This week’s KDM Blog article is PART 2 of 2 discussing how retailers are stepping up their game to create new “win-win-win” marketing strategies by partnering with CPG brands to give their customers more value at the point-of-purchase. We will look at two more examples of how they are customizing their POP campaigns to accomplish this at retail. If you missed Part 1, we discussed the co-creation efforts of Family Dollar & Coca-Cola and OfficeMax’s New Services Center partners.
Retailers are becoming brands in their own right and are more in tune with “their” shoppers than ever before. The shift is that CPG brands need to work with retailers to co-create custom programs that fit the retailer’s brand. One size campaign, so to speak, does not fit all.
Dollar General’s Customer-Centric Approach to CPG Brand Partnerships
Dollar General has opened 650 new stores in 2013, and has remodeled hundreds of locations to bring a new