Guerrilla Marketing for Retailers

Contact us

 In the 1980's, retailing experienced the "Field of Dreams" fallacy - "Build it and they shall come." And build it they did. Retailing space increased by 100% in North America in the 1980's, yet the population only increased by 2%. In the 1990's we have a changing buying public - more working women; less time; fragmented market - fashion, ethnic, age and lifestyle. And this effect trickles down to the wholesaler, importer and manufacturer. Without action, you will lose 10% of your customers every year!

Gorillas vs Guerrillas

Gorillas are noted for megabuying, low selling prices, lower margins and higher inventory turns. They also have a high level of promotion and use of demographics and an excellent use of technology. Some noted gorillas include Wal Mart, Home Depot, Limited and Toys R Us. Guerrillas focus on service, micromarketing, relationship marketing and "psychographics" vs demographics. They experience a higher selling margin (service yields 10% higher), higher inventory turns and higher margins. They also have an excellent use of technology. Some guerrillas include Mrs Fields cookies, Silverman's, Units and Wakefield's.

What You Can Do About It

Say good-bye to the 1980's philosophy. Go back to the future - experience selling like in the 1930's and 1940's. Where you had a limited product selection, knew your customers well and had the right product, for the right price, in the right quantity, at the right time. You bought for specific customers. Adopt those same techniques today, using technology. Know you customers better than your merchandise. Ask yourself... What are your 10 best selling products? Who are your 10 best customers and what do they buy? How can you get your customers to spend more?

TechnoSpeak: Technology now!

Today's technology is far better than ever before. The Internet; Home Shopping; Radio Frequency Direct Communications; Fuzzy Logic-controlled merchandising; Customer Profiling and MicroMarketing; These tools can only improve your bottom line and increase productivity in your operation.

How Can We Help?

We design Guerrilla Marketing programs specifically for your company. First we review your business functions and current marketing programs - both manual and computerized. Our review will include discussions with Management and key personnel to determine which systems need improvement. We then design a marketing program, using the latest technology available at the most affordable price. Our programs may be as simple as creating a MicroMarketing strategy to a complex World Wide Web site complete with auto-responders, surveys, shopping basket and more. Needless to say, we will hold all information that you give us in complete confidence.

Our programs will produce results for you like they have for so many of our clients!