Discover new measuring tools for merchandising and promotional performance and apply them to boost store revenue.
2 August – 3 August 2010, Jakarta
4 August – 5 August 2010, Singapore
Why Should You Attend?
Retailers are continuously looking to increase store traffic, dwell time, shopper loop, and basket size. As mass media advertising loses its effectiveness,incorporating in-store marketing into current marketing plans will help increase brand awareness, educate consumers on new products and technologies, and in the end, assist with increasing sales. It is important to understand what aspects influence consumer-purchasing decisions, and how to develop and implement the in-store marketing program. However, there has been few existing metrics for marketer and retailers to use to understand the power and potential of the retail medium. Measurement of in-store media will enable the marketing industry to improve strategic planning and execution of in-store activities, and to better calculate the ROI of such activities. Through in-store audience measurement coupled with the appropriate media-planning tools we will understand how to use retail media most effectively to deliver compelling and productive marketing messages at the point-of-purchase.
The only route to growth in a mature and saturated market is to take market share from competitors via consumer attraction. While there is no magic pill that will guarantee sales, optimizing your particular retail environment, catering to the needs of your customers, supporting your sales people and leveraging manufacturers’ field representatives will give you a competitive edge. Ultimately, enacting an in-store solution which takes into account digital innovation as well as the human element is the foundation of a successful point-of-sales strategy
To address the current market concerns, the trainer will demonstrate the strategic value of a reliable in-store metric and outline some of the early results from this development of this groundbreaking measurement model. This overview is essential for anyone who manages markets or measures at retail and needs to get up to speed on the most significant measurement approach in years. It is a must for in-store marketers to quickly learn how this new metric will change the way the store environment can be leveraged to influence shoppers, build brands and lift sales.
Key Benefits
· Develop meaningful measures of success for your in-store marketing initiatives and merchandising performance
· Design and implement balanced scorecards that let you track and evaluate total in-store performance across multiple metrics
· Measuring Promotion Performance – Looking beyond baseline and lift to more meaningful and actionable metrics. How are your events and programs delivering on business objectives?
· Storecards™ for Merchandising Performance – When a single metric is not sufficient, apply a balanced scorecard approach to in-store marketing metrics.
· Mining the POS transaction log for targeted performance – how retail frequent shopper data can be used to target profitable segments and track marketing return.
· In-Store Implementation – A “plan-do-measure” approach to ensuring retail compliance and how this leads to superior understanding of performance and ROI
· Access to phone/email support on covered topics for 60-days following the workshop
Who must attend:
Directors, Division Heads, Senior Managers, General Managers, Managers and Specialist of the following:
Departments
· In-store Marketing
· Modern Trade / Trade Marketing
· Category Management
· Marketing
· Consumer Marketing
· Consumer Insights
· Visual Merchandiser
· Retail Planning & Design
· Advertising & Promotion
· Commercial Business
· Channel Marketing & Strategy
· Branding
· Consumer Analyst
· Sales
Industries
· Retails
· Pharmaceutical and Nutritional
· FMCG
· Flagship Stores
· Food & Beverages
· Electrical
· Malls Owners
· Telcos
· Financial Institutions