What is retailing? Explain the concept of shopper marketing
What will be an ideal response?
Retailing includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. Many institutions — manufacturers, wholesalers, and retailers — do retailing. But most retailing is done by retailers, businesses whose sales come primarily from retailing. Retailing plays a very important role in most marketing channels. Last year, retailers accounted for more than $5 trillion of sales to final consumers.
Many marketers are now embracing the concept of shopper marketing, focusing the entire marketing process — from product and brand development to logistics, promotion, and merchandising — toward turning shoppers into buyers as they approach the point of sale. Of course, every well-designed marketing effort focuses on customer buying behavior. What differentiates the concept of shopper marketing is the suggestion that these efforts should be coordinated around the shopping process itself.
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