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Mark Heckman

Principal
Mark Heckman Consulting

Traditional supermarkets have realized there is little upside going forward in the "middle of the market." They are either smartly or desperately (or both) moving towards the polar ends of the market, namely "fresh" on one pole and "price" on the other. Add in the realization that with new...

I'm sure the rationale for using existing promotional names was quick recognition and capturing any cachet those promotions have to underscore the values Home Depot was offering in the spring. There is a risk, however, of diluting the "specialness" of those holiday promotions by using them repeatedly throughout the...

Sure, why not? Robots don't need sick days, sabbaticals and won't file for unemployment if you lay them off. Given that allure, some retailers will experiment with some form of automated service that takes the shape of a faux human if they can justify the expense. With that said,...

Having devised strategies (or more accurately, tactics) to lure tax refund check holders through the doors of a supermarket, my perspective is that these ploys can be very tricky. I recall during the Economic Stimulus Act of 2008, when millions of shoppers received checks, the stakes got very high...

I would have to read Daniel's book to truly know if I would totally agree or have some issues with his premise, but on the surface I concur that the process of marketing communication has sped up significantly as technology enables it to do so.

Brands are thinking more about...

I think most of us would intuitively believe that personalization is more suited for the online experience, given the flexibilities of the medium versus brick-and-mortar stores. However, for multiple-channel retailers, online personalization can be the catalyst for companion technology and associate engagement in-store that can bridge the gap between...

I am not surprised by the notion that Walmart would think it is fair and reasonable for vendors to fund price gap refunds in the Savings Catcher program. I am surprised that Walmart is said to be "asking" instead of "mandating."

Stories of Walmart using their leverage to influence vendor...

While the brand name of RadioShack has become disconnected with their offerings over the past decade, in my mind they still are the place to go if you need components, parts and more obscure needs of the audio-visual consumer.

If their marriage with Sprint and downsizing of SKUs does not...

As relevant content to the shopper becomes the mainstay of activating new customer touch points, many retailers are finding that disseminating offers and messages to shoppers on an individual basis becomes an insurmountable task.

It is vital for a top-down corporate strategy that involves a cogent plan to transition from...

Perhaps the male shopper is the missing link the industry is looking for to accelerate the use of in-store shopping apps and location-based targeting. Having said that, improvements in content, targeting accuracy and consumer ergonomics (ease of use) are still going through much needed refinement which need to happen...

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