SHOPPER-ORIENTED SALES PROMOTION TOOLS USED BY RETAILERS

Background.Shopper-oriented sales promotion tools are important part of sales promotions used by retailers. Thus, classification of these tools is scientifically and practically significant. Analysis of recent sources and publications. In the modern classifications of sales promotions that are offered in the scientific and professional literature, more attention is paid to the sales promotion tools of the manufacturer while retailers are more often mentioned as partners and intermediaries in those classifications. Results.In this article modern classifications of shopper-oriented sales promotion tools used by retailers are analyzed and improved. The author proposes to divide shopper-oriented sales promotion tools used by retailers into four groups: price sales promotions, active sales promotions, additional trading services, and charitable sales promotions. Tools of all four groups are considered. Classification of price promotion based on type of price discrimination and classification of additional trading services based on stage of the buying process that they simplify are suggested. Conclusion.Shopper-oriented sales promotion tools used by retailers are to some extent different from consumer-oriented sales promotion tools used by manufacturers. Among shopper-oriented sales promotions charitable promotions, which have not been yet considered in domestic scientific literature, and additional trading services, which have not been studied enough, should receive more attention in further researches.