Management Strategies for Retail Marketing

The retail industry continues to change with changes in technology, development of business and consumer needs. Retail business is all business activities related to the sale and delivery of services to consumers for its use of the individual as a person or family. To succeed in a competitive retail market, retailers must be able to offer the right product, at a price, time and place as well. Therefore, understanding the characteristics of the retailers to target the consumer market or to be served is very important.In its operation, retailers, among others, perform some functions to help the consumer in providing a variety of products and services. Split function and add value to products, the overall manager of the retail business requires the implementation of management functions are integrated both functions of finance, marketing, human resources, and operational. So that retailers can fully understand the scope of its retail business, how the strategy development and business management.

Retail strategy is a statement that explains things:

1. Target markets, which market segments are planned to be served to focus the activities associated with the resources that must be prepared by the retail
2. The format is planned to be used separately to meet the needs of your target market. The format is a combination retail, retail is based on the nature or characteristics of goods and services offered, pricing policies, advertising and promotional programs, design stores, and special locations.
3. Retail planning basis for sustainable competitive advantage or the advantage of competition can be maintained in the long run.

Thus each of the retail strategy will include:- Selection of target market segments and the determination of retail formats- Development of competitive advantage that enables retailers to reduce the level of competence facingIs a retail concept that focuses on retail management orientation in determining the needs of target markets and meet their needs more effectively and efficiently. The successful retailer must meet the needs of customers in market segments that are served better than those made by competitors. The main task in developing the retail business is to set the target market. This process begins by defining market segmentation.

Things - important things that must be considered in the retail business to develop competitive advantages:

1. Consumer loyalty Consumer loyalty means loyalty of consumers to shop at certain retail locations. Have a loyal customer is an important method in maintaining the advantages of its competitors, if it has a loyal consumer means consumers have an aversion to a customer on a competitor retailer.

2. Loyalty program Loyalty program is part of the overall management of customer relationships, this program is generally run in the retail business, loyalty program in collaboration with customer relationship management / Customer Relationship Marketing (CRM). Member - member loyalty program in mind when they buy, because they use some type of loyalty card, purchase information is stored in large databases, the database can be known from other types of goods purchased by consumers of what, by using this way retailers can customize a variety of offerings to meet the needs of loyal customers as well. Some retailers are already using this program such as: Alfa with AFC (Alfa Family Club), Carrefour Shopping Card (M) Carrefour, Matahari with MMC (Matahari Club Card), and many other examples. 

3. Location Location is a major factor in the selection by the consumer. It's also a competitive advantage that is not easily imitated. For example: Starbucks, they create a market presence that is difficult to compete; Carrefour, they always specify the location that is always strategic. The selection of the exact location has the advantage that:

1. A long-term commitment of resources that can reduce the flexibility of future retail itself.
2. Location will affect the growth of retail business in the future, the selected area should be able to grow economically so as to maintain the continuity of the store at the beginning or the future.

Determination of the location can be started by selecting a community, this decision depends on the potential for economic growth and stability as well as competition and political climate. but it also largely determines the geographic location. 

4. Human resource management Retail is a labor intensive business, the employees have an important role in providing services to consumers and build customer loyalty.

5. Distribution & information systems All retailers try to manage the business efficiently, they continue to meet consumer needs, and at the same time the member consumer goods at a price better than the competitors, or decide to use the opportunity to attract customers from competitors by offering services, goods, and a better visual presentation. 

6. Goods - goods that uniquely Develop labeled brands (also called store brands) which are the products developed and marketed by retail and only available from the retailer. 

7. Customer service It takes time and effort to build a tradition and reputation for customer service, because of good customer service is a valuable strategic asset.
Yoyo Subagyo, retail marketing consultant.