Stop being inhibited by category norms: Jane Perry at In-Store Asia 2018
By Nabamita Chatterjee | February 22, 2018
The session focused on the "Needs for brands on shelves to collaborate with store environments to deliver effective shopper marketing today". She also mentions that physical retail is uniquely poised to offer greater human advantage.
The 11th edition of In-Store Asia witnessed an interesting session by Jane Perry, Managing Director, Geometry Global – Singapore. The session focused on the "Need for brands on shelves to collaborate with store environments to deliver effective shopper marketing today".
In the session Jane mentioned that as the brands today need to collaborate with the retailers in a far better manner, in this process the biggest advantage the stakeholders have is what they call it as ‘human advantage’. With the increasingly busy lives, the shoppers are demanding immediate convenience. Hence, as the physical retail is well-poised, it can tap the opportunities as the millennials are having greater spending capacities.
Jane mentioned, “Today the shoppers are looking for experiences and not just POS, also another important factor is that they are wanting curated solutions and as well as seeking added value.”
The session threw light on the need of a good collaboration between the retailers and the brands. In this regard Jane also mentioned that it is imperative to understand the equities of the brand, understanding of the retail ecosystem, as well as it is vital to understand the retailer’s shoppers from the brand perspective and the retailers media touchpoints and the calendar of the retailer.
While summing up the session she pointed out that it is important for the retailer to build off their brand equities and one should not be inhibited by the category norms.
