Hillstrom's Total Package: A Marketing Management System Designed to Identify Problems and Grow Sales by Kevin Hillstrom

Author:Kevin Hillstrom [Hillstrom, Kevin]
Language: eng
Format: epub
Published: 2018-10-11T00:00:00+00:00

There is a clear shift in merchandising strategy. Look at new winners in “Other” merchandise, as well as Category 04. In particular, look at existing winners in Category 04 (strong decline). The merchandise team is shifting the focus of the business. As a marketer, I know that I need to work with my merchandising team, because their changes impact customer response. I need to constantly understand which new items are becoming winners, so I can feature those items in my marketing programs. I need to understand the category shift that is happening, so that any search and email marketing programs advertise the merchandise that reflects the future of the brand.

One final table – here we look at how items “carryover” to the prior year. Does a Winner remain a Winner, or does it fall to Contender status? Do Contenders become Winners? Let’s see.

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