April 2013

Understanding Shoppers Is Key To Winning Channel Strategy

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Brands are often presented with a variety of sales outlets to choose from – shopping malls, standalone stores, and discount stores, for instance. In some of our past work with electronics companies, we’ve learnt that the decision of which channel is best depends on two main factors – the type of target shoppers, and the […]

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Getting The In-store Marketing Mix Right – Online Or Offline

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There are many differences between online shopping and the high street  but they also have a great deal in common: to be successful in either they must both achieve the right balance of offer, availability and communication coupled with great customer service to give competitive advantage. Tell me (communication) clearly what it is (offer) and

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