Question

Explain the role of communication in retailing and how do we implement and evaluate the retail communications programs.

Answer 1

2. Role of Retail Communication Programme The goal of retail promotion program is to generate sales. And the retailers, in order to achieve this goal, adopt various methods like informing, persuading and reminding target customer about their existence and their products or services. Thus, informing, persuading and reminding are the key functions of the retail program. Information This is primary function of the retail promotion progarmme. Retailers provide information to the customers about themselves and the product and services they offer. For example, the most common tool for disseminating information is the advertisements placed by supermarkets in the news papers that inform us about the special discount prices on its groceries.