Retail formats, particularly upper trade formats like hypermarkets and supermarkets, present unparalleled opportunities to influence shopper behaviour at point of purchase. Take for instance consumer promotions like discounts, banded packs, collectibles, sampling, loyalty programmes and special displays; or for instance in-store media such as television, shelf talkers, cart and floor vision, and interactive sampling via promoters.
These activities have important bearing on store choice and brand choice. From the retailer’s standpoint they draw shoppers and increase their store loyalty. For manufacturers, they serve to attract new or lapsed consumers as well retain and reward existing consumers.
In-store activities have acquired far greater significance with the consolidation of retail, and the fragmentation of media. In many countries the incidence of shopping at a major chain is often far greater than primetime TV viewership. Consequently the need to engage with shoppers at point of purchase has grown in importance.
Displays, discounts and co-op advertising result in considerable gains in sales. In-store merchandising and communication, special displays such as that for Tiger beer in Exhibit 27.1, facings and other types of promotions, generate visibility, shape brand image and store image, and trigger purchases.
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Automated online solution for analysis of promotions.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.
The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.
It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.