Retail Marketing

Retail Marketing was defined and used in the 1990s mainly inside mass consumption companies and in organized distribution. In short, through observation and “listening” techniques regarding customers-consumers (Shoppers) when making a purchase, we seek to obtain valuable information and concrete data that can represent a solid basis to refer to for making improvements to the Point Of Purchase.

With the spread of specialized Retailing (e.g. Franchising), Retail Marketing techniques are adapted to different types of points of sale, from perfumeries to bookshops and to clothes shops.

Today the complex world of Retailing uses these listening and intervention techniques to operate in very differentiated points of purchase, in order to understand if there are sales possibilities in the customer’s area of free circulation, what margins for improvement might be considered, and what actions need to be taken to exploit all possible opportunities.