Marketing in retail
retail marketing: driving traffic and basket size, loyalty programs, the rise of retail media as a profit engine, and promotions.
Retail and distribution marketing operates at the intersection of physical and digital experience, where footfall, basket size, and loyalty economics determine profitability. This block builds sector fluency across three layers: how classic marketing frameworks (segmentation, positioning, mix) translate to omnichannel retail; how to measure and benchmark acquisition cost, lifetime value, funnel conversion, and retention against category norms; and how promotional, pricing, and loyalty practices must comply with advertising standards and consumer-protection rules. Learners will connect campaign decisions to measurable commercial outcomes while recognizing the regulatory boundaries that shape claims, pricing displays, and data use in retail marketing, preparing them to evaluate and challenge marketing strategy in real retail organizations.
Ce que vous allez maîtriser
- Apply segmentation, positioning, and channel-mix frameworks to omnichannel retail scenarios
- Calculate and interpret CAC, LTV, conversion, and retention metrics against sector benchmarks
- Diagnose funnel leakage and loyalty program performance to recommend marketing budget allocation
- Identify advertising, pricing-display, and consumer-protection compliance risks before campaign launch