A colleague recently wrote a good piece that describes with facts and figures the evolution of the consumer into a "Value Shopper". This goes along with the idea of Dealer Chic, one of trendwatching's Trends for 2012.
This shift raises questions that at first appear to be odd and out of place.
- How do coupons support our brand promise?
- How do offers support the reason to believe?
- How do we leverage promotional content to build loyalty?
So, it seems that merchandising tactics merged with marketing strategy, and we might not have even noticed.
To paraphrase Prince Hamlet, 'the offer's the thing.'