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WITH GROWING awareness of social media and smartphone capabilities, as well as other innovative channels used to research, select, transact and collect products, retailers are rethinking their marketing plans, and rightfully so. Yet there remains a traditional form of marketing still affecting consumer shopping habits that doesn’t involve tech tutorials or search engine optimization (SEO) know-how. Innovative in-store marketing campaigns still provide retailers with the opportunity to present clear and direct messages to their target customers. It’s true that sometimes the merchandising display
for a certain product can make or break a sale. Pre- sentation plays a large percentage in perception. Are you doing all you can do to entice customers at the point of purchase? Although merchandising displays are important, in-store marketing is more than product setup. In-store promotion can have an interactive feel as well, including experts on-site to give advice, and staff presenting product demonstrations. Ads can also play an important role in any in-store campaign. Dina Howell, pioneer in marketing and former VP
of global media and brand operations at Proctor & Gamble, claims that the goal is to have an impact on a shopper’s, “First Moment of Truth.” Howell further explains that the First Moment of Truth is, “the fi rst seconds when someone notices an item on a store shelf and makes their decision whether to buy or not.” The key is to approach it with a fresher face and a more proactive attitude. Take for instance, Vlasic, which has settled on reaching a customer’s First Moment of Truth in more than just the pickle aisle. As reported by The New York Times, Vlasic is partaking in a new in-store ad campaign by BBDO New York. Not only will ads appear outside the pickle aisle and
on carts, but these ad displays will dispense coupons and recipes. It gets more creative, as, “shoppers picking up ground beef, for example, encounter the (Vlasic) stork near the meat section, where a speech balloon near his beak says, ‘Pro tip: Serve your burgers with a Vlasic pickle. Amateur tip: Don’t.’” Your custom- ers may walk out of the store forgetting the mustard and ketchup, but in-store marketing helps sell a jar of Vlasic pickles. ■
COMPANY UPDATE
In-store Marketing Pacifi c Link Values Variety
PACIFIC LINK’S business model is simple. “We sell to anybody who buys wholesale sunglasses. It could be jobbers, convenience stores, department stores, or kiosks in the mall,” says Ron Bryan, sales and marketing director for the sunglass wholesaler. Just as the proof of the pudding is in the eating, the proof of the value is in the variety. “We have 900 plus skus,” notes Bryan. “We carry a full line of sunglasses and sunglass accessories, displays, that sort of thing.” Pacifi c Link even carries its own sports sunglass line, Element 8. Updating offers every month, the company still fi nds that sport glasses continue to be a big part of the business. No matter the style, however, “the wholesale price averages about $24 a dozen, with discounts offered for quantities,” Bryan says. Pacifi c Link knows that customers need informa-
tion about the variety it offers, especially regarding new products. To that end, Pacifi c Link’s website,
www.sunglassespacifi
clink.com, has been redesigned and serves as an invaluable news and buying aid. “Customers can go on there and look at every prod- uct we have,” Bryan says. There is also an option to see upcoming styles. “If we have an image and the product is soon to be released, maybe a couple weeks out, we post it in this section of the website,” adds Bryan. Keeping up with constant change is a part of the company’s success. “We keep up with the current trends, which seem to change every two or three months,” says Bryan. “Whether it be an Aviator or a Colored Wayfarer, we just try to stay on top of the current trends.” As trends are quickly changing, Pacifi c Link has also found the need to add a Spe- cials section to its website, in which customers will be able to fi nd overstocked items or inventory that the company is looking to move. ■
For more information: Pacifi c Link 1223 Coronet Drive, Ste 3, Dalton, GA 30720 Toll Free: 866-824-0079 Fax: 706-272-7979 Email: infopacifi
clink@windstream.net Website: sunglassespacifi
clink.com
INDEPENDENTRETAILER.COM for Industry News & Updates September 2011 125
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