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shopper marketing discussion 2-17-11 afternoon
1.
2. 1. Where are your shoppers shopping?
– Shi3s
– Alterna7ves
2. What is their decision process?
– Shi3s
– Alterna7ves
3. How are you organized/resourced?
4. What is disrup7ng your work?
5. How does all of the above impact how you do:
– Messaging
– Merchandising
– Ac7va7on
6. Key takeaways – where to op7mize, and where & how fast to
differen7ate?
13. • Channels
• Pure plays
• Mul7‐channels
• Migra7ng categories – speed
• Online
• mobile
14.
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16.
17.
18.
19.
20. • ‘demographics’‐ genera7onal, adop7on, urban
• Insights
• Shi3ing points of influence
• Media consump7on
• Impact of recommenda7ons
• Impact of loca7on
• What is impulse?
• Digitally enabled trip
• Concierge‐ing
21.
22.
23. fast toys electronics
RATE OF CHANGE
frozen baby
moderate
high medium/low
STORE DEPENDENT
What is the rate of change in your category? Your op7ons:
How retailer‐dependent are you? ‐ op7mize in your posi7on
‐ differen7ate in your posi7on
‐ move posi7ons