Few shoppers visit each aisle or section of the store. More than half of shoppers, or 54 percent, visit only the aisles and sections from which they plan to purchase. “Interestingly enough, a linear relationship exists between number of aisles visited, and percent of basket purchases on impulse,” Winters says. That suggests, he adds, “shoppers on longer trips enter an exploratory mindset, and are more accepting of departures from the shopping plan.”
newmarketbuilders works with larger print service providers that want to go after retail business, or are already playing in that space and want more.
In addition, Spieckerman encourages companies to step outside the bubbles of their own industry, to stay in touch with the world of retail as a whole. Look at specific retailers’ and retail brand marketers’ financials, press releases, quarterly reports and earning statements to get a sense of the big picture.
From there, challenge yourself to frame your specialty as part of the top initiatives of retailers and brand marketers and how they relate to content.
“Retailers in particular have never been more unique,” Spieckerman says. “Many PSPs say, ‘I want to position to the retail sector.’ But today, you’re dealing with specific brands, and very specific brand points of view. I’m urging them not to position to the retail sector as much as to individual brands, and to get to the heart of brand point of view, as expressed through content marketing.”