“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

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.

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