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Retail Communities
Consumers are in the driver’s seat—Now what?
Retailing in today’s transformational marketplace is a challenge for both retailers and manufacturers because consumers are unique and require individual attention.
This book helps you understand how to identify, interact and even create retail communities beneficial for consumers and retailers.
Retailing has been around as long as exchanges have existed. One person has something others want. Yet, modern day retailing has seen little innovation in the critical triangle of manufacturers, retailers and consumers. Each group has proceeded along separate pathways—all intent on achieving individual goals.
Until today! Interactive digital technologies have created new communities of customers—communities that demand radically different views, approaches and methodologies.
RETAIL COMMUNITIES presents a unique view of how customers, retailers and manufacturers interact in the digital marketplace. By combining BIGresearch’s SIMM®, CIA™ and Shopper MindSet™ consumer data sources, the authors have created consumer segments at the retail and manufacturer levels with both out-of-store and in-store views. Using 31 out-of-store and 23 in-store promotional categories, the “retail communities” idea enables all marketers on all levels to understand, plan and allocate promotional funds in what is called the “Retail Theater.”
Truly, in the customer community arena, the retailer becomes another media form to be included in any product marketing program.
Retailing in today’s transformational marketplace is a challenge for both retailers and manufacturers because consumers are unique and require individual attention.
This book helps you understand how to identify, interact and even create retail communities beneficial for consumers and retailers.
Retailing has been around as long as exchanges have existed. One person has something others want. Yet, modern day retailing has seen little innovation in the critical triangle of manufacturers, retailers and consumers. Each group has proceeded along separate pathways—all intent on achieving individual goals.
Until today! Interactive digital technologies have created new communities of customers—communities that demand radically different views, approaches and methodologies.
RETAIL COMMUNITIES presents a unique view of how customers, retailers and manufacturers interact in the digital marketplace. By combining BIGresearch’s SIMM®, CIA™ and Shopper MindSet™ consumer data sources, the authors have created consumer segments at the retail and manufacturer levels with both out-of-store and in-store views. Using 31 out-of-store and 23 in-store promotional categories, the “retail communities” idea enables all marketers on all levels to understand, plan and allocate promotional funds in what is called the “Retail Theater.”
Truly, in the customer community arena, the retailer becomes another media form to be included in any product marketing program.
172 pages, Kindle Edition
Published August 3, 2011
1 person want to read
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