“Active Merchandising’ is going to be the future of real-world retail.”     The most important data We are often asked about read and click rates. Whenever we’re asked to supply them, we surprise people. They’re high. But we don’t celebrate that. We want to know how many ‘engagements’ or ‘contacts’ were created from our customers' content and how many ‘conversions’ (sales) there were.  That, for us, is joining the most important dots. A consumer; their desire for an improvement of some sort; their expert guide; and the sale. Marketing the product We could, and do on occasion, connect slightly different dots - a consumer; a product; their expert guide; and the sale. We know from years of data that these connections are less effective (if we’re managing sales), but sometimes the product must be the focus. Sort of a sophisticated advert. We’d rather connect: A consumer; their desire for an improvement of some sort; to the product as a solution; and then on to their expert guide; and the sale. Now think about active merchandising In your rack or on a display, what are the dots being joined for equipment? On a demo day, what dots are being joined?  In a 'Launch DNA' event where every golfer passing through a Par 4 gets data on their launch factors - distance and ball flight from the launch monitor; then an analysis from you of what needs to change to improve their result; before you put another driver in their hand to have a 2nd go - what dots are being joined?  Inspiration through content; Engagement to conversion. One set of dots is so much more powerful.     Subscribe       Legally Privileged Disclaimer Internet communications are not secure and therefore RetailTribe does not accept legal responsibility for the contents of this message. The information in this email and any attachment to it is confidential and is intended for the addressee only. Any unauthorised disclosure, use or dissemination of the contents in part or whole is prohibited. If you are not the intended recipient please return it to the sender and delete it. Any views or opinions presented are solely those of the author, and do not necessarily represent those of RetailTribe unless otherwise specifically stated. This email and attachments have been screened and are believed to be free from any virus. However, it is the responsibility of all recipients to ensure that they are virus free. This email was sent to you by RetailTribe. RetailTribe will not accept any liability for any damage caused by a virus. If you no longer want to receive this email, please unsubscribe here.