Retail Marketing: How to Win

"Retailers Lead, Manufacturers Follow"

Especially as retail consolidation continues, retailer power continues to grow, and fewer and fewer customers determine a brand's success, we find that retailers are too often leading and controlling Customer Marketing.   There is too much 'buying from' and too little 'selling to' retailers.

"Customer AND Consumer/Shopper"

Customer Marketing often falls short in terms of delivering against BOTH brand and retail marketing objectives, and fails to be driven by BOTH Consumer and Shopper insights.   There is too much 'selling in' to customers and not enough emphasis on 'selling through' to consumers/shoppers.

"Integration and Scale Leverage"

Brand driven programs often lack the scale leverage required to gain customer attention and maximize effectiveness and efficiency.   Program delivery is diffuse and inefficient.   Companies must develop effective scale leverage approaches.

"Execution Intensity"

Customer Marketing is a complex, costly, and executionally intensive process, involving numerous brands, customers, programs, and sales personnel.   The approach MUST be systematic, turnkey, and cost effective.

"What Happened....and Why?"

Customer Marketing activities often encompass minimal ongoing measurement and evaluation, and resulting learning that can be applied for future improvement.   Too much emphasis on 'today', too little emphasis on 'what happened, what worked, and why?'