The Retail market is in trouble, everyone notices it. At first, the digital takes a place more and more important. But distributors must continue to showcase their best asset: their store fleet and their outlets. Whether for shops, agencies or restaurants, the implementation of the campaign must imperatively match the message of the brand. The quality of implementation of merchandising and showcases is more than ever decisive. Who has never seen an excellent concept deployed in bad conditions ? Discrepancies between POS, damaged furniture element, when it is not windows not ready in time due to a problem in the supply chain … This is why marketing logistics must be irreproachable.
First, the point of sale is changing. The decline in general attendance in shopping areas makes key the issue of attractiveness in stores. The presentation of the offer on the websites must recreate an appetite towards the point of sale for the consumer. X% of customers have already visited the website.
Then, the deployment of mobile technologies (applications & geolocation) will amplify in the coming years this phenomenon, at the cost of significant investments. It is therefore essential that the merchandising in place and the windows are particularly well cared for. This is to avoid creating disappointment when the customer moves from the digital universe to the physical. The brand image accompanying the entire customer journey must be perfectly homogeneous.
A famous phrase says that only a fool or an economist can imagine infinite growth in a finite world. One could paraphrase by saying that if creativity has no limits, technical and budgetary constraints tend today to standardize concepts. Beyond the flag-ships and some remarkable concepts (Bonobo, Undiz …), the ILV / POS paper have beautiful days in front of them. Indeed, well-worked, they can continue to surprise and attract the public. Paper therefore remains an economic and fundamentally ecological support when it comes from sustainably managed forests. What about marketing logistics ?
The marketing logistics strategy implemented can be deployed successfully by working on three axes :
Thus, we see that marketing logistics operations are becoming more and more specialized. Digital campaigns already went beyond the traditional business of marketing, purchasing skills or digital. Our customers meet these issues on a daily basis. Physical campaigns now also require new and better adapted skills and organizations. The brand that will best affect his client is the one who will master this expertise.
By Maxime Blanchet, Global Store Solutions Manager