Article
Many Happy Returns... A Return On Merchandising Investment Model Guest Series Part 2
May 10, 2011
By Dave Zoerb, Senior VP Marketing, Frank Mayer & Associates, Inc.
How many marketing, merchandising and product managers are faced with marching orders to find "out of the box solutions" with no clear budget parameters? With more than 35 years of experience in the business, I can tell you this happens more often than not.
Costs do count... and the sooner in the process they are addressed, the straighter the path to a successful solution. It takes on even more importance with kiosks, social media, and interactive marketing becoming a larger part of the traditional in-store marketing mix.
While there are many articles and general return on investment strategies and calculators out there, (one good general source reference is John Davis' book, MEASURING MARKETING...103 METRICS EVERY MARKETER NEEDS, John Wiley and Sons Press), most return on investment models do not adequately focus on the variables involved in determining "Return On Merchandising Investment" (ROMI).
This article will:
- Identify those specific variables that make up a predictable Return-On-Merchandising-Investment model.
- Create an easy-to-use working Return-On-Merchandising-Investment calculator where users can enter variables to see their impact on other variables in the equation.
The content you requested is only available to registered users of Retail Solutions Online. By registering now, you'll get exclusive access to this piece of content and thousands of addtional articles and product reviews across our entire network of sites.
