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Retail Marketing and Branding

Retail Marketing and Branding A Definitive Guide to Maximizing ROI

Author: Jesko Perrey; Dennis Spillecke
Publisher: John Wiley & Sons
ISBN: 9780470979662
Published In: December 2010
Format: Hardback , 318 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions.

Should retailers care about any of this? The authors of this book firmly believe that they should — but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving retail marketing landscape:

How do I combine traditional and new marketing vehicles?
How can I stay on top of what my customers want?
How can I reach them efficiently?
Do they still look at leaflets, or should I shift local marketing funds to social media?
How can I leverage unique retail touch points, such as the POS, for value creation?

Successful retail management might once have been about ‘just doing it’, but that is no longer the case. This book offers retail professionals practical and robust ways to improve the performance of their marketing function and align marketing investments with business objectives.

This book consolidates the know-how of more than 30 practitioners in the field, created and refined over many years together with leading international companies. It covers some of the latest and most sophisticated approaches to the subject, yet it is anything but a theoretical treatise. The authors' hands-on approach and the wealth of case examples make it an essential guide for all consumer-minded retailers.
(from the Foreword by Dr Klaus Behrenbeck, Director, McKinsey & Company, Inc., Leader Consumer Industries & Retail Group, Europe)

Introduction.

Acknowledgements.

Foreword.

Part I Building Superior Retail Brands.

1 Principles of successful brand management: art – science – craft.

Art, science and craft.

Creativity and consistency.

Strengths and weaknesses.

Touch point orchestration.

2 Segmentation.

Relevance in retail.

Top management attention.

Consumer needs.

Strategic segmentation.

Implementation.

3 A guide to excellence in retail brand management.

The brand diamond.

The brand purchase funnel.

BrandMatics.

The brand promise.

Brand delivery.

4 Store brand portfolio management.

Multiple formats and brands.

BrandMatics Advanced.

The brand space map.

Impact estimation.

5 Private label branding.

PL growth.

Four generations of PL.

PL strategy.

SKU selection.

Capabilities.

Part II Optimizing Marketing ROI.

6 Budget sizing: the million dollar question.

Systematic approach.

Transparency.

Outside-in benchmarking.

Inside-out budgeting.

Efficiency modelling.

Budget level estimate.

7 Budget prioritization.

Decision mode.

Investment units.

Full transparency.

Prioritization criteria.

Avoiding automation.

Interview with Pia Mellbye, ICA.

8 How to spend it: fact-based media mix optimization.

Media landscape transformation.

Eye-level interaction.

Three approaches.

9 Reach–Cost–Quality.

Vehicle optimization.

Apples and apples.

Universal scores.

Interview with Thomas Koch, TKM.

10 Marketing Mix Modelling.

How to spend it.

Impact comparison.

Applications.

Multi-lever transparency.

Dos and don'ts.

11 The digital evolution of retail marketing.

Digital natives.

Constant connectivity.

Social interaction.

Two-way marketing.

Consumer control.

Total recall.

Evolution, not revolution.

Interview with Alastair Bruce, Google.

12 POS marketing.

The most powerful vehicle.

Lack of leverage.

Systematic management.

Tangible and intangible elements.

The human factor.

13 Leaflets and local print advertising: how to achieve local media excellence.

The true point of sale.

A complex challenge.

Fine-tuning.

Product selection.

Geo-marketing.

14 Excellence in classical media.

A key element.

Creativity and content fit.

Testing and learning.

Message delivery.

Creative partners.

Interview with Michael Trautmann, kempertrautmann.

15 Digital marketing excellence.

The digital arena.

Role of digital.

Push vs. pull vehicles.

Real-time marketing.

16 Boosting customer value through CLM.

Full value.

Deep understanding.

Predictive modelling.

Keeping track.

Data availability.

Applications.

Interview with Daniela Mündler, Douglas.

17 Smart sourcing.

Sizeable savings.

Efficiency levers.

Efficiency optimization.

Best practice.

Deep dive.

Part III Ten Perspectives on Retail Marketing.

18 Ten perspectives on retail marketing.

Contributors.

Index.

Dr Jesko, Director, Düsseldorf
Jesko Perrey is global leader of the Branding & Marketing ROI Service Line and core member of the leadership team of the European Consumer Industries & Retail Practice at McKinsey. His focus is on brand management, marketing ROI, and segmentation across different industries. Jesko is the author of many articles and essays in leading journals and compendiums, particularly on marketing-related subjects such as branding, marketing, ROI, and segmentation, and co-author of the book Power Brands. He holds an MBA and a PhD from the University of Münster.

Dr Dennis Spillecke, Principal, Cologne
Dennis Spillecke is a core member of the leadership team of the European Consumer Industries & Retail Practice, as well as the European Marketing & Sales Practice at McKinsey. Dennis primarily focuses on marketing and sales topics at retail and packaged goods companies. In recent years, Dennis' work has focused primarily on the areas of digital marketing, marketing ROI and branding. Dennis holds a PhD from the Otto Beisheim School of Management (WHU) in Vallendar.