ABSTRACT
Providing information about products that a retailer sells is a very effective way of enticing customers into an outlet. Having said that, a challenge that most retailers face is how to represent the complete product offer in communications to potential customers outside the outlet. This is a familiar problem for internet retailers who have the advantage of almost unlimited virtual space, but severe limitations when it comes to portraying the extent of this range to the web site visitor when they first arrive. Large retailers may have a product range comprising thousands of product items spread over hundreds of product categories, and incorporating myriad brands. The advancement of information and communication technology further extends the complexity of retail to consumer communications by offering numerous media through which to communicate.The purpose of this chapter is to explore the relationship between product management and retailer to consumer communications, focusing on the use of promotional communications
The purpose of this chapter is to: ■ Introduce the idea that whilst most product related communications are focused on short-
term objectives, product based events can also be valuable tools in strategic communications. ■ Explore the relationship between the various types of communication channel and the
different product management objectives that retailers might have. ■ Identify the challenges that are associated with the communication of the benefits of a
diverse product range. ■ Understand the need for stock management support when implementing promotional
activity. ■ Introduce the concept of integrated retail communications and explore the role internal
communications play in preparing for an integrated campaign. ■ Develop an appreciation that retailers and their suppliers often have conflicting promotional
objectives, but by working together effectively, they can achieve promotional efficiency and improve category performance.
