Retailers are challenged to stay true to their brands’ repertoire, serve their customers, and manage revenue and profitability. To flourish in today’s competitive retail environment, merchants must consider a wide variety of internal and customer-facing elements, including the impact of pricing, e-Commerce and faster product lifecycles, as well as local customers’ needs and preferences. As a result, more retailers are implementing tactics to drive efficiency and protect margins; provide individually targeted messages; and foster customer loyalty. Point-of-purchase (POP) management is one of those tactical areas.
ProfileOne is designed to allow retail chains to optimize and closely manage their POP marketing efforts, materials and expenses. The solution permits merchants to better tailor POP-based marketing programs to reduce production and distribution costs, increase speed to market, customize marketing messages by location and optimize overall POP retail effectiveness.
The tool ― available from WorkflowOne, a provider of print management, marketing and distribution services ― combines logistics and print administration software to help retailers manage the complex relationships among retail location variables, POP items, and the numbers and dimensions of fixtures and POP sites. In doing so, the technology helps companies produce more precise POP orders and ship accurate quantities to each location.
WorkflowOne’s ProfileOne strategy includes features created specifically for retailers who utilize POP materials with messages that change frequently and are geographically targeted. Its built-in location profiler allows retailers to integrate customer demographics with POP campaigns to generate highly targeted messages to individual locations’ clientele. The solution produces insight into “push details” for retailers, including planning milestones, pricing and status updates.
“Today’s retailers work hard to create an engaging environment for shoppers and one that drives first-time and repeat buyers,” said Thomas Rizzi, Chief Sales Officer at WorkflowOne. “POP materials that are properly displayed, customized for a local market, and timed correctly with other marketing efforts can make a significant difference in whether or not shoppers take action.”
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