Shop 'Til You Drop
Mike Szymczak: Small boutiques can have more of a personal touch on the items they select and in some cases can pay attention to the quality levels as well. This can also hinder them as they will generally require the minimums on any sort of product they select and cannot take advantage of volume discounts.
Whereas national chain stores need to be more budget-conscious and pick products for a general consumer, lacking that personal connection with their customer. For suppliers and distributors, however, they always would prefer to get that national chain account because of the massive volume potential.
PM: How do you address these differences?
JH: As with any client, it comes down to understanding the brand attributes of the retailer and the unique target audience of each. The more knowledge of the company's particular business you have, the better the chance that the promotions you tailor for the retailer will create a meaningful brand connection and, ultimately, result in a successful campaign that achieves the desired results.
PM: What types of promotions do you do for retail clients?
JH: We help our client partners create all sorts of promotions and collateral items. This can range from pre-sell premiums that help generate excitement and demand for an upcoming product or service launch, to gift-with-purchase items that help drive action at point-of-sale. We also are involved with signage, packaging, displays, retail associate uniforms and identity pieces such as name badges and lanyards, to name a few.
PM: Have you worked with online retailers such as Zappos.com? How do their promotions differ from storefront retailers?
JH: Online retailers operate in a completely different space than brick-and-mortar stores, so the promotional strategies and tactics will differ. However, the goal always remains the same: connect with customers, deliver a brand experience and help move a prospect toward a sale. Online promotions will oftentimes have a greater reach since these campaigns will be seen in any location that customers connect with that retailer online versus having to be at the physical store to see and redeem the offer. Online campaigns can be very successful in helping retailers create a detailed customer profile due to he nature of the web-based transaction. These profiles allow their marketing departments and promotional partners create segmented campaigns that can spur incremental sales, crossover sales, repeat purchases and even reactivate lapsed.