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Article: New media creates consumer connections.(FRONTLINE)
- Article from:
- Stagnito's New Products Magazine
- Article date:
- July 1, 2006
- Author:
CopyrightCOPYRIGHT 2006 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Segmentation--the ability to develop very targeted products and retail formats based on an intimate knowledge of consumers--is driving retailers to spend tens of millions of dollars on new store formats and enhanced services. Segmentation is also driving manufactures to create healthier, more convenient and targeted products.
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What segmentation isn't doing is creating the ability to better connect with consumers. Traditional couponing, in-store promotions, and costly national advertising don't work for today's non-traditional consumers. Point-of-purchase kiosks, coupon dispensers and closed circuit television rely on consumer ...