Trade Promotion - the King is dead; long live the King!?
Or so some would have you believe.
Trade Promotion or In-Store Marketing - The King of Prising Open the Retailers’ Iron Grip on Shelf Space - is perhaps still well and truly alive and kickin’; even in the depths of the deepest recession we’ve seen in decades. But, what if Joe Mandese’s prediction had been right in his article ‘Fast Forward: Is Mass Marketing History About To Repeat Itself?’, just over two years and a bold, ‘booming’ economy ago? Who knows what would be happening now in trade spending?
Joe had a [...]
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Through 2003 to 2005 Unilever and United Co-op Stores collaborated on designing, testing and implementing a ‘Perfect Store’ layout. Research was commissioned in response to a realization that important Shopper Missions were poorly supported by the layout of typical convenience stores.
We look at Unilever’s’ initial findings and the Virtual Store tests we conducted to understand local shoppers’ reactions to the layout changes. We discuss the insights gained, the new store layout principles developed for refurbishing the format and their subsequent implementation in the pilot store .
The pilot validated the research and proved that, after an initial sales surge, average weekly sales stabilized 8.9% up overall; average spend per customer rose by 9% and the pilot store’s gross profits increased by 9.7%. These improvements were then rolled out to more convenience stores in the Co-op portfolio with similar success. [...]
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An Article written by James Durston and published in The Grocer in January 2006
When Unilever UK Foods and United Co-operatives decided to work together to create ‘the perfect store’, it sounded like wishful thinking – not least because it demanded genuine collaboration between a manufacturer and a retailer.
But after two years of research, they’re confident that they’ve pulled it off.
In November, the Co-operative store in Bradwell reopened following a total refit to transform it into a copy of a virtual store created by software company Fifth Dimension. The Grocer visited the store to see how well the reality matched the [...]
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An article written by Matt Kinsman and published by PROMO magazine, copies of which can be purchased from the link below
A new service from a UK-based research company could give U.S. marketers more leverage when it comes to dealing with retailers and Purchase, NY-based PepsiCo is putting the service to the test.
With more products trying to cram into less retail space, marketers have their hands full trying to convince retailers why their brand should take up valuable real estate. Pepsi is working with England’s The Fifth Dimension on a program called Discovery that enables the soft drink giant to create [...]
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An article written by Liz Hamsen which was published by The Grocer in September 2005.
When you picture perfection, what do you see? Brad Pitt? Angelina Jolie? Bradwell Co-op? Unlike the majority of the population who plump for the Hollywood stars when asked to name images of perfection, United Co-operatives and Unilever UK Foods have rather a different ideal. And the Bradwell store in Stoke-on-Trent in Staffordshire is it.
At the moment, Perfect Store, as the project is known, exists only in the virtual world, but the plan is to translate it into reality at Bradwell. The store has been the subject [...]
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Look out for a new series of articles on how Aisle Management is evolving from the well established principles of Catgory Management.
In the series we’ll look at how the new approach is changing the relationship between brand manufacturers and retailers, and how they will work together in the future. We’ll discuss it’s role in Shopper Marketing in Retail and what it will take to be a leader.
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