Retail advertising is generally divided into two parts: local and national advertising. Local advertising is mainly used by the regional store owner who has a shop in a particular market or deals with a particular product to reach their customers who are residing near their store while national retail advertising is mainly used by famous brands whose products are usually available in all stores located in different areas. The main objective of retail advertising is to attract customers and sell the product very quickly. Products that are advertised in retail ads are intended to be sold out as early as possible. Some of the important retail sectors are automotive, grocery, general merchandise, restaurants, etc.
Retail advertising includes various means like newspaper ads, magazines, catalogs, and direct mail. But nowadays people like to purchase products online and retailers are facing losses in their business. Now the youth do not love to go to malls to buy any product, they directly order them online which is delivered to their doorstep. The techniques used in retail advertising become old and absurd which does not attract customers though the budget that gets invested in retail advertising is huge. So there must be a change in the methods used in retail advertising so that people come towards it.
ADVERTISING TRENDS OF MAJOR INDUSTRY
1. The automotive industry is the major one that uses advertising through newspapers, television, radio, etc. to establish its brand. But nowadays those industries also prefer to spend on digital media rather than newspapers, which is why dealers of newspapers have declined subsequently.
2. Electronics retailer uses a mix of media, including digital, television, radio, newspapers, direct mail, catalogs, and circulars. With the ongoing trend of online shopping in this sector, digital advertising is increasingly significant. So, catalogs circulars, etc. are more or less getting replaced by digital advertising which will further continue.
3. The goods and furniture sector uses various advertising strategies, including television, radio, newspaper, and magazines, as well as emerging digital technologies. The main part of the ad spending will go to online media. A strong web presence provides a strong platform for the store, especially for expensive products.
4. Grocers use all media, including circulars, direct mail, radio, and television, along with digital media. Though they are decreasing the use of catalogs, and direct mail but still the use of newspaper media persists. But they are also shifting towards online advertisement day by day.
5. Clothing retailers use all advertising techniques, including rewards programs, email, catalogs, social media, newspapers magazines, etc. However, those retailers invest heavily in online sales tools, including both shopping websites and mobile apps to attract customers.
6. Restaurants use various advertising tools, including television, radio, newspapers, magazines, and digital media. Due to heavy reliance on “limited-time offers” and evolving menus, coupons are an important means of attracting people. They generally are distributed through newspapers and direct mail. Coupons are increasingly being delivered through email and mobile devices. So, it is also getting digitalised replacing the use of paper coupons.
INNOVATIVE STEPS IN RETAIL ADVERTISING:
Since the people of today’s world love to purchase online, they are not attracted by the catalogs or newspaper advertisements of the retailer so they are facing losses or shifting towards digital marketing, but that too is not easy. So there must be some innovative steps taken by the retailer and online supplier to maintain economic stability.
1) Product Customization:
One of the latest fashion trends today is the customization of a product. That is if you are able to provide your customer with a unique design monogram or logo on their product as per their wish, then they will be definitely attracted to you to purchase your product.
2) Visual Search:
Visual search is a new trend that allows shoppers to purchase a product just by snapping a photo. It helps to identify the product across various sites and retailers in just a click. To benefit from visual search in this year, retailers must be sure that their visual assets are of high quality and have increasing demand.
3) Omnichannel Experiences:
The rise of omnichannel is obvious to continue this year, so retailers must offer a consistent buying experience across channels, both online and offline. Shopping journeys now go through numerous branded touch points which is digital for sure, but physical touch points too are necessary, to have a better shopping journey.
4) Social shopping:
We have observed that people get more attracted to those things that they see on social media like Instagram Facebook etc. So retailers can use this method for their profit.
5) Store events:
In these days of online shopping, you must give customers a strong reason to visit your store like providing them some free services or products on the day of the anniversary of the store by which you can attract customers. If you want to attract online purchasers to your location, offer coupons to them that can only be used in the store. This will make your store famous among the people.
6) Maximize loyalty programs:
The Retailers can retain old customers by maximizing their loyalty programs whatever they advertise they are committed to it like if it is advertised they will provide 50% off on all products then they must give it or if they mention that they will give rewards to customers who purchase more in a year they should give it. These commitments will help them to hold customers.
CONCLUSION:
It can be said that the old tradition of retail advertising should be changed otherwise the future of retail advertising will be declined in front of digital marketing or online purchasing. New innovative steps which are mentioned above must be taken into consideration so that retail advertising gains its old position.
