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| WHY EPIPOLI |
REFERENCE MARKET
"either leader or lidl"© |
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Purchasing and consumption behaviour is changing according to paradigms that make it increasingly difficult to make segmentation useful in company decision-making. The “new consumers” are multi-dimensional individuals with purchasing habits transversal to the aggregating factors that can usually be read from traditional socio-behavioural analyses. Not very long ago, they were defined as free radicals, generators of an unconventional marketing.
Therefore, companies must adopt innovative models and strategies that go beyond the simple promotion centred on price cuts and render their offering distinctive. All of this reflects on the notion of the sales outlet, an antenna able to pick up the first signals of change and a distributor of services and products specifically aimed at clients who populate the attraction basin.
The panel system, based on the acquisition acts of a few thousand consumers and sales outlets, is losing its effectiveness. The market is increasingly micro and competition between companies is extending transversally to the use of goods, not only to products in the same commodity category.
The traditional approach to marketing is transformed, with Epipoli, into a truly interactive platform able to direct the choices of companies that wish to play an active role in their reference market. |
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