With one exception, the duration-to-spend ratios for BrainTrust panelist Carol Spieckerman’s excursions to Best Buy have always been disproportionately weighted toward emptying her wallet. Last weekend, that got turned around. What are the most common mistakes in closing a sale at retail?
Back in the early ’80s, J.C. Penney was the only retailer of its size that maintained a decentralized buying structure. By 2000, Penney began moving toward a centralized structure as well. Since then, the pendulum has swung back toward localization and specificity. How should suppliers be adjusting to the shift toward localization and limited buys by many larger retailers?
In terms of advertising and content opportunities for brands, Walmart.com’s brand showcases offer “always on” presence and even allows links to corporately-branded websites. What’s the content opportunity for brands on retail websites?
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