Shopper Marketing - May 2016 - 20


PROGRAMS

GE Appliances Embraces
Shopper (Marketing)
Manufacturer expands its efforts beyond simple promotions, sees
results at Lowe's, Home Depot
By Ed Finkel

LouisviLLe, Ky. - Over the past year, General
Electric's GE Appliances division has ramped
up its shopper marketing efforts beyond those
of most manufacturers in the home center
channel, starting with activity at Lowe's and
The Home Depot.
Appliance and durable goods makers such
as GE have typically focused on getting product to the floor and then promoting the suds
out of them during the holiday season, with
deep discounts designed to entice consumers
already primed to get out their credit cards. But
with its 65% of sales occurring at other times
throughout the year because of appliance failure - and the potential for deep discounts to
take manufacturers from loss leaders to just
plain losses - GE needed to follow the lead of
the CPG world and expand its efforts beyond
simple promotions, says Jason West, general
manager of merchandising, GE Appliances.

"Traditionally, the white goods or durable
goods category is a bit antiquated in terms
of understanding consumer shopping processes and the consumer journey," he says.

GE Appliances
worked with
Lowe's for a
variety of activity
promoting the
new GE Cafe
refrigerator.
20

y SHOPPER MARKETING MAY 2016



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
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Shopper Marketing - May 2016 - 20
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