Consumer Psychology

Thoughts, beliefs, feelings and perceptions all influence how people buy and how they relate to the goods and services that are being offered.  A fundamental aspect of human behaviour is arousal, retailers must aim to cr ...

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Above the line promotion

This is the term for any paid for communication in any third party media.  Examples of this are advertising on TV or on the radio or running advertisements / advertorials in newspapers or the local press.  This type of p ...

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Area Management Communication

It is important for an Area Manager to be aware that although technology is a powerful weapon in acquiring and communicating with its consumers there are still many that prefer the traditional communication methods such ...

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The 5 P’s

It useful to perform your own detailed 'Competitor Analysis' a usfull tool to consider is the 5 P’s to look for trends 1. Place (Location of their stores) 2. Product – The breadth of their offer 3. Price – Which ...

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Sales Promotion

Straight line discounting, voucher collection based discounting,  short-term discounting (i.e. Buy one get one free type offers), free on-pack sampling where a free sample of a new product is distributed free of charge w ...

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Store Layout & Image

Floor plans and store layouts depend on the type of products sold, the building location and how much the business can afford to invest into the overall store design. ...

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