Retail Shift

Marketing, as a critical business function, is just as broad a practice as it is deep — meaning, there are many important moving parts. Luckily there are also plenty of valuable resources for SMBs yet despite the training available at our fingertips, Merchants continue to struggle with marketing their businesses for one main reason — marketing is NOT merchandising. When you take a simple view of retail merchandising, it falls under the broader function of marketing because merchandising your products promotes desirability. When you look at modern marketing as well as modern retail within the context of your cash flow needs, you’ll quickly learn that these serve different roles in your business and that you need both. As you listen to this week’s episode, designed specifically for independently-owned retail SMBs, small-batch manufacturers, and makers, I want you pay special attention to: Avoiding the mistake of using marketing as a cure-all when sales are stagnant Using the Four Pillars of Merchandising to di