Marketing Techniques in the Retail Sector

This book investigates a special field: marketing activity of retailers. Why is this area special? Because retailing constitutes the chain through which goods flow from producers to consumers. Principally, retailers are service providers, however a great part of their activity is based on products. I am studying how these businesses draw people inside the stores, what their most important communication channels are. I am analysing the process of communication, and exploring the tools that make customers take certain goods off the shelf. Product display has a vital function in retailing - this greatly interesting field is examined in details. Different retailers have to use different communication tools. I am investigating the factors determining the operation of these businesses; the potential benefits and disadvantages, possibilities and concerns are presented. I am also comparing some of the most common retailer types: their segment-specific characteristics, and the communication channels they use. It will show how colourful retailing is.