Ef­fec­tive use of re­tail space, the key to in­no­va­tion

Point of Purchase - - EDITOR’S NOTE - Vas­ant Jante

Wel­come

back! I must say that we have had a lot to cover and talk about this month. And it is in­deed a plea­sure to see that this very niche seg­ment of shop­per mar­ket­ing throws up new and in­ter­est­ing as­pects ev­ery month for us to present to you. Equally plea­sur­able is to see how brands like Garnier are go­ing about mak­ing their re­tail pres­ence in in­no­va­tive ways. This throws up some in­sight­ful observations for all of us. And this is the rea­son we have made this our cover story this month. For a brand like Garnier, which not only has a range of prod­ucts but also has prod­ucts with mul­ti­ple fea­tures and high­lights to talk about, the chal­lenges when it comes to re­tail po­si­tion­ing are many-fold. For one, it is im­por­tant to con­vey to the re­tailer, the var­i­ous nu­ances of brand com­mu­ni­ca­tion. And this is es­pe­cially chal­leng­ing in gen­eral trade. Se­condly, given the clut­ter and con­strains faced by the re­tailer to al­lot space for easy use and vis­i­bil­ity, mak­ing the best use of space which not only trig­gers sales but also ed­u­cates on the brand ben­e­fits can be a tall or­der. But Garnier seems to have man­aged it well with some smart think­ing and a good un­der­stand­ing of the re­tailer needs. It also shows how a proac­tive mer­chan­dis­ing team at the brand level, to­gether with good part­ner­ship with a re­tail so­lu­tions provider, can make a big dif­fer­ence when it come to trans­lat­ing ideas into work­able so­lu­tions. Read about all this and more in our cover story. Our brand stand sto­ries such as the one on Miche­lin also shows how seg­ments which were hith­erto far re­moved from re­tail po­si­tion­ing and ex­pe­ri­ence zones are now get­ting very ac­tive in these ar­eas. Speak­ing of new seg­ments, our story on the Fur­ta­dos store that sells mu­si­cal in­stru­ments looks at how this re­tail brand con­nects with its shop­pers at the re­tail space and es­tab­lishes its po­si­tion­ing in a niche seg­ment. Equally in­ter­est­ing is the story of how TI Cy­cles has hopped on to a unique re­tail buzz wagon to tap the promis­ing chil­dren’s mar­ket. Well, read on… and have fun!

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