VERBATIMS
What are the keys to marketing brands through retail?
Unique promotions that are mutually beneficial/exclusive to each key retailer
Balancing brand development/position and sales development/market share pressure Does the retail channel share the same brand goals or is there inherent conflict
volume; volume ; volume
Have a strategy that is unified in the overall brand marketings while using tactics that drive to retailer goals
location, promotion, alternate channels
Knowledge of the end user, buying habits and feelings about the brand, unique product attributes, willingness to offer exclusivity, innovative, custom in-store display solutions and solid support after the sell-in at retail to insure sell-through.
Direct store delivery (DSD), Category mgmt leadership programs, employees that have worked at retailers and understand their needs
Understanding why and how the brand/category is being purchased at retail (and understanding differences in purchase decision behavior by channel of distribution)
couponing
Giving the retailer what they want price-value-wise, in exchange for what you want- - floor space, promotional cooperation, etc.
product positioning
Support from other marketing efforts - have to attract people to the retail location. You can rely on catching their attention when they're there already but can't just put product on the shelf and hope it will move.
Co-marketing - programs that drive brand sales and enhance the retailer's differentiation in the market.
POP
Simple message Translating consumer advertising to the store -- one theme through all media
strategy
consistent understand of both brand and retailer marketing objectives
knowing your customers
understanding the consumer and customer needs

The primary goal to successfully marketing a brand through various retail channels is to dominate presence on and off shelf where appropriate with an adequate supply of merchandise to eliminate a risk of out of stock situations.

Creating a connection with consumers.
Clarity and Consistency
Merging the equity of the brand with that of the retailer using merchandising practices that are consistent with the retailer's in-store policies
Driving consumers to the channel through preference-building, image-enhancing messaging plus, where appropriate, incentives to accelerate the buying cycle.
relativity. products need to be placed in areas that make sense to the masses. i wouldn't necessarilly think to look in the goyle aisle for goyle products i'd look where the like items would be
placement
learn how the retailer does business, and understands his customers shopping habits
Developing programs that help both the manufacturer as well as the retailer and that involves understanding the needs of the retailer and learning to balance those needs with the needs of the brand/mfg.
Know your customer and develop strong relationships with retailers--get a few to 'take a chance' on your brand and then service the heck out of them.
Creating Strong Brands which consumers demand at appropriate pricing - Differentiation at Retai Understanding Customers
Understanding what each retail environment uniquely brings to your brand...and then figuring out how to best market in that environment.
Learn to view retail as both a channel and a medium. Perhaps learn to think of it more as the latter than the former!
Good relations and a win-win situation with the retailer
Understanding the retail environment, coupled with what the retailers promotion preferences are. Once those are matched up with the brand objectives a true bottom-up strategy can be developed.
Consumer and retailer insight
differentiating from other similar products with tangible benefits to the consumer.
Building awareness and value. Understanding the local consumer. One size does not fit all. Taking the retail perspective- making it a win win win (YOU retailer consumer)
developing a reality-based plan that is customized to different retailers' needs.
developing a reality-based plan that is customized to different retailers' needs.
Building programs to meet the retailer objectives not solely the brand objectives; understanding what retailers want and why - not just at shelf but with replenishment, logistical management, category building
Understanding the customer first and how they are usign the retail channel.

Understanding consumer behavior and mindset at point of sale
distinctive identity; eye-catching merchandising that helps them stand out from competitors; integrated approach to "all things marketing." Your experience with every aspect of the company whether it be over the phone, on the Web, in printed material or in the store should be consistent.
Customer service is key.
Building a program that involves the retailer and helps to build that retailer's brand identity.
Ideally, marketing to identified heavy category users, who represent 2/3 or more of brand volume and 3/4 or more of brand profits, but few marketers do so, instead spending large amounts on promotions which primarily dilute profits for existing customers.
Holistic thinking, clarity of message, partnership and understanding the entire purchase experience.
Placement, Location, Space, Venue, correct market category
Gaining distribution Getting secondary display
retail involvement
location, location, location
1) increasing brand loyalty 2) increasing awareness 3)pricing strategy
Understanding of the retail enviroment & how/why/where the consumer shops. Plus, an understanding of what motivates the Buyer.
Signage and In-Store advertising
consistent pos support advertising trade promotions strong sales force
Interesting the audience through packaging, price and placement.
LOCATION,POP,INVENTORY,SALES PROMOTION.
Brand awareness strong push/pull promotional support right outlets for brand proper intermediate functional support up/down channel
consistency
controlling the environment, consistency with brand essence, visibility/appeal
1. Understanding the consumer that is walking through that particular retail door. It is the same shopper that find at other retail outlets, but when they walk into that particular store, they become something slightly different depending on their goals for that trip and where they are!
Drive traffic to store and Gain merchandising
Seasonal incentives always seem to work well... especially 2 for 1 offers where you can buy more for the same price. Also, promotional give aways where the reward item is substantial and not necessarily something that you would buy, but enjoy getting from the incentive.

Strong POS & retail marketing programs tied to promotional programs.

Place/retail based on audience not available strip mall price per Sq. foot. POS based on creating/supporting position rather than spontaneous consumption - this creates a recurring purchase? Brand advertising incorporating convenience at retail - where to find in general and once on site or some gimmick on site to call attention to the brand (I can't think of anything smart right now)
Understanding the consumer's need state in the retail channel. Delivering an ideal cosnumer experience in the channel.
Understanding your consumers and not believing that retail is only a follow through distribution channel.
need for a strategy; need to understand your consumers well and how the brand & retail channel work togther;
Visibility is key as well as an attractive proposition. People spend more time looking around the store and considering brand choices than most marketers think they do. Having logical placements in areas where the product can add to the consumption experience, example Campbell's Cream of Mushroom near the fresh chicken, etc. can add both to volume and behavior modification. Real estate is very important and reinforcement of product versatility can help drive incremental sales and a faster turn rate. Even more important is the perception of dominance. Campbell's has controlled the soup aisle since the beginning of time by simply have sheer volume of product offerings. Frito Lay in much the same way has a visual dominance which directs the shopping behavior. Placements that offer time savings during the shopping trip offers dividends as well. Co-packing and cross-ruffing are marketing extensions that are effective because of the logical nature of the combinations, even before the cost savings. Having an attractive brand message through labeling, POS and consumer contesting, in the aisle, offers breakthrough reinforcement. The keys are appearance, dominance, time saving and of course, cost.
Differentiation.
Know your retailers' policies as they relate to your category and partner with retailers to get preferred treatment.
1. Placement 2. Presence 3. FEature/Display opportunities 4. Price depends on category/season etc.
Understanding the sales process and the fact that most retail staff people are undereducated about the benefits and tend to kill customers with features as do most marketing materials.
Well defined plans with key retail partners. Understanding retail timelines and building executive level partnership with key accounts. Marketing understanding that many retail channels are opportunity to drive brand message. Ie: Warehouse Club pallet size allows manufacturers to use that space as a billboard to send a marketing message. (Few vendors do this well.) Also- Taking advantage of retail programs outside of the aisle and category to drive trail and impulse sales. Using many types of mediums. Biggest way to market through retail is to get out of the aisle and defined space. This requires executive support of the retailer as most buyers do not have the ability to freely cross promote and do large scale projects.
Ensure retail sales understands your brand and your target consumer.
Getting shelf space
Priceing, advertising, Point of sale merchandising, training sales staff, special events, Packaging
Understanding retail customer needs
Overlap of target customers Retailer support
To maintain a dialogue with the consumer and treat the exchange at retail level as a marketing opportunity and not just a distribution channel
cooperation between retailer and manufacturer retailer ads, retailer in-stock, retailer store personnel aware that the product is in the store and where in the store
Staying ahead of consumer trends...Hitting on a "hot" media message (i.e. Target)
Drive customers to retail. Create an exciting retail presence.(Shelf and displays) Create a compelling reason to purchase. Incentivize customer to come back again
Creating partnerships with the retailer to build real value for the consumer. Get above the clutter by being noticably different.
SAMPLING

Really engaging visuals, dynamic and distracting yet appealing and attractive. If you are marketing at retail you really need to interupt the prospects actions and get them to pay attention to your message instead.
price, placement and promotion
Reinforcing the advertising message at point of contact to take advantage of recognition and encourage an impulse purchase.
Break through clutter and have a real innovation!
Reminding the customer of the benefits they've been told about through the other marketing methods. Overcoming the marketing of the competing product that's sitting on the shelf next to your product. Persuading the customer that your product is worth paying extra for, or conversely, that your product is just as good or better than the competitor's product, even though yours costs less.
Marketing support in other channels: Direct, Internet, radio, tv
Great / useful product, easily understood competitive position, flawless execution at POS / service.
making sure you understand the retailer's brand and then creating a fit for your brand within that retail envrionment.
Knowing where to look in the store, having a solid cross product reputation
It is important for consumers to be able to recognize your brand and also be able to put a characteristic such as quality or low price, etc. with that brand. Each brand needs to stand for something imparticular and this needs to be shown and recognized easily.
Paying extortionate fees to retail chains for paltry direct access to their customers via promotion, real estate, or in-store advertising or special activity.
to gain facings, without detrioating profits. To do this by providing strong in-store merchandising and utilizing brand created consumer awareness and demand
nuances of each individual retailer; channels that transcend "traditionals" ones
critical mass - own a section or a category creativity in the type of program retailer and brand synergy
Leveraging brand strength and consumer insights when and where ever possible
sexy women offering free samples of the product (common practice here in Latin America)
Consistent brand presentation, branded product in one location in the store, brand as a destination so consumers pull through the sales
Getting the buyer behind the program and getting them vested in it.
collaborative understanding of shopper needs
Price, Personality, Visibility, Memorability, Accessibility, Samples
A memorable brand identity and pointing out what about your brand makes it more desirable than any other brand. ...Or jelly beans!
strong brand identity and visual presence; sufficient range of SKUs to command prominent display space; strong consumer value pereception; proven sales performance ($/Pt of Distribution; $/sq ft; sales velocity; attractive GPM to retailer; etc.)

point of purchase differentiation
Sharp, concise messages that connect with consumers and are snappy enough to convince retailers to implement.
Know the nuances of the various retailers one works with and construct account-specific programs to match the retailer's needs as to their customer base
understanding needs of the consumers that shop that retail outlet
Partnership, Program, and Promotion. Let forget prices sore subject.
The P's
providing complete retail support, from pos materials to your own in-store sales and training support
Face Up Exposure Eye catching brands Volume
Long term vision, concept driven, not just adding to communication clutter
Knowing the location and the customer consumption patterns.
seling as much as possible, given the promtoins used that are simple "win!!" offers and no thought as to why we should buy the particular brande, especially the case for established brands.
Getting the shopper's attention within the clutter Getting the reatiler's attaention with stand out marketing Having a product that people either want or think they want!
Strong retailer relationships in order to garner prime promotion space and times. Creative use of brand extensions, alternate within store product placements and using research tools to evaluate the effectiveness of promotion dollars spent at retail.
Few clients have a well-thought out approach to retail--to illustrate:

1. Most have a trade or customer plan--built out of sales objectives or mega-customer specific objectives. This is usually lacking in its ability to drive brand or sales growth as aggressively as it could.( see below)

2.The more aggressive business building approach is to come at it in a more consumer centric and competitive way: with consumer retail insights at a deeper level, with a mix of customer and competitor insights/activity/direction (to map out where the customer and
channel/converging channels are going), a process for developing innovative retail solutions ( ie. station, shop, other concepts--plus piloting/test approach), and a marketing/retail plan powerful business building effort--complete with committed spikes or episodes to particularly drive volume and build the retail brand(s) at key periods.
I think it varies by category. I know the cosmetics industry, for example, places a lot of importance on retail strategies. Somewhat like Goya's single aisle approach, they have "The Wall" look in any drug or mass merch at their cosmetics dept. In the high end, they make strategic decisions about which dept. stores they will do business with, then design, stock and staff their own little stores within the store.
Market focus
1. Understanding shopper behaviour and purchase decision making in each channel(shopper insight) 2. Retailers objectives (retailer insight) 3. Define busniess problem and strategy to solve it 4. Big idea
Visibility, visibilty & visibility

attractiveness, impulse, solution, pleasure : create emotions, a special atmosphere, help the consumer to buy faster, easylier, better, provide information, reinsurance. Find new place to be in touch with consumer, where he needs and not where the company can.
understand what people are buying...commodities or experience...focus on human/social interaction and engagement and design formats/strategies to support not hinder this
No stock outs Good logistics
Having a common thread to tie the brands together that both the consumer and the trade recognize. Make the shopping experience easier for the consumer and at the same time increase the unplanned purchase of your products. Have a retail sales force that can implement the program that has been developed.
Four things: -- The intelluctual understanding that retail is your first/best media vehicle -- it reaches 100% of your target audience within minutes of a purchase decision. -- Developing creative that reflect the context -- the understanding that consumers are seeing this message at retail. -- Involvement of the brand's sales force/brokers to help implement/monitor/coordinate the retail communications activity. -- The imagination to develop innovative retail marketing concepts that build your brand while bringing excitement and variety to the consumer's store experience.
visibility, product promise, promo/adv, relationthip marketing
attractive branding, helpful information - leave the 'selling bs' out.
having strong consumer brand satisfaction levels going in ... to provide leverage with retailers
selling solutions, not products
Understand your retail customers. It's not about one-size fits all programs for retailers. It's about customization and collaboration.
Understand target purchase and consumption cycle, understand retailers goals and objectives and link the two
1. know your consumer (research) 2. know your retailers (store visits) 3. develop a relationship with each retailer and plan your retail strategy together 4. test your retail strategy (more research) 5. refine and improve
adequate stock, shelf positioning, inducements to trial, special displays
Consumer needs and wants are key
Balancing the wants/needs of the retailer with those of the consumer; ensuring appropriateness of communication to the channel and the target shopping within that channel; ensuring appropriateness of marketing materials used for a specific channel
A good product, supported by strong branding, impactful packaging and in some cases trial inducing point of sale. Then think of ways to get consumers to belong to your brand.
create synergies help retailer sell, don't sell to retailer help sell more than product

understanding the retailer's need and using Brands to achieve the goal
understanding how your brand fits the retailer's strategy--how can you help each other?
(1) Merchandising, which most packaged goods brands don't practice. It would require understanding the Brand's role in shoppers' market baskets, what items it "pulls along" (by SKU, shopper and/or shopping occasion) & the latent profit potential in cross-merchandising (2) Memorable brand personality that speaks to Core Customers' values
Ability to execute in the retail space Ability to present undiluted brand messaging
display strength
communicating relevant and motivating brand messages in ways that support the retailer's strategy and store environment
While it very much depends on both the brand and retailer in question, in general it requires an appreciation that not all retail channels are created equal. Being able to truly tailor a brand's in-store marketing component to a specific retailer's dynamic (and, in parallel, to that retailer's consumer constituency) requires information, insight and inspiration ññ which means way more than just the traditional "menu" and the opportunity for a retailer to be first to pick "Choice 3 -- charming blue haired old ladies distributing a sample of your product to anybody who happens to walk in the door."
PARTNERSHIP. In many industries, the vendor has invested heavily over the years in the "distribution channel" Those who are smart consider the retailer their partner and work with them to sell the product through as opposed to shipping inventory. It all comes back in the end if it doesn't sell through to the end user or consumer.
Category marketing; Consumer Insights; Partnership between Manufacturer (both sales and marketing) and Retailer
Stack 'em high, price 'em low ... really though, position in store, attention getting device (either price, promotion or gimic). Good marketing at retail is made easier if the retailer has taste and cares about the in-store experience which results in clean layout and presentation. Some examples: Best Buy, Bread & Circus, GAP, Starbucks, Victoria Secret, Pottery Barn, Nike Town ... definitely NOT Walmart.
1. Creating brand programs specificlly for a retailer. 2. Involving the retailer, or ensuring that programs presented to the individual retailer meet their marketing needs.
Creating a value to the consumer
marketing to the consumer needs & wants
Gaining differential advantage versus alternative consumer options - retail, food service, etc.
Clear thinking and consistancy
Partnership between retailer, sales / customer marketing and brand on price, place, and promotion
Understanding the retailers' consumers, and gaining share of voice on the floor. Depending upon category and channel, the sales associates can make a major difference.

replenishment
continue the consumer message at point of purchase and sale
Knowing the context. Just like a magazine or TV ad, you need to know the context to understand the clutter and how to then break through it.
Visibility, ease of access and consistency.
Undertanding four key varialbes: Customer as brand (what do they stand for in the marketplace) Customer Operations (how to optimize merchandising within the clients business system) Store Environment (what are winners doing at retail with this customer) Manufacturer Capabilities (how are they sold/distributed, where are the potential opportunities/gaps)
adequate display - retail sales people education and promotion
Developing partnerships with retail that show benefits to allowing brand identity or brand marketing programs in store. The challenge is that retail tend to categorize product by type not brand, shelf space and how quickly product moves is a determiner for position and ability to allow branding, some retail take product out of packaging which decreases opportunity for branding, end caps and shelf striping is becoming more commong, but not there yet. Retail only wants to move product, not interested in building brand for companies.
truly understanding the mindset,economics, and culture of retailing
Understanding the customers' experience
Sampling, brand representatives in-store on the floor who gain power to negotiate better actions in-store: presence, etc.
A great partnership with the top management at retail that is willing to allocate the space and work with the brands on showcasing the brand in it's best light.
visibility, shelf/aisle/department location
strong visual aids for consumer to find brand Cross selling
Understanding the retail customer needs