Create many In-store edges!

Point of Purchase - - EDITOR’S NOTE -


is­sue cap­tures many ideas and initiatives that can help a brand and re­tail­ers create a cut­ting-edge dif­fer­ence at re­tail; from splen­did in-store com­mu­ni­ca­tion, to en­abling tech­nolo­gies, to ef­fec­tive shop­per re­search. Each of th­ese fea­tures at their crux has a way paved to make your shop­per mar­ket­ing en­deav­ors bet­ter. Ad­dress­ing one re­ally cru­cial part of the re­tail ecosys­tem, i.e. ‘The trade’ is the fea­ture ‘Tack­ling your trade’. The fea­ture de­tails out the ‘trade mar­ket­ing’ prac­tice, its nu­ances and what to­day’s re­tail agen­cies have to of­fer in this front. Read to know how you can have your trade work bet­ter for your brands. While you learn to tackle your trade, this is­sue also has a fea­ture which ad­dresses the re­tail brand­ing and re­tail ex­pe­ri­ence side of the story. We have an In­ter­na­tional ex­pert John Torella shar­ing some nuggets of wis­dom for re­tail­ers and brands in In­dia. Read the fea­ture ‘It is train­ing time for In­dian Mar­ket’. Also en­abling you to make your shop­per re­search more ef­fec­tive is the fea­ture ‘Sharpen your shop­per re­search’. The fea­ture cap­tures the views of shop­per re­search ex­pert, and they dole out some in­ter­est­ing tips that will help you pick out the in­ef­fi­cien­cies pre­vail­ing in your shop­per re­search initiatives. Along with th­ese fea­tures, we bring you the usual dose of in­store ex­cel­lence. Don’t miss out on two very in­ter­est­ing in­store ac­tiv­i­ties, that of Hi­malaya Face Wash and Oreo. Read the fea­ture ‘mak­ing it large in stores’ and ‘Oreo in mo­tion’ to know what’s the lat­est buzz in the bazaar. With all this we also bring you some in­ter­na­tional and in­dige­nous wis­dom in form of col­umns and ar­ti­cles.

So turn on to a bet­ter last mile!

Happy Read­ing!


Vas­ant Jante

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