Retail Marketing Strategy

By Prita Meilanitasari
 Absensi
e3b253
• Aktif : 2023-06-28 12:30:00
Berakhir : 2023-06-28 14:45:00
 Definisi
• Strategi pemasaran ritel adalah metode untuk
desain dan manajemen kampanye yang
meningkatkan visibilitas merek dan produk di
pasar untuk meningkatkan kinerja penjualan.
 Contoh Retail Marketing Strategy
1. Brand 2. Competitive 3. Customer 4. Customer 5. Customizable
partnerships analysis communication surveys features

9. Multiple
6. In-store 7. Launch 8. Local 10. Optimized
channel
interaction events searches point of sale
integration

11. Loyalty 12. Remarketed 13. Store

promotions products categorization

https://www.indeed.com/career-advice/career-development/retail-marketing-strategies
 Types of retail marketing
In-store • Any promotional activities that take place inside your store.
• Example: Offer samples of new products, Hosting events like live
marketing music or product demos

Traditional • Finding a target audience through offline channels like print

marketing or billboard ads.
• Flyers and brochures, Direct mail, Newspaper ads, Event marketing,
marketing like pop-ups, Referral marketing, Radio ads

Digital • Promoting your store or products through organic and paid efforts
using online platforms.
marketing • SEO, Email, Instagram, Facebook, TikTok, SMS, Product Placement
What is common retail strategy?

Product Price

Place Promotion
Retail Marketing Mix: 7Ps
 Retail Marketing: 7Ps
• Produk: Karakteristik, faktor penjualan yang unik, dan kualitas keseluruhan dari produk atau
jasa yang ditawarkan
• Promotion: Metode yang digunakan untuk mengiklankan produk melalui banyak saluran
disebut sebagai promosi
• Price: Rencana harga jangka panjang produk, termasuk promosi, diskon, dan penawaran
khusus
• Place: Di mana pelanggan menemukan produk Anda, mempelajarinya, lalu membelinya
• People: Mereka yang berhubungan langsung dan tidak langsung dengan klien target Anda
• Process: Bagaimana Anda akan mengirimkan produk ke klien dan memberi mereka
pengalaman terbaik
• Physical Environment: barang nyata dan pengalaman yang meyakinkan klien bahwa produk
Anda asli — dalam hal digital, ini termasuk kunjungan situs web, email konfirmasi,
testimonial, umpan balik klien, dan banyak lagi
 Successful Marketing strategy
• Understand your customers and their needs
• Choose the right products and services to
meet their needs
• Take location, accessibility and convenience
into account
Location is right key for retail business
Faktor pemilihan Lokasi Retail:
– Local Market
– Lingkungan bisnis
– Demografi populasi
– Visibilitas dan aksesibilitas

Tipe Lokasi Retail:

– Department stores: ICON Mall, TP, Pakuwon
– Shopping centres dengan area tertutup: area sopping
bawah tanah
– Shopping centres area terbuka: komplek ruko east
coast
– Local stores: pasar tradisional
– Area toko di pinggir jalan: Jl Kedungdoro Sby
– Freestanding kiosks and carts: Chick fry, pop up store
 Media Promosi
1. Baliho

2.
Spanduk

3. Brosur

4. Banner
Media Promosi
5. Iklan di
Search Engine
(Pay Per Click)

6. Sosial
Media

7.
Merchandise
Understanding
Retail
Customer
Habit
Understanding
Shopping Habit
 Shopping Habits Overview
Gen Z Overview (ages 18-24)
• Social media, YouTube ads, and internet search are the top ways Gen Z discover
new products
• Instagram, YouTube, and TikTok are the top social media apps among Gen Z
• 33% of Gen Z have bought a product based on an influencer’s recommendation in
the past three months, and 28% have bought through an in-app shop
• 1 in 2 Gen Zers want companies to take a stance on social issues, specifically racial
justice, LGBTQ+ rights, gender inequality, and climate change. When companies
advocate for these issues, it has a strong impact on Gen Z purchase decisions
• Ads on streaming services beat cable TV for reaching Gen Z. Retail discovery is still
relevant, but less frequent than digital channels

https://blog.hubspot.com/marketing/how-each-generation-shops-differently
 Shopping Habits Overview
Millennials Overview (ages 25-35)
• Social media, internet search, and YouTube ads are also the top ways Millennials discover
new products
• Facebook, YouTube, and Instagram are the top social media apps among Millennials
• 28% of Millennials have bought a product through an in-app shop in the past three
months and 26% have bought based on an influencer's recommendation
• 41% of Millennials want companies to take a stance on social issues, specifically racial
justice, income inequality, climate change, affordable healthcare, and LGBTQ+ rights.
When companies advocate for these issues, it has a strong impact on Millennial purchase
decisions
• Ads on cable TV beat streaming services for reaching Millennials by a small margin. Retail
discovery is still relevant but less frequent than digital channels
https://blog.hubspot.com/marketing/how-each-generation-shops-differently
 Shopping Habits Overview
Gen X Overview (ages 35-54)
• Gen X prefers to discover new products through search, television ads, and in retail stores
• Gen X discovers new products on social media more frequently than any other channel,
even though it isn’t preferred
• 90% of Gen X use social media - Facebook, YouTube, and Instagram are their favorite
apps
• 18% of Gen X have bought a product through an in-app shop in the past three months.
The same number bought based on an influencer’s recommendation in that period
• 35% of Gen Xers say companies should take a stance on social issues, specifically climate
change, affordable healthcare, racial justice, and income inequality. 38% say companies
shouldn’t engage with social issues, and 26% aren’t sure

https://blog.hubspot.com/marketing/how-each-generation-shops-differently
 Shopping Habits Overview
Boomer Overview (ages 55+)
• TV ads, internet search, and retail stores are the top ways Boomers discover new
products
• Social media falls flat for boomers - just 17% have discovered a product on it in the past
three months, and only 4% have purchased a product on a social app in that time
• About half of boomers say companies should not take a stance on social issues. When it
comes to influencing their purchase decisions, social issues simply have no impact on a
majority of Boomers.

https://blog.hubspot.com/marketing/how-each-generation-shops-differently
 Contoh Memahami Kondisi Pasar: Gen Z
- Fashion

https://info.populix.co/articles/kebiasaan-generasi-z-belanja-di-e-commerce/
 Contoh Memahami Kondisi Pasar

Gen Z condition:
1. Suka eksplore merk
2. Pembelian barang yang
non-fit jarang online
3. Kualitas >> Kuantitas
4. Rekomendasi penting
5. Harga = Kualitas
https://info.populix.co/articles/kebiasaan-generasi-z-belanja-di-e-commerce/