Cross merchandising: ridicule does not kill!

Based on consumers usage patterns, cross merchandising is generally implemented by stores in order to generate additionnal revenue. It could work as reminders for customers: you will find batteries next to electronics item, coffee filters near coffee itself or coffee machines... But cross merchanding is often misused or overused (as all new concepts) and could lead to ridiculous situations. Better then not to use it...

Crazy association:

Cross merchandising in press sector: just on the target...

«БАХЕТЛЕ» — ЗНАЧИТ «СЧАСТЛИВЫЙ»

Did you ever go shopping in supermarkets «БАХЕТЛЕ» ? I would like to highlight and promote this chain of supermarkets, coming from Kazan and having now 4 stores in Moscow (http://www.bahetle.com/). Stores are clean, well kept, offer is large (you can find as well a large offer of "homemade"products) and attractive, products are tasty, employees are nice, service is really satisfying...just, as usual, difficult to park there. Just try it...

What does the client want?

Developing and managing your client capital: this is one of your daily stakes. Client is the key and he has to be satisfied; everybody now knows it and understands why. Difficulty lies in what should be done to achieve best client satisfaction. The notion of service seems here to be in the middle of discussions.

3 Ways To Use Web 2.0 As An Early R&D Tool

As you already know the best communication campaign on earth will not help a product with a bad distribution. Vice versa an optimal distribution will not help a product which does not meet consumers need. So any company needs engineers from one side to create a viable product and commercial team from the other side to make it available. Marketing team studies the market and create the claim that shall make people need and buy the product. This system is clear and has been working for years.

Special prize for "Домбытхим"company!

Remember some times ago, we promoted all "FLAT" products (specialized in home cleaning) for their large range of creative packaging.
Brand "FLAT" is belonging to this wonderful and successful company "Домбытхим" http://www.dombeetchim.ru/ (just have a look) and I am happy to welcome its small sister, brand "L'Amour", specialized in body cosmetics like hands soap-gel, shower cream-gel... with as usual, very interesting packaging.


Just be careful not to do "cross- packaging" between those two brands (hands soap-gel and cleaning gel for wash-basin): this could spoil "L'Amour" image and make people think that formula inside are as well the same...

Negative impact on shoppers’ behavior

A lot of consumers’ studies about stores' environment do focus today mainly on positive impacts on shoppers' behavior; it might be worthwhile to spend some time on negative ones as well. Unpleasant feeling, discomfort during shopping time, might result from several direct causes like crowd, dirtiness... and those will immediately affect sales. I would like to focus on those hidden messages received or felt by customers in stores, which turn their shopping time into real stress.

Loyalty cards: worth it?

“Discount programs help to increase loyalty of permanent customers and attract new customers”.
And based on that, distributing loyalty cards seems to be the most effective way to concretize a loyalty approach. But who should get it? On which bases? Should it be for free or not? Does it really bring benefit to Russian customers? And is it enough to retain clients?

"Bon Appetit 09": what happened?

Supermarkets chain Seventh Continent announced (http://www.7cont.ru/) a new promotion campaign from November the 16th to November the 30th called "French Days". What a great idea!
I was eager to discover which products they offer and to buy them, jumped in my car and went to the closest Seventh Continent store. There I immediatly thought: "I should have been mistaken"...No french products, less choice than ever, no communication inside,...nothing. Checked out the date...I was right but disappointed...What happened?

Loyal Consumers Management VS New Customers Acquisiton?

Where is the marketing Graal? Should your company be focusing on Consumer’s retention or acquisition? This is a difficult question to answer and the solution will different from one business to the other.
Anyhow, should ask himself the question of advantages and weaknesses of both target group in order to chose the appropriate strategy to target them.

Danone: 14, 15 or 17 years in Russia?

How old is really Danone in Russia?

To celebrate its 15 years in Russia, Danone set up a special offer: "15 years in Russia, -15%".

But what should we celebrate? Danone opened its first store in Moscou on Tverskaia in 1992...so 15 years are already over...First plant opened in 1995...here we are early! And what will they celebrate next year then? It seems that celebrating anniversaries is becoming one of the most used promotionnal tools in Russia. But be careful not to deceive customers..they will always remember it...