IMPORTANCE AND APPLICATION OF PROMOTION IN RETAIL

Za razumijevanje i shvaćanje važnosti promocije kao načina komunikacije trgovačkih poduzeća s tržištem i javnošću, potrebno je istražiti promotivne aktivnosti. Promocija je aktivnost koja se prvenstveno usmjerava na krajnjeg kupca kao pokazatelja uspjeha promocije i trgovačka poduzeća koja svojom preporukom, vezano uz kupnju, utječu na krajnjeg kupca. Sukladno tome, važnost promocije ogleda se u zadovoljstvu krajnjeg kupca nakon provedenih promotivnih aktivnosti kojima se podsjeća, informira te potiče na akciju. Razvojem tehnologija razvija se maloprodaja koja ide u korak sa trendovima u promociji uz ciljano privljačenje javnosti i potencijalnih kupaca. Nadalje, u praktičnome primjeru prikazane su promocijske aktivnosti: oglašavanje, osobna prodaja, unapređenje prodaje, odnosi s javnošću te direktni marketing, i to u dva maloprodajna oblika: supermarket i kiosk, kojima je cilj informirati o proizvodu, diferencirati proizvod te naglasiti njegovu vrijednost.paper, the topic The importance and implementation of retail promotion will be explained. To understand and realise the importance of promotion as a way of communication between trading companies with the market and the public, it is necessary to explore promotional activities. Promotion is an activity that is primarily directed towards the end customer as a success indicator of promotion, then to trading companies which, with their purchase-related recommendation, affect the end customer. Accordingly, the importance of promotion is reflected in the satisfaction of the end customer after promotional activities which serve to remind, inform and encourage to take action. Technological development includes the development of the retail, which goes hand in hand with the trends in promotion with the targeted attraction of the public and potential buyers. Additionally, promotional activities such as advertising, personal sales, sales promotion, public relations, and direct marketing are presented in two retail forms in the practical example: a supermarket and a kiosk that aim to inform about the product, differentiate the product, and emphasize its value