Nikki Baird

CPGmatters: Coke Launches 'Shelf-Savvy Marketing' to Boost Sales, Create Value at Shelf

February 18, 2010

FROM RETAILWIRE:
In a presentation to retailers last month, Darren Marshall, VP of global customer and shopper marketing at Coke, said connecting with shoppers effectively calls for partnering with retailers to create value collaboratively. What do you think of Darren Marshall's seven habits of highly effective "shelf-savvy" marketers?      [more...]

I would agree with all of them except Interruption. It's not about interrupting anymore, it's about facilitating. I just recently watched the movie "The Fifth Element," and it has a perfect example of a facilitation moment. Bruce Willis' character arrives at the posh hotel. The hotel staff that had escorted him is showing him the room. He says, "I need a tuxedo for tonight's performance" and she presses a button and a rack of clothes pops out of the wall. Willis smiles in exactly that way that every retailer and every brand wants their customers to smile: a smile that says "Wow. I'll be your customer for life!"

It's about anticipating customer needs so that you're already in position when they realize they need it--that's not an interruption, and it's a much faster way to that customer's smile.