3. Integrate marketing channels
While a robust shopper marketing strategy is undoubtedly beneficial, it also requires oversight to ensure the messaging is cohesive and the different touchpoints are working together. This can be accomplished by staff or a third party to manage each different channel, or through a tool that allows you to manage it all through a single portal. From that point of view, it’s easier to ensure that all marketing has a cohesive look and feel that represents the store brand.
Without integrating all touchpoints, retailers risk sending a disjointed message that confuses the customer and does not accomplish the goals of converting customers from fuel-only or increasing market-basket size.
Clutter also can decrease the effectiveness of your different marketing channels. Many CPG vendors provide coolers, signage and more to display their specific products in a convenience store. While these can be great free forms of shopper marketing, they can also be distracting. Accept such freebies carefully; if there is too much to look at, most customers will simply look at nothing. That said, choosing a few key CPG items that integrate well with your overall strategy can often help fund some of larger marketing initiatives.
Once retailers understand their historical sales and set marketing goals, they can create a strategy that relies heavily on shopper marketing to increase market-basket size and bring more fuel-only customers inside the store.
Brian Nelson is COO of NewsBreak. The Knoxville, Tenn.-based company is a programmatic merchandising platform for the fuel and convenience retail industry that converts fuel-only customers to multi-product purchasers with an automated multichannel network.
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September 01, 2020 at 04:47AM
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Opinion: 3 Tips to Get the Most Out of Marketing - CSPDailyNews.com
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