Effective use of retail space, the key to innovation
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!