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MARKETING NEWS
Push and pull strategies work together to keep consumers coming back for more
The retail sector is under increasing pressure as consumers have shrinking disposable income in a strained economy. Maintaining share of wallet is critical. Relying solely on a push route to market strategy from manufacturers into retailers is not enough to get consumers buying products. A pull strategy needs to coexist with the push to drive brand consumption. Integrating these strategies requires intelligent and insightful decision-making. This, in turn, requires data generated through smart technology which provides line of sight across the value chain from manufacturer to distribution, retailer to the consumer.
Integrating marketing into the value chain Traditional route to market brand strategy focuses on driving stock into the retailer. It is then up to the retailer to ensure a sales drive to the consumer. This push strategy is a difficult sell in the current market however, and manufacturers are left fighting for their share...
Today’s customers are loyal to speed and convenience, not brands
Consumer expectations are rapidly shifting as technologies such as mobile, geolocation, social media and increasingly, Intern...
Gearing FMCG manufacturing for the red season spike and maximising profits all year round
As we enter the festive season, demand for Fast-Moving Consumer Goods (FMCG) increases rapidly, often leaving manufacturers s...
Black Friday not necessarily a “black & white” decision for small business growth
Black Friday, once only a North American marketing frenzy, has become a critical entry in the calendars of South African reta...
Welcome to a new customer experience world
As business heads into 2020, the way customer experience is managed will irrevocably change. Ushering in this new era will be...
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Nederburg's story is in the details
Nederburg is bringing the narrative of its history and heritage to consumers through a creative, interactive promotional campaign that launches in participating restaurants in South Africa in early March. READ MORE
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