NON-STORE BASED RETAILING

PRESENTED BY

ASHIT SAXENA (BBE/4540/13)SIDDHARTH BHUSHAN (BBE/4537/13)

WHAT IS NON-STORE RETAILING?

Non-store retailing is a form of retailing in which sales are made to consumers without using physical stores.

The non-store retailers are known by medium they use to communicate with their customers, such as direct marketing, direct selling and vending machines or e-tailing.

WHO ARE THE CUSTOMERS?

Non store retailing is patronized to time conscious consumers and consumers who can't easily go to stores, or compulsive buyers.

Most non-store retailers offer consumers the convenience of buying 24 hours a day seven days a week and delivery at location and time of their choice.

NON-STORE RETAIL INDUSTRY

Non-store sales are now growing at a higher rate than sales in retail stores.

Non-store retailing now accounts for more than 15% of all consumer purchases, and it may account for over 1/3 of all sales by the end of the century.

TELEMARKETING

METHOD OF DIRECT MARKETING IN WHICH A SALESPERSON SOLICITS TO PROSPECTIVE CUSTOMERS TO BUY PRODUCTS OR SERVICES, EITHER OVER THE PHONE OR WEB CONFERENCING APPOINTMENT SCHEDULED DURING THE CALL.

MAIL ORDER OR CATALOGUE MARKETING.

Direct selling method in which merchandise from several vendors, or several items from the same vendor, are presented to prospective buyers via mail or internet.

TELESHOPPING. In this form of direct marketing the product is

advertised on television, details about the product features, price and things like guarantee/warranty are explained.

Phone numbers are provided for each city, where the buyer can call in a place the order for the product. The products are then home delivered.

E-MAIL MARKETING.

E-MAIL MARKETING.E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing.

WHY E-MAIL MARKETING?

•Cost Savings•Quick Response Cycles•Generates Revenues•Popular Medium •Effective Medium•Results are Measurable•Builds Customer Relations

SOME OTHER FORMS OF NON-STORE RETAILING

It is a is a machine that dispenses merchandise when a customer deposits money, validated by a currency detector, sufficient to purchase the desired item .

VENDING MACHINE.

SOME OTHER FORMS OF NON-STORE RETAILING

THE INFORMATION KIOSK

It is the first kiosk platform for a variety of functions offered on many kiosks in the marketplace today. By the touch of a finger users can gain access to product information, company services, forms and printouts for retail stores, schools, churches, city government, tourist locations and more.

SOME OTHER FORMS OF NON-STORE RETAILING

AIRPORT RETAILINGIn past, the leading airport retailers were fast food outlets, tiny gift stores, and newspaper/magazine stands. Today airports are a major mecca of retailing. At virtually every large airport, as well as at every medium ones, there are full-blown shopping areas.

ADVANTAGES OF NON STORE RETAILING

Its freedom from a physical retail presence. The high fixed costs of operating retail outlets are

eliminated. The breadth of customer coverage is considerably

wider than is possible with an individual retail location.

Companies do not have to spend large sums or dilute stock building new locations, or acquiring them.

This truly gives the non-store retailer a global market from a cheap, centralized location.

DISADVANTAGES OF NON STORE RETAILING.

There is also the fear of credit card abuse and mail fraud, both related to the sense of detachment that not holding a prospective purchase brings.

And since most of us do not have the luxury of a pricey T1 Internet connection, we must still deal with painfully slow connections.

CLASSIFICATION OF NON-STORE RETAILING.

NON-STORE RETAILING

DIRECT SELLING

DIRECT MARKETING

DIRECT-RESPONSE MARKETING

DIRECT SELLING. The marketing of products to ultimate

consumers through face-to-face sales presentations at home or in the workplace

Party plans: Hosting groups to view a product demonstration and encouraging participants to purchase the products.

Example: Eureka Forbes.

PROS AND CONS OF DIRECT SELLING.

Benefits Personal attention to customer. Convenience of time and place of presentation.

Limitations High costs make it the most expensive form of

selling. Negative consumer view of direct selling.

DIRECT-RESPONSE MARKETING•In direct-response marketing, marketers use broadcast media to get customers to contact them directly.

•It is direct-response marketing because the communications from the customer to the marketer are direct, this differentiates it from simple direct marketing in which the communications from the marketer to the customer are direct, but do not allow for instant feedback.

DIRECT MARKETING. An interactive system of marketing which uses

one or more advertising media to effect a measurable response at any location, forming a basis for creating and further developing an ongoing relationship between an organisation and its customers.

REASONS FOR THE GROWTH IN DIRECTMARKETING.

THE RANGE OF DIRECT MARKETINGTECHNIQUES

DIRECT MAIL.MATERIAL DISTRIBUTED VIA THE POSTAL SERVICE TO A RECIPIENT’S HOME OR BUSINESS TO PROMOTE A PRODUCT/SERVICE.

DIRECT MAIL - THE ADVANTAGES

• Targeting - for example using the post code, targeted campaigns can be developed using geographical / demographical criteria.

• Personalisation - large numbers of personalised mailings can be undertaken regularly.

• Response rates can be high.• Flexibility of creative scope.• Can hold attention of reader/recipient.

DIRECT RESPONSE ADVERTISING

STANDARD BROADCAST AND PRINT MEDIA DESIGNED TO GENERATE A DIRECT RESPONSE.

EXAMPLE: AN ORDER OR PERSONAL VISIT.

PRINCIPLES OF DIRECT RESPONSE ADVERTISING.

• The focus should always be on what sells.• Not always necessary to reinvent the wheel when designing

campaigns.• Make the ‘offer’ the central theme of the designing campaign.• Long copy can sell if the reader is engaged.• Select creativity that sells, not that which just looks good.• Always test and measure response.• Select and retain media not on their ratings, but on their ability

to sell for you.• Always ask for the order or for further action.