The deliberate, time rich shopper of the past, to whom we market our stores, no longer exists. Quite the contrary, In general shoppers are time starved, distracted, and in some cases just flat out annoyed when they enter our stores. This new shopper increasingly finds ways to short-circuit the store plan, finding their items and
More than a few years back, I had the very special privilege of being a part of a strategic discussion with Feargal Quinn, the iconic Irish grocery retailer. During that discussion, the question was raised as to how Quinn prioritized his day. Without hesitation he noted that the very first thing he did each morning
As consumers become increasingly more comfortable with ordering everything from soup to nuts on-line, the onus on bricks and mortar retailers to create a “value-added” in-store environment correspondingly increases. As intuitive as that sounds, many retailers still regard training and employee retention as a luxury they cannot afford, as labor costs remain the “easiest” target
Despite vehement denials to the contrary, retailers often unwittingly create silos within the corporate structure that at times foster more of a competitive rather than a cooperative environment between departments and business units. For those of us that have spent time behind the desk at a retailer, we can likely come up with a few
Digital signs, video screens, mobile applications, electronic shelf tags, coupon machines, banners, danglers, self tags, and floor graphics scream at shoppers each and every trip into today’s retailer supermarket. The business model of each one is predicated on gaining the attention of the thousands of shoppers that move through a large retailer store each week.
Shopper loyalty is being redefined everyday. New mobile applications and other new shopper touch points are raising shopper expectations and also raising the bar on what it takes to secure some semblance of loyalty from an empowered shopper. With that challenge as a backdrop, the value proposition of many of the long-standing loyalty programs are
TWEETS OF NOTE!!
— Mark A. Heckman (@MarkAHeckman) April 21, 2014
MHC Key Areas of Focus
Comprehensive Strategy Sessions
Retail Industry Forum Speaker and Panel Moderator
Mobile Applications and Payment Systems
Formulating Cogent Business Models for New Technology and Initiatives
Building and Adding Value to Customer Loyalty Programs
Applying Digital Technology and Content to Traditional Retail Platforms
Retail Marketing, Positioning
Pricing Models and Strategies
Consumer Research and Applications
Customer Data, Reporting and Analysis
Store Site Location
Shopper Traffic Flow and In-store Design
About Mark Heckman….
Mark brings over 25 years of retail, brand and technology experience to each consulting project.
Mark is a former SVP of Marketing, building his career and expertise from store operations out to consumer marketing. He understands the issues and the imperatives of his clients and devises solutions and insights with a practitioner’s perspective.
Heckman has worked with great companies such as Marsh Supermarkets, Randalls-Tom Thumb, Valassis Relationship Marketing Systems, Marc Advertising, and Sorensen Research. He is past chairman of the Food Marketing Institute’s Consumer Research Committee, and is listed in the Who’s Who of Shopper Marketing (2011).
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