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Filling the competitive in-home knowledge void: retailer advertising and promotion
With shoppers making fewer trips and impulse purchases, the need to influence them earlier and more frequently in the purchase decision-making cycle is critical for sales success. To accomplish this, consumer packaged goods (CPG) retailers and manufacturers are increasingly using cooperative advertising and promotion programs that target shoppers at home when they are most likely to be planning shopping trips and creating lists. As retailers, understanding what your competition is planning for in-home is just as essential to staying competitive as what’s happening in-store.
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RILA lauds sales tax fairness in California
Arlington, Va. -- The Retail Industry Leaders Association (RILA) said Friday it is applauding the impending implementation of sales tax fairness in California, which stands to even the playing field between bricks-and-mortar retailers and online competitors.