The rising discipline of mobile marketing brings with it a chance for retailers and CPG suppliers to usher in a new consumer-centric era of compelling, creative trade promotions. Do you see retailers and manufacturers recognizing mobile as an opportunity for beginning a new era of collaboration “from a clean slate”?
This statement, “new consumer-centric era of compelling, creative trade promotions that step up discounts,” presages the continuing idiocy of thinking shopping is all about “discounts.” Trade funding is all about moving profits from the bottom-line of suppliers to the bottom line of retailers, PERIOD.
Until retailers (and others) get more serious about understanding exactly how shoppers shop in their stores, there will continue to be a barrage of “mud on the wall” research, where many things will be tried and some will be more effective than others. Since price is nearly certain to be the focal component of all this research, PRICE will be credited for any positive effects. And retailers will be at the fore to insure that that is the conclusion.
About the Author
Dr. Herb Sorensen is global scientific director of shopper insights at TNS Sorensen.Since the late 1970s his market research has focused on shoppers at their points of purchase. TNS Sorensen, the in-store research company®, captures shopper behaviour, motivations and perceptions at the point of purchase.
Dr. Herb Sorensen,