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1. Introduction
2. What is in store sales promotion?
3. Retailing systems vary widely around the world
4. In store promotional activities are culture specific
5. In store promotions vary in different categories
6. What's needed?
7. Planning promotion from the consumer’s view
8. Combining the two basic consumer influences
9. Comparing and contrasting U.S. and China
10. Data sets and analytics for comparison (1)
11. Data sets and analytics for comparison (2)
12. This discussion
13. U.S. media consumption 2005 - 2012
14. Chinese media consumption 2006 – 2012
15. Media influence on purchase decisions (1)
16. Media influence on purchase decisions (2)
17. The growing influence of in store promotion
18. Product category factor
19. Differences by product category
20. Response varies by sales promotion tool
21. Influence of in store promotion tools in U.S.
22. Still gathering data on China
23. 3 key factors about Chinese consumers
24. The coming challenge to in-store: social media
25. “Social Media’s Impact on Sales Promotion”
26. Understanding China's digital generation
27. Key points on global in store promotion (1)
28. Key points on global in store promotion (2)
29. Key points on global in store promotion (3)
30. Final thought
31. Thank you for listening

Topics Covered

• What is in-store-sales promotion?
• Reason for discussion
• Varying retail approaches and cultures around the world
• Planning from a customer, not a marketer’s view
• Customer influences: external and internal
• Comparing U.S. and Chinese consumer responses
• External media consumption, i.e. time and influence
• In-store promotion: vary by product category and country
• New factor: rise of social media
• Dynamic systems compound measurement and evaluation issues
• Networks and synergy are critical for understanding

Links

Series:

• Planning and Implementing a Retail Strategy

Categories:

• Global Business Management
• Marketing & Sales

Talk Citation

Publication History

• Published on December 1, 2013