Retail Communication Mix

Molton Brown

Two of the retail communication mix that is adopted by Molton Brown are:

Store Atomosphere and Visual Merchandising

At Molton Brown, it has a quiet and contemplative atmosphere which leave the customer with an impression of a premium brand that Molton Brown wishes to convey. Often, customers unknowingly spend longer time in the shop due to the aroma of the products, soothing music, the ambience and the wide aisle which make them feel comfortable.

Besides that, products are grouped according to categories in an open and glass fronted cabinets and are displayed in a clean, simple and contemporary manner to ease the search of products for the customers. New arrivals or impulse-buying products are often placed in-front of the store to attracts customers into the store. Store displays are back-lit, visually relaxing and subtly elegant. Molton Brown manages the tester experience by providing a stone sink to test hand-washes and body lotions that can be a welcome refreshment to tired city shoppers.

Reason: To allow each shopping experience in Molton Brown to be pleasurable.

Sales Promotion

In Molton Brown, they use gift vouchers as part of their sales promotion as it can be purchased as a gift to friends or family. Gift voucher helps to prevent an unwanted gift for the customers' friends or family as they can decide on what they want to buy with it. Other than gift vouchers, Molton Brown has other promotions such as discounts and free delivery when an order meets a certain amount.