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Unit 14: Disseminating Product Information to Retail Personnel

14.2 Communication Techniques Used by Buyers to Reach Retailers Notes

In the retailing of yesteryear, brick-and-mortar organizations—the mainstay of selling
to shoppers—were considerably smaller than they are today, Except in the huger companies,
buyers were able to regularly visit the stores to which they supplied the merchandise was a
typical obligation for buyers to make the rounds of department store branches and units in the
chain operations. If the company was very large, and the various outlets were not within close
proximity to the company’s flagship or center of operations, then “key” stores were earmarked
for the visits, by concentrating on these particular units, the buyer was able to assess the business
at the others.

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Caution This communication was considered vital to the movement of the merchandise
from the store’s she and racks to the consumers’ homes.

Of course, with the enormity of many retail empires, today this in-person visit is more likely to
be the exception rather than the rule.

14.2.1 Communication Techniques in Supermarkets

The grocery shopping bill can add up quickly and leave an empty wallet. According to
supermarket industry expert Phil Lampert, surveys found that about 40 percent of items bought
at the supermarket were impulse buys that were not on the shopping list. Supermarkets use
clever communication techniques to encourage customers to spend more money. Shoppers
should be aware of the subliminal messages being sent from the time they enter the door.

 Buy One, Get One Free: The “Buy One, Get One Free” offer is a supermarket technique that
has been used for years. This type of sale communicates a message to the customer that
they are getting two items for the price of one. The goal is to make customers buy an item
that they may not originally have desired because it appears to be a deal. Shoppers should
consider whether they wanted the product in the first place and whether they need two of
the same item.

 Loyalty Cards: Many supermarkets have a loyalty card system in which customers sign
up and receive special promotions. Loyalty card customers receive coupons in the mail
and offers for “special” supermarket sales. These perks are beneficial for saving money.
However, in signing up for a card, the customer may be required to include personal
household information. With the use of the card, supermarkets can gauge the shopper’s
choice of products and compile data for marketing strategies.

Did u know? When offering the card to new customers, the supermarket is communicating
the message that it wants to build a trust system. The goal is to ensure that the customer
will come back often and spend money.
 Item Placement: The placement of items in a supermarket is a skillful communication
technique. Many supermarkets place essential items such as milk, eggs, meats and bread
at the back of the store. This means that shoppers must walk through many aisles containing
other products before reaching the area. Stores move items or rearrange aisles on a frequent
basis for the same reason. Likewise, impulse-buy items such as candy bars and magazines
are placed in the checkout line, where customers are bored and easily tempted.
 Smell and Taste: The use of smells is a communication technique used to trigger a hunger
response, causing shoppers to purchase the food. The bakery is often placed close to the

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