The 7 P’s of the Retail Marketing Mix - People (Retail Strategy 03.05.2021)

The 7 P’s of the Retail Marketing Mix

5) People

People is perhaps another most important aspect and the element of retail marketing. People in the retail store are the ones that help the customers to find their product to help them with a particular product. Is also includes the capacity of the staff and the efficiency and availability.

The staff should be capable and efficient to carry out the functions of the store smoothly. The interaction of the staff with customers should be a profession as well behaved and helpful.

If a particular product needs internal marketing it is the people who make sure that the internal marketing is done in accordance to the marketing rules and also ensures that the message reaches the right people or right customers.

People refers to anyone who comes in contact with your customer, even indirectly, so make sure you're recruiting the best talent at all levels - not just in customer service and sales force.

 

People include all the people involved in the delivery of the service to the consumers. Therefore, people in this context include the employees, the executives, and the salesmen etc. who work for the service provider.

 

People form an important element of marketing mix for services as most services are highly labour oriented. The behaviour, attitude, customer friendly nature of the personnel providing the service and the customers involved in production have a profound influence on providing quality customer service.

 

Therefore, it is quite essential for die service provider to hire right people for the right job to be performed. This will go a long way in providing consumer satisfaction and building a positive image of the organization. Examples of people – a receptionist at the front office, the executives interacting with the consumers etc.

 

For successful services marketing, the people factor is very important. Therefore, an organization should focus on all the aspects of its employees. Care should be taken at the stage of recruitment to employ the right people. They should be sufficiently trained in the art of creating and delivering services.

 

They should also be sufficiently motivated through financial and non-financial motivators. The people should be made to realize the importance of dealing effectively with the service customers. This concept is also called internal marketing.

Here’s what you can do to ensure your people are making the right impact on your customers:

·      Develop your marketers’ skills so they can carry out your marketing mix strategy

·      Think about company culture and brand personality.

·      Hire professionals to design and develop your products or services.

·      Focus on customer relationship management, or CRM, which creates genuine connections and inspires loyalty on a personal level.

The Importance of People within the Marketing Mix

One of the essential elements of the marketing mix is people. This includes everyone who is involved in the product or service whether directly or indirectly.  Not all of these people get in touch with the customers.  But all these people have their own roles to play in the production, marketing, distribution, and delivery of the products and services to the customers.

The 5^th P in the Marketing Mix

Modern marketing theories place people as the 5^th P in the marketing mix, joining the other 4 Ps namely:  product, promotions, price, and place.  Without people, all these other Ps will not complete a successful marketing formula.  This aspect refers to those who are employed by the company to: design, develop, and manufacture the products; do market research to establish demand and determine customer needs; manage the supply chain to ensure timely delivery; provide support services; and serve as touch points for customer interaction among others.

People Who Make the Products

Aside from the management team, there are people down the line who are responsible for coming up with the products and services of the company.  Companies should take time to hire people who have the competence and expertise in the particular industry they are operating in.  This is true for people in the entire organization, from the managers down to the ordinary workers.  Investing in high calibre people will allow businesses to come up with the best products and services for their target customers.  Having these people represent the company will also give the company a positive image in the eyes of the consumers.  It goes without saying that such positive image attracts sales.

People Who Bring the Products to the Customers

These are the people who are supposed to know what the customers want and what the best way is for these customers to get what they want.  Marketing efforts are focused on generating leads and attracting prospects.  When the prospects are ready to buy, these people make sure that the products and services are accessible to them in the most convenient and affordable manner.  When these people fail in their responsibility, the company will not be able to build a substantial customer base to keep their business profitable.

People Who Talk to the Customers

Companies no matter how big or small require customer service to support their products and services.  They should have the right kind of people manning their customer touch points.  For a lot of customers, this could actually make or break a deal.  Customers always want to be assured that they can talk to people who are willing and able to help them in case they have problems or concerns with the products they bought or the services they availed of.  Companies should ensure that they have customer-friendly people who are ready to serve their customers’ needs.

Customer service people can actually serve as a differentiating factor versus other competitor companies.  There are products that serve the same purpose and are configured the same way.  Customers, in these cases, look for brands and companies that can offer them exceptional customer service.  It pays, therefore, for companies to invest in training their customer service personnel.  This should encompass both the technical as well as the personal aspects of the job.  This means that they should be knowledgeable about the specifications of their products and services.  At the same time, they should also be personable and have the genuine desire to serve.

The Overall Customer Experience

It goes without saying that people definitely have an impact on the overall customer experience.  In the realm of marketing, giving customers nothing but the best experience in using their products and dealing with their people is the key to gaining more new customers and keeping more of the existing customers.  Patronage and loyalty are end results of great customer experience brought about by the entire marketing mix.