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Also from Ralph Jacobson...

Braintrust Resource

IBM Corporation
Smarter Food Supply
Technology is ensuring your food is getting "smarter". (url)

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Ralph Jacobson

Global Consumer Products Industry Marketing Executive
IBM

The key in this process is to first look at the best practices around the world. I find too often that local companies do not leverage the efficient processes of experienced companies. Take the best elements of the task and implement them in your organization. Next, look at specific-line...

As 70-plus percent of Americans and 50-plus percent of the world's consumers are living in or moving into cities, the future for concentrated retail shopping outlets (e.g., malls) will increase. Many malls in economically-recovering locations are doing better than ever. In the right areas, consumer lifestyle upgrades are making...

There is an ability now to derive predictive as well as prescriptive consumer insights that can be continuously remodeled throughout the planning, execution and post-event stages of promotions. Entire marketing plans can be developed by looking at the strategy of the merchant and drilling down to the tactics in...

As assortment and value varies with supermarkets, you will find the same variance with farmers' markets. Few farmers' markets drive enough business to impact local stores, and when they might, we see supermarkets participating with a booth at the farmers' market.

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You have to market where your audience is. Both Facebook and Twitter have enough influence to augment marketing efforts. However, as more social channels come and go (like Google+), marketers need to maintain a wide presence across a number of channels and keep those presences fresh and responsive to...

Shoppers need to be welcomed as the first step in the consumer experience. That can include elements of the experience that take place well before the physical store visit. The question to ask is, "What is compelling the shopper to shop my store versus another store?" We talk about...

It is all about agility, which helps drive ROI. There are enough options with vendors in the marketplace today to "try before you buy" at little or no cost. There is absolutely no reason, that's right, no reason for a retailer nor CPG brand of any size to wrestle...

For big-box retailers, grocers and other large-format stores, POS presents quite often the only opportunity to interact with the shopper with a LIVE human...the last great differentiator. Whether that human grabs the opportunity to speak with the shopper is a whole other topic. Additionally, it will be years before...

Any offer or "gift" that is unexpected tends to provide a lasting positive impression with the consumer. Service remains the ultimate differentiator. It often compels shoppers to act, even if the service costs the merchant little or nothing to execute. I think this discussion also is wider than just...

Some great comments on this research here. I also think merchants, both retailers and direct-to-consumer CPG brands, need to be ready for what they are asking. Effective execution of the targeted promotions is critical. Certainly there are some great tools in the marketplace today to help you gain valuable...

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