Marketing Essays - Manufacturers

Retailers Marketing
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Manufacturers Retailers Marketing

Over several years ago, manufacturers and retailers have been putting more emphasis
and placing increased importance on the in-stock merchandizing and marketing. Since
mid 1990s, the effectiveness of traditional marketing has really declined. Also the
competition between retailers and channels has been increasing which have been
treated as the factors in driving the trend. According to Bishop Willard in October 2002,
he noted that more consumers make around 70% of all purchasing decisions while in
store shopping. This has been the main reason as to why stores are the new platforms
for brand marketing while the difficulties in delivering effective in store solutions for
merchandizing increases, and also the need to implement state-of-the art
merchandizing software capable of strategizing, planning, visualizing and
communicating such solutions arises (Varien 2001, pg 45).
Interactive edge in merchandizing has built many interactive sales applications for the
top consumer package goods manufacturers for about ten years ago. Since the year
2002, there has been an increase in demand for interactive requests which focused
entirely on planning and communicating merchandizing solutions. The ability to create
account specific market plans is very crucial because each customer has specialized
schedules, strategies, programs, objectives and store and market conditions. Marketing
plans are ideally supported by customer and category insights, analysis of promotion
that speak in the situation of the customer, sales goals and brand information. The
marketing plans that are informed by customer insights and account specific category
have greatest impact in setting the stage for activities in merchandizing. In any
marketing planning, it is important to implement the existing opportunities and
conditions for each customer by first assessing the customers current merchandizing
solution.

Smart bargains have managed thousands of dollars of continual changing inventory on

daily basis. The firms experienced buyers should act on a moments notice to buy a wide
range of high quality products at unexpected discounts. At the midst of controlled
disorders at the core of this changing business, smart bargains required a solution to
enable buyers, senior executives and planners to report and manage future and
historical merchandize plans in a responsive, efficient and highly flexible manner. Smart
bargains has turned to Envisa to implement and architect a business intelligence suite
through use of Microsoft server 200 analysis and Microsoft table in excel.
The solution which leveraged merchandizing data mart had been developed during
earlier incentive which provided smart bargain with a powerful reporting architecture
that untied business users from the need to make complex questions in custom report
writing. Merchandizing strategy creation does not imply a complete decorator make
over. In order to enhance customers image of store, one should perceive his own store
the way the customers see it and provide the customers with their requirements.
According to research by Russel M who is a retail hardware operator, the consequences
of a customer satisfaction survey came up with seven aspects customers want their hard
ware stores to play for them. The customers require hardware stores to offer services
which are special, make enjoyable shopping, have provision of one stop shopping
destination, help them to save time, help them to save money, assist them better to
understand d-i-y projects, and also make shopping easy (Phelps 1963, pg 78). At global
shop, retail design experts, annual retail design exposition co-produced by design ideas
and display conducted studies on why and how todays consumer shop and also how a
store can merchandize its goods so as to best meet the customers requirements. Those
designers came up with emerging merchandizing trends to assist the retailers in all
firms and industries to provide their customers with the kind of shopping experience
they need. It is very important to keep up to date with these trends because as the
number of shopping choice in the market grows, clients will find the most enjoyable and
satisfying experience for shopping. This is also a better way of reaching ones stores
changing customer base. This includes more shoppers of females and also the next
shoppers generation who would expect more interactive and entertaining shopping
experience.
In order to maintain home improvement shoppers from shifting to other shopping
alternatives like big boxes, the internet and mass merchandisers, the retailers require
incorporating an updated merchandizing strategy so as to cultivate customer loyalty and

sales based on preferences of consumers. Some of the emerging trends, with details on
how the home improvement industry is incorporating these trends are outlined below.
Accommodation for shoppers need for entertainment competing with the increasing
popularity of increasing sales during an uncertain economy and internet shopping one
the only two major factors that drive the todays trend towards entertainment in
retailing according to Schaffner K who is the publisher of design ideas and displays
searching for ways to get customers to interact with the produced products is the core of
the retail tainment concept, according to Schaffner. He added that this strategy does not
hurt while conducting it. Such thinking was behind sears new tool territory format
which so far has implemented in 131 stores of mall nation wide with around 200
additional stores slated for format incorporation this year (Brand 1963, pg 85).
The tool territory concept was created from consumers point of view and its caters to
how the stores target clients male-d-i-years-prefers to stores. The purpose of designing
the tool territory was to be an interactive playground for men according to Costello
Larry who is a senior manager in communications for sears. He further explains that,
sears created a tusk force to research for customers requirements and expectations
especially when shopping for tools. The study concluded that, individuals want to
interact with tools and also experience their features in the stores. In incorporating
these hands on approach to buying tools, sears have positioned a strategy of try me
stations in several locations within the hardware department. For instance, if a client is
deciding which item to purchase, like hammer, he or she can first try it our by hitting it
on a free standing metal spike that has been placed in front of hammer display.
Prospective buyers of power drills can pick up on the drills displayed outside the boxes
on light displays with signed, and use it to make a hole in a well placed block of wood
(Shilburg 2003, pg 231).
With all consumer packed goods or items available and the notice able changes in
effective displays of merchandizing and the market place promotions, it becomes very
hard for a consumer to come up with proper decisions. Manufacturers and retailers
should start to cut through this clutter by having simplified shopping experiences the
latest research conducted from the information researchers has not covered the early
indicators that point to consumer centric approach to emerging merchandizing
consequently, merchandizing as it is defined today is likely to undergo major of
transformations. By considering the emerging trend, trends report and the latest times
and also the growing demand for a consumer centric approach, the worlds largest

provider of enterprise market information services and solutions for the customer
package goods, health care industries and retail, explores trends in practicing
merchandizing, including displays, new practices of innovations like manufacturers
embark up on this transformation, customer packaged goods and temporary price
reductions. As the retailers reduce the grocery display space, manufacturers require
innovative merchandizing devices that should have a stress to the importance of
consumer centric merchandizing to provide more profitable rewards in order to feature
and complete space during the next several years.
Marketers should step up merchandizing innovation in have the shopping experience
simplified, to have a break through the clatter and have better alignment with consumer
segments and their patterns of shopping. The Information Resources Inc report aimed
at helping the consumer packaged goods manufacturers and retailers to see new risks
and opportunities that will arise with the new trends of merchandizing so that they can
be able to act on the insights with confidence and speed and win at the shelf (Beck man
1967,pg 421).
For the past several years, merchandizing activity has been declining in more than half
of all the customer packaged goods categories as the CPG marketers start to realize that,
more of anything is not better with respect to merchandizing. Through development of
new store formats and pronounced focus on perimeter upscale and departments,
uncluttered layouts, a competition for shrinking grocery display space has intensified for
various categories. Merchandizing is perceived as an effective sales driver as the
majority of consumer categories gain an average volume lift of around fifty percent or
more with around 25 percent reacting 100 percent when the tactics of merchandising
are applied.
References

Beckman T, (1967). Marketing. New York.

Brand E, (1963). Modern Supermarket Operation. New York.

Phelps D, (1936).Migration of Industry to South America. New York.

Shilbury D, (2003). Strategic Sport Marketing. Crows Nest.

Varley R, (2001), Retail Product Management in Buying and Merchandising.

London.