Are you measuring your brand’s presence?

People in the retail industry know consumer’s are changing their shopping behavior. Many retailers are adapting business strategies in hopes of either stay ahead of the game or adjust in sync with consumers. As your brand or retail shop changes it’s in-store advertising, product sampling, marketing, packaging, or merchandising tactic, are you measuring the results?
-Tropicana changes it’s branding back due to consumer opinion.
-Target stores emphasizing food and household products over apparel.
-Kroger’s expands it’s store brand in ready meals.
The list of retailer and brand adaptions are endless. What have been their results?

Information Resources released several reports outlining the changing consumer shopping habits. In one of the recent reports, IRI points out more purchasing decisions are made more at home versus in-store. Where does that leave your brand at the retail shelves, or your direction of in-store promotions?

Purchase decisions made at home does not leave room for brands or retailers to miss a beat with their marketing campaign. Both in-store and out of store, brands need to on top of measuring their market’s response. A consumer can make the decision at home to purchase “cleaner A”, but if the merchandising fails to replenish stock or display the cleaner properly, it negates the brand’s effectiveness.

In-store advertising should not be comprised for the idea that once the consumer makes a decision, there is nothing to do at retail. It’s the wrong approach from a brand. Brands should engage and strengthen online, printed, and TV marketing campaigns with a reliable presence in the store. Coupon distribution does the brand no good if the merchandise isn’t on the shelf for the consumer to buy it.

Measuring your brand’s effectiveness takes initiative to look at the retail front. Brands should not make the mistake of assuming the retail center won’t influence a shopper’s decision.