Retail Marketing and Branding: A Definitive Guide to Maximizing ROI

Introduction. Acknowledgements. Foreword. Part I Building Superior Retail Brands. 1 Principles of successful brand management: art - science - craft. Art, science and craft. Creativity and consistency. Strengths and weaknesses. Touch point orchestration. 2 Segmentation. Relevance in retail. Top management attention. Consumer needs. Strategic segmentation. Implementation. 3 A guide to excellence in retail brand management. The brand diamond. The brand purchase funnel. BrandMatics. The brand promise. Brand delivery. 4 Store brand portfolio management. Multiple formats and brands. BrandMatics Advanced. The brand space map. Impact estimation. 5 Private label branding. PL growth. Four generations of PL. PL strategy. SKU selection. Capabilities. Part II Optimizing Marketing ROI. 6 Budget sizing: the million dollar question. Systematic approach. Transparency. Outside-in benchmarking. Inside-out budgeting. Efficiency modelling. Budget level estimate. 7 Budget prioritization. Decision mode. Investment units. Full transparency. Prioritization criteria. Avoiding automation. Interview with Pia Mellbye, ICA . 8 How to spend it: fact-based media mix optimization. Media landscape transformation. Eye-level interaction. Three approaches. 9 Reach-Cost-Quality. Vehicle optimization. Apples and apples. Universal scores. Interview with Thomas Koch, TKM . 10 Marketing Mix Modelling. How to spend it. Impact comparison. Applications. Multi-lever transparency. Dos and don'ts. 11 The digital evolution of retail marketing. Digital natives. Constant connectivity. Social interaction. Two-way marketing. Consumer control. Total recall. Evolution, not revolution. Interview with Alastair Bruce, Google . 12 POS marketing. The most powerful vehicle. Lack of leverage. Systematic management. Tangible and intangible elements. The human factor. 13 Leaflets and local print advertising: how to achieve local media excellence. The true point of sale. A complex challenge. Fine-tuning. Product selection. Geo-marketing. 14 Excellence in classical media. A key element. Creativity and content fit. Testing and learning. Message delivery. Creative partners. Interview with Michael Trautmann, kempertrautmann . 15 Digital marketing excellence. The digital arena. Role of digital. Push vs. pull vehicles. Real-time marketing. 16 Boosting customer value through CLM. Full value. Deep understanding. Predictive modelling. Keeping track. Data availability. Applications. Interview with Daniela Mundler, Douglas . 17 Smart sourcing. Sizeable savings. Efficiency levers. Efficiency optimization. Best practice. Deep dive. Part III Ten Perspectives on Retail Marketing. 18 Ten perspectives on retail marketing. Contributors. Index.