The Case for Targeted, Local POP Marketing

Posted Friday, November 18, 2016

A one size fits all strategy for your in-store POP Program activations doesn’t work. Here’s why:

Marketers are continuously trying to develop creative and impactful materials that attract shoppers’ attention. From beacons to beeping displays, shoppers are bombarded with a ton of visual and auditory messages in the aisles, on the shelf, and at the front-end of the store, all in an effort to drive impulse and incremental sales. Ironically, this assault works against them because a shopper’s brain cannot physiologically process the vast amount of stimulus found in today’s retail environment. Especially if it doesn’t resonate with them. Anything irrelevant is tuned out and forgotten no matter how loudly it shouts.

As a consequence, retailers and brands are tasked with ensuring that the visual communication and the messaging used in their POP materials and displays are relevant and targeted, and that the entire path-to-purchase process, which begins before the

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Tags: INTELLITRAK , KDM Technology Solutions , store profiling

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Solving the In-Store P.O.P. Compliance Mystery

Posted Friday, October 10, 2014

HEB Ford tailgate truck cold case coffin display | KDM
HEB Ford tailgate truck cold case coffin display | KDM

50% of retail marketing consumables go straight into the trash. [According to a study titled “Promotion Commotion” by the CMO Council’s Marketing Supply Chain Institute] “Marketing is investing billions in the production of point-of-purchase displays, sales collateral, brochures and in-store materials. There is little regard for the actual targets, locations and resources required to turn these displays into demand creation assets,” noted the CMO Council.

In our recent blog article we spoke about this study and the importance of location-based, Store Profiling Intelligence at reducing wasted POP (point-of-purchase) materials. So, let’s assume you are one of about 50% of retailers and consumer brands surveyed that are leveraging some form of technology to input store profiling attributes and have overcome the challenge to make sure that the right materials arrive to the right store at the right time. Now what?

Multiple studies have proven the importance of in-

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Tags: INTELLITRAK , KDM Technology Solutions , POPAI , store profiling

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4 Reasons QR Codes Are Not Dead

Posted Friday, September 19, 2014

KDM merchandising display with QR code
KDM merchandising display with QR code

Is the Use of QR Codes at the Point of Purchase Dead?

We don't think so...

It appears the conception among the retail marketing community is that QR (Quick Response) codes are dead. As a point-of-purchase printing manufacturer, we continue to see the use of these codes on POP materials and merchandising displays day in and day out. They don’t appear to be dead from our viewpoint.

While QR codes may not be increasing in popularity as a retail mobile marketing strategy as rapidly as they were just a few years ago, they are still being widely used effectively at retail. According to QRstuff.com, nearly 52% of QR codes are indeed scanned in the U.S., with California taking the lead in scan volume.

The better question may just be: “Has the way QR codes are being utilized gone dead?” Let's hope so. Many consumers found that they were wasting their time by taking (the whole) 30 seconds to scan the code, than be disappointed as to where they landed after that.

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Tags: KDM POP Print Solutions , KDM Technology Solutions , QR code , Quick Serve Restaurant

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How Important is Store Profiling in the Marketing Supply Chain?

Posted Friday, August 29, 2014

At minimum, the retail marketing supply chain includes procurement, production, management, and distribution of marketing materials. This doesn’t sound like it is all that complex, however, the challenges are that some point-of-purchase (POP) materials never make it to their intended location, are obsolete by the time they arrive, materials are irrelevant to that location, or are never even installed at the store level.

According to a study titled “Promotion Commotion” by the CMO Council’s Marketing Supply Chain Institute, up to 50% of retail marketing consumables are deemed as waste. Wow! “Marketing is investing billions in the production of point-of-purchase displays, sales collateral, brochures and in-store materials. There is little regard for the actual targets, locations and resources required to turn these displays into demand creation assets,” noted the CMO Council.

Just how important are POP materials at driving sales at the store level?

The 2012

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Tags: INTELLITRAK , KDM Technology Solutions , store profiling

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Big Data Offers Big Benefits for Retailers

Posted Friday, May 30, 2014

In an omni-channel marketing world, shoppers have come to expect retailers to connect with them at multiple levels and through many platforms in order to deliver a a seamless, even personalized,  shopping experience. These include marketing touchpoints such as email, direct mail, mobile alerts, in-store messaging, online and social media. Big Data is the enormous amount of consumer behavior that is collected based on consumer’s interactions with these touchpoints and their path to purchase.

Brick-and-mortar retailers have invested heavily in data collection software to help them target, engage and retain customers, plan their store environments, mobilize their point-of-sale and improve their speed to market. The consumer packaged goods (CPG) companies that support retailers have made their own investments in an effort to improve the productivity of their sales teams and deliver product more efficiently.

Technology that Collects Big Data is Evolving
Technology is constantly evolving

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Tags: big data , KDM Technology Solutions , Kroger

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