External communication method for retailers Essay

External communication method for retailers - Essay Example More importantly, the communication mix will be part of the discussion with major focus on the retail business. The growing market of retailers, increased competition, and their hunger of constantly attracting and retaining their customers has made it important to achieve excellence at communicating the value and the rest of this paper would discuss the same. Since most of the retailers engage in mass marketing, the formula for them remains somewhat low per unit profit, high volume of sales, and board customer base, which in turn result in some handsome gross profit (Bhatia, pp. 161-164, 2008). In addition, high volume of sales means that everyday retailers have to deal with many customers coming from diverse backgrounds. However, life would have become easy if customers would have all the information and they would have perceived the product, prices, and the offer the way retailers wanted. Most of the marketing experts agree to the fact that the external retail communication mixes endeavor for building brand equity and other all other retail communication methods or channels consist of six major modes of communication. These elements namely are advertising, sales promotion, personal selling, public relations, direct marketing and events, and experiences (Reynolds, Cuthbertson & Bell, pp. 69-75, 2004). It is also important to note that retail communication goes far beyond these specific platforms and goes on to include things like packaging, style, price, colours, infrastructure of the store, location, sales person’s outlook and others (Samli, pp. 56-58, 1998). However, since most of these things are internal, therefore, they will not be able to create a place for themselves in this discussion. In this regard, advertising is the most feasible option for any retailer who wants to build a long-term image for its brand. In fact, advertising may be the answer for any retailer who wishes to trigger the sale quickly. However, it is an