Channels and tools
Retail marketing is the set of strategies a retailer uses to draw customers to the point of sale, physical or digital, and lead them to buy.
It includes promotions and loyalty schemes, visual merchandising (the layout of the shop or the page), local advertising and local search, pricing, in-store communication and care for the customer experience. It differs from trade marketing, in which the manufacturer works on the retailer, because here the retailer works on the consumer. Many of its levers were born with the European department stores of the nineteenth century, such as dressed shop windows and seasonal sales; digital has carried them onto the Google Maps listing and the online shop page.
An example
An electronics shop keeps its Google Maps listing updated with live stock and dresses its windows around the products most searched for locally.
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