Marketing at Retail - December 2008 - (Page 9)

S U S TA I N I N G T H E B R A N D E X P E R I E N C E a year to date price increase of nearly double that of branded FMCG manufacturers. What about branded FMCG players? The savviest are switching their focus to gaining share of wallet of consumer’s at-home consumption, as industry data provides increasing evidence that out-of-home consumption across all sectors is seriously impacted. How are they doing this? It’s not just all about beefing up in-store marketing initiatives but interestingly, at POPAI, we have seen demand take off for shopper buying behavior studies, as FMCG companies try to understand how best to tackle consumers’ “first moment of truth.” —Paul Miles, President, POPAI Portugal The UK, just like other European countries and the U.S., is now in recession. Some retailers here have adopted a ‘short-burst’ (2 day spectacular) price reduction strategy which has seen as much as 50% discounts on grocery, clothing and white goods. This close to the Christmas holidays, this is unprecedented. Unfortunately, economic reports suggest this activity has had little impact in generating sales uplifts, as consumers are holding back and simply waiting for the next round of spectaculars. In a move to stimulate the economy and promote retail activity, the UK Government has reduced sales tax on all consumer goods by 2.5% from 17.5% to 15% for a year. In the context of retailer discounts at 50% plus, this reduction is hard for consumers to see. Woolworths, much loved as a “British” retail institution with 815 stores and over 25,000 employees went into administration last week. UK retail giant Tesco posted the weakest quarterly growth figures for a decade at “just” 2% year on year. —Chris Heap, Managing Director, The Imperative Group Marketing at retail at Japan has a lot to improve upon, but there are some interesting things to point to, including: • Staff Generated In-store Content: In Japan, people still are loyal to their workplace, and store staff is no exception. As a result, so called “hand-written POP” (like those at Trader Joe’s) are quite popular. • Community-like-stores: Japanese book retailer Village Vanguard features not only books, but toys, CDs, clothing, etc. Each of store branch manager weighs in on merchandising selection, and though category selection is diverse, they tend to have a coherent presentation. — Masaya Shimizu, Planner, Promotion Development Division, Dentsu Inc. Tokyo Laura Davis-Taylor (laura@retailmediaconsulting.com) is a fifteen-year Agency veteran and founder & principal of Retail Media Consulting (www.retailmediaconsulting.com). RMC has just released the first comprehensive guidebook on instore digital media available at http://www.lightinguptheaisle.com. To read more of this story, visit www.marketingatretailnews.com. M A R K E T I N G AT R E TA I L [9] http://www.retailmediaconsulting.com http://www.retailmediaconsulting.com http://www.lightinguptheaisle.com http://www.marketingatretailnews.com http://www.fsmatting.com http://www.fsmatting.com

Table of Contents Feed for the Digital Edition of Marketing at Retail - December 2008

Marketing at Retail - December 2008 Contents Letters from the Editor Sustaining the Brand Experience Digital Signage Providers Producer/Providers - U.S.A. Arizona, California, Colorado,Connecticut, Florida, Georgia,Iowa, Illinois Indiana, Kansas, Kentucky,Massachusetts, Michigan,Minnesota, Missouri, Nevada,New Jersey, New York,North Carolina, Ohio Oregon, Pennsylvania,Rhode Island, Tennessee,Texas, Washington, Wisconsin Producer/Providers – Canada International Directory Argentina Belgium Brazil Chile Czech Republic Denmark Ecuador England Finland France Germany Hungary Ireland Japan Netherlands Norway Poland Portugal Slovakia Slovenia South Africa Spain Ad Index Sweden Switzerland Turkey

Marketing at Retail - December 2008

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