Sharp Quattron TV’s Add Yellow But Their Marketing Makes Me Blue
- Jun
- 08
You might think that the big players have seemingly unlimited funds that allow them to execute plans that cover the marketing spectrum, but that doesn’t mean their spend makes sense.
What would you do if you were Sharp? Do you think you can win by driving customers to the stores alone? Or do you win by converting customers that are already in the store by locking down the aisle? How did Sharp get to their strategy?
read moreUnderstand Retailer Private Brand Strategy By Watching Football
- Apr
- 21
I never pass up a good analogy to help myself understand a complicated story, and spice up a boring one. The growing use of private brands (or private label) by retailers has become the key story of this new era in retail marketing. There are so many different stories and perspectives floating around, I think what gets lost in the buzz is the underlying reason of why retailers have turned to private brands. So what does retailer’s private brand strategy have to do with the NFL?
read moreWhat If Radio Shack Becomes Best Buy Mobile?
- Mar
- 26
THIS IS AN EXCERPT. TO READ THE FULL ARTICLE, CLICK ON THE TITLE:
So the rumor is out there – Radio Shack could be on the market, and Best Buy’s name has been tossed out as a suitor – we wanted to share our perspective on what it could mean. Best Buy and other retailers are known to be taking learnings from European Retail and applying them in the US. Best Buy’s own acquisition of Carphone Warehouse in the UK in 2008 could serve as a model for a potential acquisition of Radio Shack. While there are approximately 61 Best Buy Mobile stand alone stores in the US today, there are over 6,000 Radio Shack locations when you combine company owned stores, franchies, and wireless kiosks.
read moreWarning! Brands at Retail – Your Product Development Process Is Harmful To Your Health
- Mar
- 18
This is an excerpt; To read the full article, click the title.
SUMMARY:
Typical 5 Step/Gate Product Development Process:
1. Discovery/Scoping
2. Building the Business Case/Plan
3. Development
4. Testing & Validation
5. Product Launch
This process has one major flaw if you are a brand whose business case is primarily built on accessing the consumer through the world of retail – the retailer is predisposed to prefer a private label solution …
read moreMobile Marketing In Minneapolis And What It Means For Your Brand
- Mar
- 15
This is an excerpt. To read the full article, please click on the title.
SUMMARY:
TARGET LEVERAGING MOBILE COUPONS
BEST BUY LEVERAGING SALES LEADERSHIP IN SMART PHONES
Finally, here are 3 things brands can do to improve their mobile marketing efforts:
Optimize your brands website for mobile. The goal is to help consumers find info about your products from their mobile phone, without regard for where they actually purchase it.
Improve / increase your presence on your retailers website. If you have a brand showcase on a retailers website, investigate its mobile appearance / functionality.
Optimize search on the retailers website. Yes you have to pay for this. Others are already doing it. It is only going to increase in importance.
What Is The Retail Blue Ocean Sales Strategy?
- Mar
- 10
THIS IS AN EXCEPRT; TO READ THE FULL ARTICLE, CLICK ON THE TITLE
SUMMARY:
I don’t know if I’m suggesting something as radical as the authors of the book “Blue Ocean Strategy” would suggest – I’m merely advocating you change the channel by looking beyond your existing business. That being said, pursuing new channels does have some similarities to the core philosophies shared in “Blue Ocean Strategy”. Think about your existing retail channels in context of the Red Ocean Strategy below, and then look at the Blue Ocean Strategy. It makes a Blue Ocean Strategy in retail seem worth a shot.
Key Benefits To Pursuing An “Alternative Channel” Strategy:
1) If you successfully develop new customers, you lessen your dependance on existing customers
2) Experience serves as a “Learning Lab” where you can test new ideas & apply learnings in your existing channels
3) Opportunity to create new demand for your product by positioning it for specific applications / uses
4) Growing sales in new channels may help lesson impact of seasonality in your existing channels
5) Buyers / merchants tend to stay within the retail industry – your new friends may pop up in your existing channels down the road.
Why You Should Buy Billboards In Bentonville
- Mar
- 04
THIS IS AN EXCEPRT: TO READ THE FULL ARTICLE, CLICK ON THE TITLE
SUMMARY:
1) Lose your “Delusions of Brandeur” when dealing with retailers. Your target consumer is the retailer’s customer.
2) You exert all this influence to get the product in, but once it’s in, there are results to be measured by. Your opportunities to influence decrease.
3) Buyers are consumers also
I would argue that some merchants even go so far as using exposure or lack of exposure to a particular marketing campaign helps them to justify a decision they made in the past. When the buyer gets exposed to the marketing vehicles regularly in their personal life, this makes them feel that that they might be missing out on if they chose to not assort or promote that particular product. “Am I missing out on an opportunity here?” Or better yet, “is all this marketing going to drive customers to my competitor down the street that is listing that product?” (conversely if they see marketing and earlier chose to promote the product, this probably helps justify their decision).
4) Why you should buy Billboards in Bentonville
read moreRetail Leverage Tribe Has Spoken – Our Ideas For Garmin
- Feb
- 26
THIS IS AN EXCERPT; TO READ FULL ARTICLE, CLICK ON TITLE.
SUMMARY:
Last week we asked “How Can Retail Leverage Help Garmin?” We didn’t pretend to have the answer, but we did share lots of background on their current situation. We asked our readers to share any ideas/thoughts they had regarding Garmin’s dilemma and we were ecstatic with the response. Combine that with some “new” news from Garmin in the last couple of weeks, and it begs an update.
RETAIL LEVERAGE WEIGHS IN:
With the luxury of seeing these great ideas roll in from our community, @retailleverage has the benefit and privilege of building on the ideas that were shared …
Implications For Marketers From Walmart Sku Reductions
- Feb
- 22
THIS IS AN EXCERPT.
CLICK ON THE TITLE TO READ THE FULL ARTICLE:
In order to effectively compete, challenger brands must learn to package innovative product offerings together with marketing programs designed to represent at least one of the following four forms of retailer financial growth:
FOUR WAYS TO OFFER RETAILERS FINANCIAL GROWTH:
1. Increase overall category demand
2. Increase the attach-rate of high-value complimentary items
3. Motivate a “trade-up” within the category
4. Help a given retailer win the war against another retailer
The most difficult thing for brands like Glad and Hefty is viewing themselves as challenger brands when their histories have been more reflective of the rare “power” brand.
read moreHow Can Retail Leverage Help Garmin?
- Feb
- 15
THIS IS AN EXCERPT; TO READ FULL ARTICLE, CLICK ON TITLE.
SUMMARY:
EVEN GARMIN CAN FEEL LOST:
Who wants to be the first to admit they don’t have the answer to a problem? What do you do when your product is becoming a commodity, and even worse, when others start giving it away for free?
Garmin, the maker of GPS systems, is getting hit with this double-whammy. The majority of their problems center on their Automotive/Mobile business segment, which includes the main product that comes to mind for Garmin, the portable GPS for your car. Just as Tivo has watched the cable / satellite companies erode their share with generic DVR’s, smart phones are poised to erode the stand-alone portable GPS business.
WHERE DOES GARMIN GO FROM HERE?
The central question for Retail Leverage and our readers is “What can Garmin do to gain Retail Leverage with its nüvifone line?”
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