A DROP OF DIFFERENCE

The word in today's beverage marketing arena is "customized." Retailers and beverage manufacturers are realizing that the more unique the event, the more successful the promotion. Sales increase, loyalty among a chain's customer base is bolstered, and the store becomes a place of difference.A place of difference is equivalent to a point of difference in today's quickly consolidating supermarket industry.

The word in today's beverage marketing arena is "customized." Retailers and beverage manufacturers are realizing that the more unique the event, the more successful the promotion. Sales increase, loyalty among a chain's customer base is bolstered, and the store becomes a place of difference.

A place of difference is equivalent to a point of difference in today's quickly consolidating supermarket industry. Even within national-manufacturer campaigns, chains encourage vendors to incorpo

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