Poor marketing strategy hinders brands from monetising “at the shelf”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 28, 2019, 11:53 AM UTC

A cited Salesforce report states that 84% of consumers want brands to treat them “like a person, not a number.”

This article states that businesses are failing at monetising themselves “at the shelf” due to weak marketing strategies. Latent brand equity does not assure that products are bought, or even considered when people are in front of the shelf, where 70% of purchase decisions are made.

Ksenia Khalina, global lead in brand and shopper marketing at Heineken and Amy Brown, global brand, marketing and growth strategist at Phoenix Brand Strategy list down key barriers that shoppers face. These are trust, relevance, time, convenience and emotional connections and associations.

“Social proofing” can be used to establish trust and to serve as a “commitment trigger”. Further, emotionally engaging consumers is beneficial as they are thrice as likely to recommend and repurchase.  

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[2 minute read]