The benefits of being relevant

A fascinating RetailWire discussion about the importance of “relevance” to top-line sales, especially in an increasingly diverse and multi-ethnic consumer society. As usual, I think the issue is deeper:

The biggest hindrance to relevance is the lack of a focused target market. If your store or brand is trying to be “all things to all people,” you are sending different messages into the marketplace. Further, the lack of focus will impede your brand’s effort to develop a targeted format and sustainable competitive advantage.

Every retailer and CPG company ought to aspire to four goals: Being strategic, consistent, responsive and relevant. The concept of relevance goes far beyond the issue of our multi-ethnic culture, to the very idea of targeted marketing.



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