Merchandising Features / Marketing Features
Thinking Inside the Box

Strategy Or Tactics? What’s the Difference?

August 14, 2013

Those of us that watch sports tend are excited by the moment. Rush to the goal line!
It’s always a good season for all things sport. Be it soccer, tennis, golf, baseball or football. Most of us are dedicated to the result.

As in the food retailing business. We all know that Wall Street drives our decisions as we hunger for an improved quarter, so we can shout from the rooftops.

But think about the future. Where we need to separate the vitally important difference between the tactical and the strategic. I was looking at varying methods of marketing private labels around the world for a gathering of minds last month. Out of store hasn’t changed much in 20 years. Billboards, vehicle graphics, print, recipes, coupons, offers direct to consumers and various loyalty platforms. Analyse your touch points with consumers and much of it is “same old same old”. Tried and true. Then look inside the box. Store events, demos, shelf promotions, recipe kiosks and the sights and smells of fresh products everywhere. All good. Steady as we are.

But that leaves us where we are and we are cannot expect to see much progression. How long since we took a step back and analysed progress? That’s where we need to think about the strategy for the future. Great sports teams spend time on their computers in analysis and looking at videos. This player with that, this temperature compared to that. The turf today versus last week etc. The development of coaching in all sports has been exponential. We need to bring that mentality into retailing. Where are the coaches? Where is the analysis? We all talk about big data, but how many of us use it effectively?

Let’s step back. Look at our pain points and our customer touch points. Look at the products we offer under our own name and compare to those under someone else’s. Are we building long term brands with loyalty of our customers as the main goal? Or are we just wondering which of our products we can hang onto the side of a major in store promotion built by someone else with their products and their special offers?

 Step back. Huddle and figure out how to get closer to the touchdown. Then the tactics of getting over the line can be brought  

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