B Berfred, Top Ideas That Move Merchandise
Publisher: N/A | Date: N/A | ISBN: N/A | Pages: 335 | PDF | 1.1MB
An appliance retailer gets an idea - keep the store open until the wee hours for several days running and stage a special price event; "the late bird gets the worm." For reasons rooted perhaps in psychology, the idea clicks. In short order, several giant manufacturers are giving their appliance outlets complete programs for "Sella- thons."
A druggist concludes that it would be a nice gesture to present a little package of baby necessities to mothers of newborn babies. Soon several giant manufacturers are packaging these gift assortments at the factory and building complete marketing programs around them.
A food outlet, in its nonfood section, bands certain soft-goods items in lots of twos and threes and gives them a special price. The "two-f er" idea is born and this, in time, leads the giant Coca-Cola to the development of the six-pack as well as leading innumerable manufacturers in other merchandise classifications to the development of new concepts in size of sales unit.
Some nonfood outlets get the notion that, since food produces enormous traffic, why not add food? The direct result the fastest- growing outlet for food today is the nonfood outlet and die food processors have had to adjust their marketing programs accordingly.
The vast suburban shopping center started as a retail idea. It has revolutionized the total marketing process of practically every manufacturer of consumer merchandise.
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