Page 0075

Page 74 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

As you explore the new

marketing tools of the information

age, be sensitive

to the fine line

between service and nuisance.

Promotion serves

when it provides information the

consumer wants. There's much talk

now about relationship marketing in the future,

and of targeting the consumer with marketing

messages for particular products and services

based on that consumer's or household's purchase profile.

While there's truth in trends, the

retailer must also keep in mind that shopping is

one of the principal ways we exercise our individuality

in our society. Assume too much

about the consumer, to the point that you begin

to dictate what he or she should be buying, and

you're courting a backlash.

The promotional push that has worked and

will continue to work is telling shoppers everything

they need to know about the store and its

products, without dictating they buy there.

People want to make that decision themselves.

Your promotional push should convince people they're

making the right choice when they

shop with you.

PUTTING IT ALL TOGETHER

Equipped with a working knowledge of the

basic promotional tools available to you,

you can start devising a marketing program

to tell the world about your store. The best

strategy operates as a coordinated effort

in the three spheres of promotion.

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