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How Direct-to-Consumer Brands Can Win In-Store

Direct-to-consumer (D2C or DTC) brands are everywhere these days: advertised on buses, pulling shoppers in on Instagram, and increasingly setting up storefronts on Main Streets around the world.

While online retail channels were a great way to build their businesses …

December 22, 2020

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What is a Category Reset

When your computer isn’t working properly, oftentimes the best thing to do is restart it. The same goes for retail categories. If you’re not seeing the performance you expect, sometimes a good reset is all you need to get things …

December 8, 2020

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How to Become a Category Captain

Over the last few decades the number of products landing on the shelves of major retailers skyrocketed. Every category of product suddenly had multiple, similar competing products.

This gave consumers more choices, but it also dramatically increased the complexity of …

December 1, 2020

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What is Point-of-Purchase Marketing?

Most shoppers are familiar with the experience of going into a store for something specific and walking out with more than they intended.

How does this happen? One of the prime reasons is strong point-of-purchase marketing.

Point-of-purchase (POP) marketing targets …

November 3, 2020