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communications generated by the
stores.
However, the importance given by
consumers to price, as a
determinant of choice,
consistently weakens their degree
of loyalty and forces the retailer to
“buy back” his clients, again and
again. Or is it really so? Is it really
true that customers will forget all
other aspects of motivation to get
goods cheaper?
This time-worn formula shows
signs of being ready for retirement,
with the introduction of changes in
brand-positioning, communication
and in the interpretation of
consumer behavior, on the part of
retailing professionals.
Limits for thedevelopment
ofasustainablestrategy in
foodretailing
MAURÍCIOTURRA
page66
The article deals with the
strategies adopted by food
retailing organizations in Brazil,
viewed through the theoretical
perspective of the Delta Model,
proposed by Hax andWilde II. For
the authors, the creation of long-
range economic value stems from
the development of customers’
values, via a strategy of
better
products
, conceived either as
lower prices or a differential in the
product’s attributes;
total solutions
for clients
, by trying to understand
their motives and improving
relationships, according to their
specific characteristics; or through
a
system lock-in
, meaning that the
company will endeavor to
improve all efforts on the part of
its suppliers and stakeholders to
attract and maintain its clients.
Integratedcommunication
inretailmarketing
SELMAFELERICO
page 78
The author describes the current
scene in retail communication. It
starts with a system of Integrated
Marketing Communication – IMC
– which uses – effectively –
communication tools such as
advertising, sales promotion,
public relations, merchandising
and direct marketing. But it is also
important that advertisers reach all
publics involved in the corporate
relationship, and use all channels
at hand tomake their brands
recognized and accepted in the
market place. Some examples of
recent promotional actions in
supermarkets are given, to
illustrate the text. Overall, the
article intends to provoke thoughts
about the planning of marketing
communications by the big
supermarket chains, especially
concerning the quality of the
messages which reach the
customers.
Tendenciesof retail
communication
KÁTIAMARTINSVALENTE
page 84
There are fewworse things – in a
retailer’s life – than being out of
stock, on any one product. Not
only you loose, but your supplier
does, the client is unhappy and
ready to speak badly of you to his
friends and relatives. He feels that
he is not being given enough
respect. And he’s right: brand
products are andwill be for some
time the stars in the retail show.
Another point worth of utmost
care, on the part of retail
organizations, is the visual project
of the store. It is just as important,
or more so, as price, packaging,
advertising, customer relationship
and the level of services rendered.
Salespromotion
insupermarkets
ORESTECOTRONI
page90
Sales promotion is an activity that
is intimately related with the
exchange of goods, and with
commerce in general. Although
shoppers routinely stock upwith
the items they need, for their
sustenance and social well-being,
it is also true thay they endeavor
to buy ever more goods with the
same amount of money. This is
specially true in times on inflation,
which impact negatively on
purchasing power – and in the
overall supply chain. Thus, we
may observe the use of
promotional tools in all types of
supermarkets; it is also possible to
evaluate the quantity and quality
of such activities, in relation with
the types of retail stores studied.
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