The retail conversation - measuring communication techniques and resulting ROI

Karen Tillson and Robert Passikoff

Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques.

The retail conversation: Measuring communication techniques and resulting ROI

Karen TillsonBrand Keys, Inc., United States

Robert PassikoffConsumer Insight & Market Intelligence, Liz Claiborne Inc., United States

INTRODUCTION

Media proliferation, new technologies, consumer media sophistication, and new consumption patterns are forcing retail marketers to rethink traditional models of media planning and effectiveness measurement – how to initiate a conversation with the target consumer and how to ensure that the conversation is engaging. This is especially true in the retail category where retail has surpassed automotive as the largest U.S measured-media advertising category. Unfortunately, another truth about this environment is...

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