Advertising serves not only to products manufacturers, but also to the retailers. Many traders, trade networks and even e-commerce online stores face with the same kind of challenges, as the product manufacturers do. To stay in business they have to form customers' loyalty and mold their buying habits. In order to do that, they themselves have to become brands. Many have already realized the mistake of attracting customers to their stores using only demand stimulation methods.
Let us say, one week they offer people a discount of 40 percent, but what will they do next week? They cannot increase the discount amount, however, people get used to such things fast and every time they want more. Therefore, various retailing companies understood the importance of developing brand assets. Some of them, for example, invest in the extensive brand advertising campaigns and, as for the rapid sales increase, they use radio advertising.
Retailing companies have to build strong emotional links with their customers. To prosper they have to stand out of the crowd with the aid of advertising. They have to become differentiated.
Retail trade advertising uses all possible sorts of Media and advertising tools. However, one of the most effective advertising ways is advertising in the stores. Researches done in one of the trade networks showed that the advertising in the places of purchases increase, for instance, sales of coffee on over 500 percent, paper towels sales on 700 percent and tooth paste sales over 100 percent.
Most of the specialized stores and supermarkets would gladly permit companies to locate their facilities products' advertisements. Up to a half of in-store advertising messages are designed by advertising agencies or demand stimulation departments. Agencies develop short and long-term advertising programs for brands.
Retail trade advertising has various forms and categories. However, there are six of them that would best suit its purposes and meet the needs of retailers.
· Promotional advertising;
· Half-promotional advertising;
· Non-promotional advertising;
· Assortment advertising;
· Combined advertising;
· Institutional advertising.
The largest part of the retailers' profit comes from advertising and selling famous 'market brands'. However, an important marketing part belongs to 'personal brands'. For retailers and stores it is vital to create various personal brands, when products of particular manufacturers are not sold all in the same store section. They put up small brand sections for each brand products separately, that makes them stand out of the whole mass of various goods. Such marketing strategy brings some tangible income both, to manufacturers and retailers.
All this forms of advertising have to fall in line with their brand marketing and advertising strategies. They have to be used as parts of the integrated marketing communications. Otherwise, they would cause rapid sales increase because of brand asset decrease. Such advertising stimulation may discord the integrated company image and, while achieving short-term goals, ruin the achievement of the long-term goals.