Channel planning: Don't stop at the door of the store

Channel planning needs to engage the consumer from initial awareness through to transaction completion.

Channel planning: Don‘t stop at the door of the store

Sarah Ivey

Initiative Worldwide

With so many ways to purchase, channel planning needs to engage the consumer from initial awareness of product or service need through to transaction completion

Marketers estimate that, on average, 70% of purchase decisions are made in-store. Recent studies of post-recessionary behaviour tell us that one-third of shoppers will continue to compare prices, and one-fifth intend to trade down to cheaper brands. So the question is, why do communication plans continue to stop at the door of the store?

Communication plans are designed to imprint top-of-mind...

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