Retail Marketing and Branding – A Definitive Guide to Maximizing ROI 2e

Foreword xi
<p>Introduction to the Second Edition xiii</p>
<p>Second Edition Acknowledgments xv</p>
<p>Introduction to the First Edition xvii</p>
<p>First Edition Acknowledgments xxi</p>
<p>Commonly Used Acronyms xxiii</p>
<p>Part I Building Superior Retail Brands 1</p>
<p>1 Principles of Successful Brand Management: Art, Science, Craft 3</p>
<p>Art, science, craft 5</p>
<p>Creativity and consistency 6</p>
<p>Strengths and weaknesses 8</p>
<p>Touch point orchestration 9</p>
<p>2 Segmentation 21</p>
<p>Relevance in retail 22</p>
<p>Top management attention 23</p>
<p>Consumer needs 26</p>
<p>Strategic segmentation 30</p>
<p>Implementation 32</p>
<p>3 A Guide to Excellence in Retail Brand Management 37</p>
<p>The brand diamond 37</p>
<p>The brand purchase funnel 42</p>
<p>BrandMatics 45</p>
<p>The brand promise 50</p>
<p>Brand delivery 52</p>
<p>4 Developing and Refining Retail Formats 63</p>
<p>Basic types of format development 64</p>
<p>The four–step process 66</p>
<p>Implementation support 74</p>
<p>5 Store Brand Portfolio Management 77</p>
<p>Multiple formats and brands 78</p>
<p>BrandMatics Advanced 80</p>
<p>The brand space map 81</p>
<p>Impact estimation 84</p>
<p>6 Private Label Branding 89</p>
<p>PL growth 90</p>
<p>Four generations of PL 95</p>
<p>PL strategy 100</p>
<p>SKU selection 102</p>
<p>Capabilities 103</p>
<p>Part II Optimizing Marketing ROI 105</p>
<p>7 How to Spend It: Fact–based Media Mix Optimization 107</p>
<p>Media landscape transformation 108</p>
<p>Equal footing 110</p>
<p>Three approaches 112</p>
<p>8 Budget Sizing: The Million–dollar Question 117</p>
<p>Systematic approach 117</p>
<p>Transparency 119</p>
<p>Outside–in benchmarking 121</p>
<p>Inside–out budgeting 123</p>
<p>Efficiency modeling 125</p>
<p>Budget level estimate 126</p>
<p>9 Budget Prioritization 129</p>
<p>Decision mode 129</p>
<p>Investment units 131</p>
<p>Full transparency 134</p>
<p>Prioritization criteria 136</p>
<p>Avoiding automation 140</p>
<p>10 Reach Cost Quality 147</p>
<p>Vehicle optimization 148</p>
<p>Apples and apples 149</p>
<p>Universal scores 157</p>
<p>11 Marketing Mix Modeling 161</p>
<p>How to spend it 161</p>
<p>Impact comparison 163</p>
<p>Applications 165</p>
<p>Multi–lever transparency 166</p>
<p>What to watch out for 168</p>
<p>12 The Digital Retail (R)evolution 179</p>
<p>End–to–end digitalization 181</p>
<p>Channel convergence 183</p>
<p>Localization 186</p>
<p>Social media 188</p>
<p>Content management 191</p>
<p>Brick–and–mortar 192</p>
<p>13 POS Marketing 197</p>
<p>The most powerful vehicle 197</p>
<p>Lack of leverage 199</p>
<p>Systematic management 200</p>
<p>Tangible and intangible elements 203</p>
<p>The human factor 211</p>
<p>14 Leaflets and Local Print Advertising: How to Achieve Local Media Excellence 217</p>
<p>The true point of sale 217</p>
<p>A complex challenge 219</p>
<p>Fine–tuning 222</p>
<p>Product selection 223</p>
<p>Geo–marketing 225</p>
<p>15 Fact–based Promotion Management 231</p>
<p>Balance pricing and promotions 232</p>
<p>KPIs for optimization 235</p>
<p>Supplier negotiations 239</p>
<p>Margin improvement 241</p>
<p>16 Excellence in Classical Media 247</p>
<p>A key element 248</p>
<p>Creativity and content fit 252</p>
<p>Testing and learning 255</p>
<p>Message delivery 257</p>
<p>Creative partners 261</p>
<p>17 Digital Marketing Excellence 269</p>
<p>Value proposition 270</p>
<p>Digital strategy 272</p>
<p>Search engine marketing 276</p>
<p>Display advertising 280</p>
<p>Social media integration 282</p>
<p>Digital marketing organization 287</p>
<p>18 Maximizing Customer Value with Data–driven CLM 297</p>
<p>Full value 298</p>
<p>Deep understanding 302</p>
<p>Predictive modeling 305</p>
<p>Keeping track 308</p>
<p>Capability building 310</p>
<p>Applications 316</p>
<p>19 Smart Sourcing 325</p>
<p>Sizeable savings 326</p>
<p>Efficiency levers 329</p>
<p>Efficiency optimization 332</p>
<p>Best practice 337</p>
<p>Deep dive 340</p>
<p>Part III Ten Perspectives on Retail Marketing 347</p>
<p>20 Ten Perspectives on Retail Marketing 349</p>
<p>Contributors 351</p>
<p>Index 365</p>