Inaccurate store profiles waste money and can destroy your brand at retail brick and mortar locations. Retail marketers carry the responsibility of ensuring the correct point-of-purchase signs are delivered to each store on a regular basis. This may sound simple on the surface, but many people don’t understand the complexity of your retail network and your promotions. Every single store has unique advertising opportunities and capabilities. Additionally, you need the … Read More
We have all visited a store, restaurant, or convenience store that has done a poor job posting point-of-purchase advertising. For me, there is nothing worse than seeing a promotional poster sloppily taped to a window. This lack of care when installing at-store marketing destroys the efforts of hard working marketers and ultimately leaves a negative brand impression on consumers. Ensuring store level brand compliance is extremely challenging in complex retail … Read More
Preventing inefficiency in your in-store marketing is vital. Identifying ways to measure your process can help you eliminate issues before they spread and become fragmentitis. Here are 5 key performance indicators that you should consistently evaluate in any in-store marketing process. Deadlines are fundamental to ensuring in-store marketing success. If deadlines are missed, there is a chain effect that usually results in substantial cost implications (often times it ends up … Read More
Last Week my colleague, Heather Reid told us all about the fragmentitous blues. She’s back this week to discuss how to streamline at-store marketing processes. Unfortunately, curing fragmentitous is not as easy as clicking your heels three times. But you can streamline your at-store marketing processes, and it may be easier than you think. I have a tool you can use to first understand your process and then work to … Read More
My arch-nemesis, fragmentitous, is a popular topic of conversation around Pointsmith. My colleague Heather Reid, also known as the at-store marketing maven, is always helping retailers increase their brand efficiency. In this two part blog, she will first identify the problems fragmentitous causes in the marketplace. The second part will discuss her strategy to battle and defeat it. Ever since I heard Pointman describe fragmentitous, also known as process inefficiency, I have … Read More