IN-STORE TACTICS GAIN IN POST-MASS MARKET

CHICAGO -- Proponents of in-store marketing expect it to gain stature in a post-mass market as improving information drives the tailoring of programs to specific retail environments."The mass market is dead," said Burt Flickinger III, a principal of the A.T. Kearney consulting firm. "It doesn't matter that Wal-Mart has over 2,000 stores -- you still have to micromarket per division, per store, using

CHICAGO -- Proponents of in-store marketing expect it to gain stature in a post-mass market as improving information drives the tailoring of programs to specific retail environments.

"The mass market is dead," said Burt Flickinger III, a principal of the A.T. Kearney consulting firm. "It doesn't matter that Wal-Mart has over 2,000 stores -- you still have to micromarket per division, per store, using varied, well-conceived analytics on a per-ZIP code and sub-ZIP code basis."

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