Integration, not silos -
June 11, 2019
Tag: Retail strategy, Decision-making

Integration, not silos

Many companies have internal silos, often between sales and marketing, or shopper and brand. This leads to materials being created in isolation. To move forward, companies need to think more broadly about design and organize around the larger vision of optimizing shopper marketing.

At a minimum, design efforts should start with both a strategic and tactical understanding of how packaging and POS will work together; designers need to know the role of each vehicle and to anticipate how the presence of signage and displays will impact packaging presentation.