Improving in-store marketing: Insights from POPAI Asia Conference 2013
Low Lai Chow
For all the challenges associated with the rise of digital media and ecommerce, the bricks and mortar channel remains the "biggest medium today", Stassi Anastassov, president of Duracell – Procter & Gamble's battery brand – reminded delegates at the POPAI Asia Conference 2013.
"Seventy-six percent of decisions are made at store level," he continued. Moreover, an overwhelming majority of battery purchases are unplanned and occur in physical retail outlets. "Frankly, I think only 15% of the business from Duracell is sold off-shelf," said Anastassov.
This has profound implications...