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Brands are increasingly investing in reaching customers at the point of purchase or consumption, while retailers hold the power to influence these critical moments. By collaborating effectively, brands and retailers can enhance the consumer journey and improve conversion rates. In the evolving consumer landscape, brands must take the lead, as the competitive battleground now lies within the trade environment. Consider the scenario where a consumer must choose a product from a variety of competing brands in a retail setting. What drives impulse buying in such situations? Often, the customer may not recall specific advertisements but must make an immediate decision on which brand to choose. Effective branding and strategic placement of product information within the retail environment can significantly influence the consumer’s decision in favor of a particular brand. Understanding the consumer's profile, the decision-making process within various channels, and strategically placin...

Value Proposition .  I know we are familiar with the term and we use it ever so often. But what does it mean? It is an innovation, service, or feature intended to make a company or product attractive to customers. Some say it is a promise of value to be delivered, communicated, and acknowledged or a belief from the customer about how value (benefit) will be delivered, experienced and acquired. Great definitions. I call it a tangible expression of who you are or what you are all about. Whichever way you want to look at it, it represents a promise that would make your audience listen to you and do what you want them to do towards you. So, what is your value proposition? What are you offering that should make anyone look your way and patronize you? There are essentially four elements to a properly crafted value proposition statement, irrespective of the type of business you do or the segment you are catering to etc. Top on the list is customer insight. Crafting a p...