Setting the right marketing tone in today’s economy

Retail Wire recently invited panelists to discuss a list of marketing themes appropriate to the new economic reality. The item on the list that resonates the loudest to me is, “Can your product or service allow her to do more with less?” There is no doubt that consumers are managing more closely to a budget than in the past, and questioning the need for every purchase. At the same time, the aspirational mindset of shoppers didn’t disappear overnight. So the challenge of “more for less” is a good one for marketers and retailers: How to convince the female shopper in particular that she is getting more for her money, and maintaining her family’s lifestyle to the best of her ability. The genius of Walmart’s tagline for the past couple of years (“Save Money. Live Better.”) is that it speaks to both of these goals.

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