Don’t Forget About the Baby Boomers!

March 24, 2021
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Retail Edge

Everyone has been talking about millennials for the last 10 years. And more recently as Gen Z has come of age, they are now entering the conversation since they are impacting the alcohol beverage industry. This group was born after 1997 and have been a focal point for food brands...

Insecurity, Transition and Recovery

January 3, 2021
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Retail Edge

In the last blog, we discussed Millennials & Gen Z. We also had some preliminary data on how consumers reacted over the first few months of Covid. While each state handled things differently, it was a trying time for everyone. As we head into 2021, let’s take a tactical pause...

Understanding the Differences Between Millennials and Gen Z

August 31, 2020
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Retail Edge

In the last issue we discussed segmentation and target marketing. Segmentation involves putting people into groups based on criteria that allow you to describe them. It can be characteristics like demographics (age, gender, ethnicity, income, education etc.), geographics (where they live, where they work, where they shop), psychographics (attitudes, interests,...

Segmentation & Target Marketing

July 27, 2020
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Retail Edge

As we enter the Fall season and all of the hoopla that will surround this year’s Presidential election, we are continuing to adjust our lives around the changing conditions that COVID-19 has given us. It is important to pause and understand that regardless of what situation we are in, we...

Marketing Planning: Covid-19 Impact

April 17, 2020
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Retail Edge

What a difference a few months makes! In the last blog we were congratulating Andy Reid and the Chiefs on winning the Superbowl and looking forward to Saint Patrick’s Day. I discussed the importance of planning and said it’s a great time to start your planning process. You may have...

Leveraging Your Brand

December 18, 2019
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Retail Edge

With the holidays behind us and the Superbowl around the corner, it’s still a great time for beer, wine and spirits.

But as an “old school” marketer, I have a few problems with how many other retailers are now handling holiday shopping. Amazon has been a game changer, just like...

Brand Strategy Wrap up

September 5, 2019
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Retail Edge

Over the last few blogs we have covered various elements in formulating your brand strategy.  It is now time to bring it all together. We started the process by identifying the four key questions that you must answer:

 

  1. Who you are
  2. What you do
  3. How you are different
  4. What problems you solve for the
  5. ...

Brand Strategy

June 19, 2019
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Retail Edge

In the last blog, we continued the discussion of formulating your brand strategy with a discussion of your brand personality. If you are an off-premise retailer, you sell brands. If you an on-premise retailer, you may sell brands or create your own. Either way, you need to understand how the...

Brand Personality

April 23, 2019
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Retail Edge

In the last blog, we continued the discussion of formulating your Brand Strategy with a discussion of your core values.

If you’re an off-premise retailer, you sell brands. If you’re an on-premise retailer you may sell brands or create your own. Either way, you need to understand how YOUR brand...

Brand Strategy: How to Position Your Brand

February 19, 2019
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Retail Edge

In the last blog, we began the discussion of formulating your brand strategy with a discussion of YOUR customer. Your brand and how your best customers perceive you is your biggest asset and a major strength.

Sears was once the “place where America shopped”. It is a...

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