Sales stimulating as a component of marketing communications in the activity of the retail enterprise "Krayina Kazok" Ltd
The article deals with theoretical aspects of retail sales promotion: sales promotion methods, merchandising, sales staff motivation. The analysis of peculiarities of sales promotion in the children's goods market is conducted and the factors of their attractiveness are revealed. The analysis of the organization and the system of sales promotion was carried out and measures were proposed for improvement of the activity of «Krayina Kazok» Ltd. The relevance of the research is the need to analyze the market for baby products to make decisions about the marketing activities of the enterprise "Country Fairy Tale" and improve sales through improved marketing communications. It should be borne in mind that they are not only a source of information, but also a means of persuasion and influence on consumers, promoting attention, psychology, perception of text and graphic images, forming associations and more. Formulation of the problem. The main issues of stimulating sales on the Ukrainian market of baby goods: • a large number of players in the market - multi-brand networks, retail stores and pavilions; advanced online trade in baby products with lower prices and a wide choice; • target-specific targeting: Mostly parents make purchases, but their choices are adjusted by the wishes of the children; • specificity of promotion of goods for children regarding the need to select effective sources of influence on buyers when choosing a product. Goal setting and research objectives. The purpose of the study is to analyze marketing communication policy based on market review, to analyze marketing activities to persuade and encourage consumers to purchase goods. Scope of application: trade. Conclusions. To increase sales, you need to attract attention with the help of creative content, information placement and prove to customers that they need to buy the product of this company. It is important not only to attract customers, but also to regularly nourish their attention to the company's activities, using effective marketing communications.