Cross Merchandising – Meaning and Concept
April 3, 2025
Retailing refers to the concept of selling merchandise in small quantities to the consumers for their end use. According to retailing, the individual can walk up to any nearby retail store and purchase products as per his need and pocket in small units for his own consumption. The display of merchandise at the store plays…
In the fast changing globalized and a technology-driven business world, Retail industry over last few decades has witnessed a sea change. World’s largest retail giant of the present times Walmart is operating worldwide by establishing hypermarkets in various countries by taking the help of sophisticated means of communication as well as information systems technology. A…
Michael Porter’s Five Forces Model helps in the determination of the industry attractiveness and in analyzing the prospects of growth and opportunities by assessing the competitive trends and the intensity of the rivalry amongst the existing competitors. It is a major strategic tool used for determining the industry potential/prospects and the possible threats which may…
The sale of products to the customers from a fixed location (malls, department stores, super markets and so on) in small quantities for their end use is called as retailing.
Coupons play an important role in promoting the retail stores and making the brand popular amongst the masses.
Any document which can be presented to the retailer to gain some kind of financial benefit in the form of discount on any product is called a coupon. Customers can get the coupons redeemed at the specific retail outlets to avail relevant discounts and rebates in shopping.
The concept of promoting products and brands on an extremely low budget is called as Guerrilla Marketing. Guerrilla marketing does not involve huge investments and is one of the most effective ways of creating brand awareness amongst the consumers.
Coupons are an effective tool for Guerrilla Marketing. The retailers can actually create brand awareness amongst the end users without spending much with the help of coupons.
Example - As a part of their marketing strategy, on every purchase of Domino’s pizza, the company offers discount coupons to the buyers. These discount coupons can be availed next time the customer places his order.
In such a situation, it is more likely that he would visit a Domino’s Outlet again to redeem his coupons and avail the discounts on the pizza. He would generally not prefer any other outlet as here in Domino’s he can get pizza at a lesser price as compared to others.
Dominos in this case used food coupons to attract the customers once again into the store.
Any unplanned buying is called as Impulse Buying. An individual might not require a particular product but picks it up out of mere emotions and feelings. Such a buying is called impulse buying. Impulse buying prompts the customer to purchase products which he might not even need that time.
Peter went to a retail store to redeem his discount coupons on shirts. The retailer had smartly displayed perfumes near the cash counter. While paying the bill, Peter could not resist purchasing two perfumes for himself along with the shirts. An example of Impulse Buying.
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