A COMPARATIVE ANALYSIS OF DIRECT MARKETING STRATEGIES USED BY RETAIL CHAINS IN THE PARDUBICE REGION

Purpose: The purpose of this paper is to analyse and compare some marketing strategies of direct marketing from the perspective of retail chains in the Pardubice region in selected period. Direct marketing is one of the most popular forms of communication mix used by retail chains in the Czech Republic, although prospectuses of each retail chain are very different. The aim of this paper is to compare and analyse prospectuses used by selected retail chains in the Pardubice region and imply some innovation for management of direct marketing strategies used by retail chains. Design/methodology/approach: The paper assumes the use of these scientific methods - primary qualitative research (survey among customers of analysed retail chains and testing hypothesis using chi-quadrate test), secondary qualitative research (comparative analysis and content analysis of prospectuses analysed retail chains). The article analyses 37 basic prospectuses and 10 special prospectuses used in December 2016 by these retail chains in the Pardubice region - Lidl Ceska republika v.o.s. (Lidl), Penny Market s.r.o. (Penny Market), Tesco Stores CR a.s. (Tesco), GLOBUS, spol. s r.o. (Globus), Kaufland Ceska republika v.o.s. (Kaufland) and AHOLD Czech Republic, a.s. (Albert). Findings: The paper provides empirical insights about marketing strategies of direct marketing used by retail chains in the Pardubice region in December 2016 which was the period with the biggest turnover in 2016. Research/practical implications: The research provides the comparison and evaluation of prospectuses of retail chains in the Pardubice region in the selected period. The paper suggests innovative recommended marketing strategy for prospectuses of retail chains which they can use especially in Pardubice region. On the other hand results of this analysis can be used by retail chains in innovation of management of their marketing strategies at the national level. Small and medium enterprises can use some results of this analysis for advertising of their products in prospectuses of retail chains and for innovation of their marketing strategies. Originality/value: This paper analysed, compared and evaluated direct marketing strategy of the retail chains in the Pardubice region and suggested recommended and innovative direct marketing strategy for prospectuses of retail chains and for small and medium enterprises.