Why is it necessary for retailers to develop and implement an integrated communication program?
What will be an ideal response?
It is necessary for retailers to develop and implement a communication program that is both comprehensive and consistent throughout all elements of their retail mix and across all delivery channels. Through this they can build appealing brand images, attract customers to stores and Internet sites, encourage them to buy merchandise, and develop customer loyalty. Without a coordinated and integrated effort, there may be mixed messages to the customers, causing customers to become confused about the retailer's image and therefore not patronize the store.
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