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The retail portion of the green industry, valued at $50.55billion, continues to provide a major connection between the industry and consumers. Given the importance of retailers in the green industry and little research exists that documents their advertising practices and impacts, the 2013 Trade Flows and Marketing Practices survey included questions to capture data for retail-only firms. This paper reports on the percentage of sales retailers allocate to promotion and advertising, including a breakdown of media used; point-of-sale (POS) materials and how they are acquired; how green industry retailers are using social media andmobilemarketing [in particular, quick response (QR) codes]; the methods retailers use to collect customer demographics; customer loyalty programs (CLP); and how they aremanaged by retailers and a comparison of retail firms’ advertising practices by size of firm. A combination of mailed and Internet-distributed surveys resulted in a total of 699 useable retail business responses with greater than or equal to $1000 in annual revenue. The median expenditure as a percentage of sales on advertising was 3.6% for all retail firms responding with 33.7% spending no dollars on advertising. In examining the distributionbasedonmedia type, the Internetwas themost frequently listed by firms (32.3%) with a mean expenditure of 42.5% of total advertising dollars. Social media was listed secondmost frequently (21.5%) with amean expenditure of29.6%.Newspaperswere listed as the thirdmost frequentlyused typeofmedia (18.0%). Socialmedia use is strong and among socialmedia platforms, Facebook (60%) far exceeds anyotherplatform.A thirdof the respondents (34.2%) reported theuseofPOSmaterials. A very small percentage of firms (3.0%) reported using QR codes and 19.4% reported having a CLP. Of those, 45.8% used customer purchase cards, whereas 35.4% used POS software. Nearly 33% of the firms collected demographic information about their customers.Of those, themethodwith thehighest percentageuse (multiple responseswere permitted) was social media (50.7%) followed by CLP (48.9%), web visits (34.5%), questionnaires (15.7%), social coupons (13.5%), census data (3.9%), andmarketing firms (3.1%). There were firm-size differences in seasonal employees and mean sales per employee with large firms having greater numbers than hobby, smallor medium-sized firms. There were no differences in the percentage of advertising media allocations based on firm size, but large firms used web visits, social coupons, and social media more than other types of firms to collect customer demographics. While, green industry retailers are currently using social media for marketing green industry goods, they have much more opportunity to use electronic media for CLPs and to begin using QR codes or other mobile-centric technologies to deliver in-store promotional information to consumers.

Retail Promotion and Advertising in the Green Industry: An Overview and Exploration of the Use of Digital Advertising