Shopper Marketing - October 2017 - 22

| HEADING
HEADINGREPORT
SPECIAL

RETAIL INTIMACY 2.0 (PART 4)

Winning in the
Value Channel

In collaboration with:

Marketers have an emerging opportunity to invest in
value retailers and score big wins with the value shopper.

T

By Michael Applebaum

raditionally, "value" has never
aspired to the top of the food
chain in shopper marketing.
There were always seemingly far
more important classes of trade, even as
stores in the value channel proliferated
and income disparity in the U.S. widened. But that is starting to change. The
massive upheaval in retail has marketers searching for the remaining growth
opportunities, while consumers increasingly confront a stark economic reality.
Many consumers who once lived comfortably in the middle class are now
struggling to make ends meet on stagnant wages and tight household budgets. According to a recent Gallup poll,

22

y SHOPPER MARKETING OCTOBER 2017

Americans' average weekly spending on
food has barely budged at around $125
during the last five years.
At a time when mass retailers are
fighting to remain relevant and consumer wealth is being concentrated at the
extremes, marketers have an emerging
opportunity to reprioritize their retailer
investments and focus on the needs of
value shoppers. Today's value shopper
seeks bargains, convenience and an experience to compete with online shopping. Dollar stores, which have always
delivered on value, are now putting
greater investments toward the in-store
experience. Unlike the broader retail industry, these chains - led by Dollar Gen-



Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
Shopper Marketing - October 2017 - 11
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