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Brand-buildingat the
point-of-sale
HELOISAOMINE
page 98
The task of merchandising
becomes a multivaried tool, when
directed to convert in a decision
to buy – at the point-of-sale – all
the efforts involved in integrated
communication, i.e. product
location, availability, previous
experiences, the evaluation of
cost X benefit by the customer,
and, above all, the realization of
an all-encompassing promise.
Brand-building at the point-of-sale,
by means of a strong, concrete
and stimulating presence, is,
today, something which simply
cannot be overlooked. To
stimulate the customer to
experimenting and getting into a
long-term relationship with our
brand may determine the
difference between success and
failure in an ever more
competitive marketplace.
Aspectsof the relationship
RetailX industry
MARIAFERNANDAALMEIDAPRADO
page 104
Economic stability brought a series
of transformations in the ways and
manners through which retail and
industry conduct their business.
These changes deeply affected
habits of negotiation and sales
planning. As a consequence of the
evident concentration of food
retailing in Brazil, it is possible to
detect as significant the adoption
of multishaped stores, trying to
adapt to the diversified profile of
socioeconomic traits of the market.
The industry ismore andmore
concerned with customized
products and promotions, and have
their key accounts and trade
marketing teams giving segmented
attention to each important retail
chain. The point-of-sale becomes
an important medium in their brand
strategy, at ever-growing costs. This
state of affairs helps finance the
retailer’s competitiveness – and
looks very close to reach the point
ofno-return.
Thenewretailmarketing:
stores thatchangewith
theirclients!
RICARDOPASTORE
page110
Impacts of technological changes
– together with communication
changes - promise to be a turning
point in the retail environment,
not only for the retailers
themselves, but also for their
suppliers of goods and services.
It becomes possible, nowadays, to
know exactly what customers are
buying, but nobody knows how to
turn this knowledge into
communication skills. “Intelligent
labels” are creating a new reality
in the research of purchasing
habits and patterns.
If there was somethingmissing to
consumate the revolution in
retailing – and, consequently, in the
supply chain – now it is with us.
How is this going to affect
traditional marketing theory?
Check what the 4 Ps will become
after these momentous changes.
Retailand thechallenge
ofmanagingpeople
FÁTIMAMOTTA
page 118
When so many things are fast
changing, in all levels of society,
it becomes a must to examine
how the new realities affect
people-management in retailing.
Even if the challenges remain the
same (surpass clients’
expectations, conquer their
loyalty, and generate gains for
stockholders), the new times do
not respect the old recipes for
success.
Reconsidering the leadership
formula, as well as the criteria in
people-management, and
investing in the quality,
objectivity and pertinence of the
communication process – are
some of the possible answers
proposed in this article. Through
focusing corporate vision and
individual dreams, the challenges
along the way may be
successfully met.
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