Abstract
The aim of this paper is to examine the increasing effectiveness of marketing communication in an online environment usage by retailers. The methodology used in the article is based on literature research and Internet resources since those are the most up-to-date information about retailers marketing strategies in Poland. The content of Internet sites and social media profiles was analyzed. The main focus was also kept on the actions that were to result in the increase of private label potential, which is still perceived in Poland as a ‘cheaper replacement’ of a brand product, meanwhile the skillful usage of available online tools could result in a significant image improvement without high expenses. The retailers are just starting to utilize the potential of social media, although the provided content is not really diversified.
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