Sales Channel and Communication
1. RETAIL: Let’s consider a retail store a “products” with features, benefits, and values set up so that
customers choose to shop at their store. Here are some features a store selling paint might offer. There
are also “better” and “worse” stores at each.
• Printed and video communication at the store.
• Store help knowledge of paint.
• Store help policies, friendliness, ease of engaging.
• Part of other shopping. Ability to shop for an entire project.
• Can get help choosing colors.
• Special support for contractors who buy paint.
• Respected by interior designers and/or contractors.
A. Consider a
anded paint store like Sherwin-Williams, Benjamin Moore, or Miller Paint. Which of
these store features would best attract customers to the store? List the features most important
for attracting customers and why they are important attractors. Then discuss how they help
customers once they are at the store.
B. Now consider a hardware store or a home store. Describe why someone might choose to shop at
a hardware store or home store instead of a
anded paint store. Please include at least three
easons.
2. You are creating advertising in order to draw people to a store to shop for paint. I want you to create
a message or communication you think useful in attracting customers.
A. What is the overall message or communication?
B. Suppose you are advertising on TV. What visual (pictures, video) could help get this message
across?
C. Describe a way to use social media rather than TV