Integrating Marketing into Your Planning

AsktheExpertsA: My goal this year is to be better at marketing, because it has always been an afterthought at our store. How can I integrate marketing into my planning process?

Q: It’s great to hear that you are putting a tighter focus on marketing. Marketing is about creating demand, and it’s hard to tell how much inventory to buy if you don’t know how much demand you have for your products. So, our advice is to figure out your marketing and sales strategies before you plan your buys. Ask your team how much they think they can realistically sell and what strategies they will use to meet their goals. Then, tie these sales goals to your buying plans.

This requires a new way of thinking about your business and you may need help transitioning from a buying organization into a sales organization. If you do, we encourage you to check out our TrainedToSell program.
Good luck!

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avatar About Steve Pruitt

Steve Pruitt is founder and Senior Consultant of Blacks Retail Analysis and Blacks Consulting. With over 30 years of experience, Steve is one of the most respected merchandise analysts in the industry. His specialty is apparel merchandising and he has worked with clients in every sector of this category. Steve’s approach is highly customized; he tailors his analyses to the particular needs and market of each client. His work ties together the merchandising piece of the business with the client’s overall financial goals to increase sales and streamline operations. Steve is also a trusted general business consultant, known for his ability to help retailers plan growth and manage change.
 
Ask Steve about merchandise planning and strategy
561-727-8567
Steve@Blksretail.com
www.blacksretail.com
 
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