ibis dessert

Buying and Merchandising – once seemed to be the core of the business seems to be losing ground to new fangled software which analyses pattern, stores etc and gives a report which the ‘Buyers’ supposedly act upon.

As retail, ecommerce grows the dependence on automation, analytics shall too, however I still fail to understand why the three basic questions which are a must do not get addressed/answered.

1) What will be enhanced? If a ‘new’ ‘improved’ product is put on the shelf, what is being enhanced? the packaging? % of salt? color?

2) What will be diminished? Will the grammage lessen? Will the effectiveness lessen?

3) What will be replaced? This is also a crucial question, because as a consumer, you keep getting confused when you see everything – on the same product.

So, what exactly is this? Marketing attempt to confuse users/consumers. R&D/Production effort to get information? or just stick to the old adage “If you can’t convince them, confuse them”

What is your take on this?


Written by AD
ex waiter, angadia, travel agent, dotcomer, dukaandaar, marketeer, people watcher. appreciates single malt, food, friends