Summer is fast approaching, bringing retailers a host of traffic-driving opportunities: from pre-vacation shopping and families looking for leisure activities during the long holidays, to a rise in tourist numbers and the annual back-to-school retail rush. Each of these – and more – provide retail organisations with an opportunity to drive profitability through marketing activity.
And bricks-and-mortar retailers have an opportunity to better leverage technology in order to more effectively measure the impact of their marketing campaigns. Therefore, to make the most of the summer spend, now is the time for them to spring clean their approach to store marketing, to ensure their strategy tracks and drives ROI for physical locations.
Here are some areas that senior marketers should address, which will enable them to benchmark the strength of their campaigns in the store environment:
Understand the key objectives
The first ….