Retail Merchandiser - March/April 2012 - (Page 6)

MARKETING Creating V alue Retail merchandisers struggling to distinguish themselves from competitors sometimes overlook one timeless, tried-and-true method of standing out in an already crowded field: creating value for the customer. A confluence of market forces has made it increasingly difficult to maintain market differentiation based on product or service. Today, innovative features, quality service and a respected brand are merely prerequisites, not sustainable differentiators. As a result, retail merchandisers are struggling to distinguish themselves from the competition and connect with prospective buyers in a meaningful way. In their struggle, many organizations overlook one timeless, triedand-true method of standing out in an already crowded field: creating value for the customer. This process starts with aligning every aspect of the sales and marketing functions with customers’ needs. To accomplish this requires sales and marketing professionals to learn how to accurately recognize the phase of the buying cycle each prospective customer is in, at every point of contact. This knowledge is essential to creating and delivering messages that resonate with customers and motivate them to take action. Changes in the Buying Process Technology has forever altered the buying process. Today, with unlimited access to information, potential customers arrive at the retailer armed with a complete analysis of product features, price and service options. Customers today are armed with a complete analysis of product features, price and service options. 6 retail-merchandiser.com March/April 2012 http://www.retail-merchandiser.com

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2012

Retail Merchandiser - March/April 2012
Contents
Creating Value
Design Strategies
Toy Fair 2012 Wrap-Up
Expo West 2012 Wrap-Up
Fashion Week
Category Insight
China Sourcing Fair 2012 Preview
Cover Story: Jessica Simpson
charming CHARLIE
Fantastic Sams
The Bargain! Shop
Sportsman’s Warehouse
Fruth Pharmacy
Apricot Lane Boutique
Hi-School Pharmacy
Hallmark Cards Canada
Metropolitan Transportation Authority
Rubie’s Costume Co.
Fashion Angels
K’NEX Brands
Total Wine & More
Sigel’s Beverages
O&W Inc.
New Hampshire State Liquor Commission
Kohler Distributing Co.
New & Notable

Retail Merchandiser - March/April 2012

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