Question

13. Define omni-channel retailing and explain its connection to shopper marketing.

14. Name and describe the five major promotion tools used in a company’s marketing communications mix.

Which do you think is the most important and why?

Answer 1

13. Omni-channel retailling is a strategy for enhancing customers' shopping experience by using all the available channels. it helps the customers to experience the quality of service rendered by the retailer through overall experience. For example , several brick-and-motar retail stores have either partnered with online retailers to serve customers in the locality, or established online retail shopping apps which can be easily accessed through android phones using internet. They facilitate customers to shop online, schedule deliveries and payment options such as cash-on-delivery or online payments. Also, provide facility of easy returns. Alternatively, customers who prefer to shop physically at the stores are facilitated too and their shopping experience is also ensured. Besides, they too have option of free home delivery. In addition to this, the stores ensure good visibility, i.e. the items are stacked in a fashion that best suits customers. The regular items are stored closer than those which are required less frequently.

14. Following are the five major promotion tools used for company's marketing communications mix:

1. Advertising - This consists of using media such as television, radio, online social media, newspapers, etc. This is effective in communicating to mass population.
2. Personal selling - This includes meeting potential customers personally and presenting the product or service to them. This is a face-to-face communication. Though it is expensive and labor intensive, it is a highly effective tool. Customer action or feedback is obtained immediately.
3. Sales Promotions - This methods includes using incentives and attractive offers to boost sales of the product or service. For example, additional incentive to dealers or combo offers to customers such as " Buy one, Get one free".
4. Publicity - This involves promoting the product or service, without investing a huge amount as in case of the first three promotion tools. It is highly effective in creating awareness and communicating faster. However, the manufacturer or service-provider has very less control over this tool.
5. Public relations:- Promoting through relationships built with suppliers, customers and entire society.. Often Publicity is a part of Public relations development.

All the promotion tools are used by organizations as per their product/service, customers, economic conditions and other conditions. However, I feel the most important of all is, Public relations. This if managed properly can be a boon for the organization. But, if mis-handled, can turn out to be most fatal for the firm.