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Wednesday, June 22, 2011

Data shows growing disconnect between some retailer and manufacturer priorities

Today’s Marketing Daily provides a story showing that while manufacturers are still focusing squarely on issues of category management, big retailers are turning to more to consumer insights data to drive their merchandising/marketing efforts.  Click here to see the story.  

Implications:  It only makes sense to me that a manufacturer’s nature would be to focus on the collection of goods they’re selling through to retail.  Further, it is perfectly logical that the retailer would be most focused on the consumer, as they’re closer to that touch point… that is, at least while the consumer is in-store.

I left this story reminded of the importance of partnership between retailer and manufacturer, and how important customer reconnaissance tools might be… to both sides.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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