7. Shopper Models

Retail Marketing Definition

We subscribe to the definition of retail marketing as “all the activity that occurs approaching, within, and exiting retail locations.”1

Marketing at retail takes three forms:

• Branded manufacturers branding, marketing, and selling their products at retail

• Retailers branding, marketing, and selling their private-label products in their stores

• Retailers branding and marketing their stores in the general marketplace

Brands need retailers for the distribution they provide; retailers need brands to support the statements they want to make with their store’s positioning against other retail competitors and to drive category traffic. Even while brands are helping retailers with their positioning ...

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