I’ve talked a lot about consumer trends in 2012. The evolving consumer is smarter, savvier, and more interested in an experience. Some brands and retailers are responding with new marketing approaches. Let’s take a few recent examples to see what this indicates about the consumer. JC Penney – Simplification. JC Penney has streamlined their pricing approach. Instead of coupons and massive direct mail campaigns, they are providing an everyday low … Read More
When it comes time to evaluate your strategic partners for at-store marketing, how do you make a decision? You are juggling a huge responsibility. You need to find a partner who can streamline your processes, produce the best quality marketing materials, and ultimately drive the bottom line. There are many players involved and you must ultimately do what’s best for the business. A Request for Proposal (RFP) is typically … Read More
Enhancing the shopping experience is obviously a big marketing focus for most retailers in 2012. As technology continues to advance, consumers’ appetite for tools that simplify and enhance their shopping experience grows exponentially. Therefore, it’s so important to focus on your brand promise and how technology can help you deliver it to consumers more effectively. To expand on this topic, Rick Baker is guest blogging about the value of useful … Read More
Consumer brand vendors (referred to as brands in this blog) and retailers should be allies in our marketing universe. However, due to high pressure and an ever changing retail landscape, the duo often lose track of their common ground. Retailers are focused on getting more people into a store, increasing category purchases, and adding value to the shopping basket. Brands want more product skus, more shelf space, and mass … Read More