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Grocery Headquarters
Is Shopper Marketing Doomed?
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David Zahn

Owner
ZAHN Consulting, LLC

On a related note (not to hijack this topic) -- do we as the "bystander" bear any responsibility to intervene? Do we make it worse? Do we side with the "reasonable" business over the "unreasonable" customer? Or, are we traitors if we align with the business when we are...

I am not sure that I would characterize it as "delusional." I would say that there is a misalignment of expectations (as has been pointed out by the examples above). Management thinks that contact (any contact) is representative of a strong relationship because it accomplishes THEIR goals:
1)...

There is so much crankiness above. Sure, we get it -- the tablet is only a tool. It is not a substitute for the craftsman. A dweeb with a high-end hammer is not any better of a contractor than s/he was before the tool was introduced.

However, the ability to...

George is right on here. What business are we in? Is it more a logistics and distribution company? A real estate play maximizing the space available to sell "widgets" (whatever they may be)? Or, is it a place to educate the market about better futures (whether that be food,...

The study raises some interesting points -- but one that is indirect that strikes me is the importance of getting to the shopper or consumer IN THE HOME (regardless of which room). The mobile aspect of sending information to a cell phone seems LESS probable to impact a purchase...

It will impact ALL channels. Shopping trips to other channels will decrease as the dollar channel refines the "right product at the right price in the right location." Competitors will definitely take note.

Assortment is a huge issue in this channel and finding the right mix of items is...

My thoughts are similar to John Boccuzzi's on this one. Ask questions that matter or the dominos will fall in unanticipated directions. The efforts that support the "actions" of a poorly implemented initiative will amount to being "the emperor's new clothes" at best.

The reliance on data, analysis, number...

Not sure what culture Professor Terry is referring to when he comments about "enforced niceness." Has he seen the vituperative attacks that occur in social media? Nevertheless, the question of whether or not there is value in understanding why people are turned off, dislike, or have issues with a...

Ben's succinct reply covers the issue completely, in my estimation. Act like posts and photos are public and only post what you would want to see highlighted in Macy's window. Employers -- asking for passwords is out of bounds.

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Thanks for all of the feedback and comments. I appreciate the thoughtfulness of the replies and the insights shared.

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