Marketers from the mainstream consumer products companies require a mindshift when considering direct selling.
By Lori Bush and Elizabeth Thibaudeau, for Social Selling News.
The way we shop has fundamentally changed. With the “retail apocalypse” many CPG marketers are looking to direct selling for their futures.
But do they understand what’s in store when
they move out of the store?
In direct selling and arguably in traditional CPG marketing models, temporary price promotions are like pain killers. They should be used sparingly and only when absolutely needed.
The way we shop has fundamentally changed, and the giant consumer packaged goods (CPG) industry is feeling the impact. With the “retail apocalypse” many CPG marketers are looking to direct selling for their futures.
But do they understand what’s in store when they move out of the store?
The marketing strategies of both approaches—consumer goods and direct selling—ideally start with a compelling product value proposition and a validated consumer need. But that’s pretty much where the similarity ends.
This content is restricted to site members. If you are an existing user, please log in. New users may register below.