Adweek published an interesting article today (July 31, 2009) on In-Store Marketing while it is not actually a Private Brand piece it presents some universal truths that are applicable for both retailer and manufacturer owned brands.
The store is very clearly an untapped and often unrealized advertising medium and unlike all others it is owned and controlled by the retailer. Private Brands should be at the forefront of this, building their brands, increasing sales and driving customer preference.
Brands Missing In-Store Marketing Opportunities
Engaging shoppers in stores is more important than ever, but retailers and brands must team up or miss important perspectives their partners can provide, according to “Enabling the Shopping Process: In-Store Marketing for the Empowered Consumer” by RSR Research.
The report is based on a survey of 88 retailers and manufacturers this spring. It reveals that without working together, brands “get too promotional and miss the bigger picture of consumer engagement in the store, while retailers lack the more nuanced shopper insights that brands can provide.”
Read the entire story: Brands Missing In-Store Marketing Opportunities