Retail advertising: something special

Ko Floor

Retail consultant Ko Floor believes that for a retail brand the store itself is the most important communication tool.

Retail advertising: something special

Ko Floor

There is a considerable difference between the communication objectives of a retailer and those of a manufacturer. For a manufacturer it is very important to create a strong brand preference even before a consumer visits a store. Once the consumer is in the store the manufacturer has hardly any opportunity to influence the buying decision.

For retailers the situation is completely different. They primarily want to attract customers through out-of-store communications. Once consumers are in the store, the store design, visual merchandising and employees can turn visitors into loyal customers. For a retail brand...

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