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Direct Marketing
KIOSK MARKETING
A few companies have designed “customer-order-placing machines” called KIOSKS. These machines
are placed in stores, airports and other locations to take orders from customers. For example, a shoe
company based in the U.S named Florsheim Shoe company includes a machine in several of its stores
in which the customer indicates the type of shoe he wants, along with the colour and size. Pictures of
Florsheim shoes appear on the screen that meet the customer’s criteria. If the particular shoes are not
available in the store, the customer can dial an attached phone and type in his credit card number and
where the shoes should be delivered.
This method is different from vending machines, which dispense actual products.
AUTOMATIC VENDING MACHINE
Automatic vending machine is operated with coins, which are dropped into the machine and actual
products are dispensed by the machine directly to the customer. Automatic vending machine is also
called automatic merchandising or ROBOT RETAILING.
ONLINE DIRECT MARKETING CHANNEL
ONLINE MARKETING CHANNEL is one that a person can reach through computer and modem. A
modem connects the computer to a telephone line so that the computer user can reach various online
information services. Online services are now available in some banks in Nigeria.
TYPES OF ONLINE CHANNELS
- COMMERCIAL ONLINE CHANNELS: various companies have set up online information
and marketing services which prospects or customers can access after signing a contract
for the service and paying a fee agreed on monthly basis. - THE INTERNET: this is a global web of a large number of computer networks that has made
instantaneous and decentralized global communication possible. Users can send e-mail,
exchange views, shop for products, access news, food recipes and business information.
The internet requires users to pay some amount for commercial service and be connected
up to the network.
BENEFITS OF DIRECT MARKETING TO CONSUMER
- CONVENIENCE: home shopping offered by direct marketing creates fun, convenience and
trouble-free-shopping environment for consumer. - ACCESS TO TIME-SAVING INFORMATION: it saves time and introduces consumers to a
larger selection of merchandise. Comparative shopping can be done by consumer browsing
through mail catalogues and online shopping services. - FEWER WORRIES: consumers can learn about available products and services without
spending too much time meeting salespeople, and avoid opening themselves up to
persuasion and emotional factors in personal contact selling.