Requires Ingenuity & Sophistication
• How retailers can personalize, customize, digitize and
socialize
• Personalization will become increasingly important to
consumers
• Tailored Messages, enabling power to customer to be unique
• Stores providing unique in-store integrated experiences will
thrive.
Thank You