Integrated Retail Communication - a Success guide to all retailers.

      Аннотация: The Retail Management decision-making process is, developing and implementing a communication program to build appealing brand images, attract customers to stores and encourage them to buy merchandise. The retailers should establish their brand in the market by communicating effectively with the consumers. The best approach is to build strong brand by focusing on creating awareness about their product line, services offered, store ambience, store location and special announcements etc. Finally communication is an integral part of the retailers’ marketing strategy. Communication is used not only to inform the customers about the retailer, the merchandise offered and the services provided, but also a tool for building store’s image. The retailer can use various platforms / channels for communication. The author provides in-depth information to retailers about the different tools of promotion especially to retailers which ultimately use for communication to the target customers. The promotion tools analyzed by author are advertising, sales promotion, store atmosphere, publicity and personal selling.

Ключевые слова: Retailing, Retail Communication Mix, Retail Communication Methods, Retail Promotion Budget, Retail Communication GAP