CATALOGUE & PRINT
marketing execution by clearly mapping the entire retail marketing picture for any campaign. They should have knowledge of local retailers, compliance practices and nuances of culture and language to ensure that all retail materials are created or adapted in the right way first time. They should also establish KPIs for every component of the campaign to identify where wastage is occurring and work to actively improve practices in future.
Outside experts can also assist with the evaluation of existing procedures to help identify where digital
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point of sale activations will reduce long-term costs and drive effectiveness. Moreover, they should be in a position to advise if print, or a combination of print and digital, is going to get the best outcome from an activation in any given instance. By reviewing marketing procurement spend, a consultant can provide recommendations for models that will boost cost-efficient behaviour.
The elephant in the room here is, of course, resource. It’s all very well saying that marketers need to find all this local knowledge, but doing so is a job in and of itself. That’s why it’s crucial
to identify a partner with access to the right global talent, the capability to manage its operations, and clear, real-time reporting platforms to show how marketing executions are performing in every region.
Sourcing practical, independent advice around harnessing technology, activating at scale and reducing waste is an effective route to transforming retail marketing execution into a sustainable process, enabling marketers to focus on creativity and innovation. With the right people at work, retail marketers can wave goodbye to their dirty little secret.
Direct Commerce |
www.directcommercemagazine.com
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