February 16, 2007
Topics for flyer research
Some initial thoughts on direction for our research into retail flyers are recorded below. The specifics of each study will be refined in conjunction with industry peers in order to ensure that the information gathered will be as useful as possible. If you have any suggestions, please send them to retail@kingmarketing.ca
Financial Management Processes
How do retailers make decisions regarding the financial elements of their flyer program? Do they do the work in-house, or outsource, and why? How are co-op funds allocated?
- Measurement of effectiveness
- Budgeting
- Outsourcing/Staffing
Product Processes
What is the nature of the interaction between marketing and merchandising? How do retailers manage the trade-offs between their own goals and those of their vendors? How does a flyer program affect the buying process?
- Selection of advertised products
- Distribution to support flyers
- Special buys for ad periods
- Regional pricing and product selection
Creative & Production Processes
What processes do retailers use to take a flyer from a list of SKUs through to a printed advertisement? What technology is in use, and how has has it improved the workflow? How have changes in prepress and printing technology affected flyer programs?
- Photography
- Copywriting
- Page Design
- Page Layout
- Proofing
- Translations
- Prepress
- Printing
Media Management & Distribution Processes
How do retailers decide where flyers will be sent and who will deliver them? How do they manage the communication of these details with suppliers in multiple markets?
- Distribution planning
- Media selection
- Media management
- Transport
- Distribution
In-store Processes
What do retailers do in their stores to support and enhance the flyer program? Is store signage and merchandising changed? How is inventory managed and what is done if the store runs out of product?
- Staff levels during flyer period
- Educating staff about specials
- Inventory management
- Signage
- Special merchandising
- Rain check policies
Posted by kenking at February 16, 2007 11:27 AM
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