retail news in context, analysis with attitude

In Toronto, the Globe and Mail reports that as Unilever Canada tries to rejuvenate its Knorr brand, it will put almost a total focus on in-store marketing of various kinds, "while ditching television, radio, digital and other media ads."

These in-store options - which include displays, signs, samplings and chef appearances - reflect, the paper suggests, "the growing importance of in-store pitches at a time when trumpeting a message in other media is becoming increasingly fragmented. It underlines the urgency among suppliers to win back some control over the store aisle from retailers, who call the shots not only on product placement but also marketing and merchandise offerings. In an uncertain economy, consumer product titans feel a growing pressure to find new ways for their inventory to stand out from merchants’ own private labels, which get prime shelf space."

The Globe and Mail notes that this move by Unilever reflects a broader trend, with the Path to Purchase Institute projecting that 56 percent of CPG companies plan to increase their in-store spend for product marketing support.
KC's View:
I'm not sure that I entirely believe the stats that some people use to suggest how many decisions are made in-store, as opposed to before going to the store. That said, without casting doubt on Unilever's decision, I'm not sure that these days there is such a difference between in-store and out-of-store ... after all, these days, we carry stuff from outside the store with us as we walk into the store, and when we are outside the store, we can access the store at any time.

The lines are not drawn as thickly as they used to be.