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21: Prioritizing Channels

40 STUDENTS ENROLLED

About this course

It is the goal of every shopper marketer to reduce complexity when it comes to the various channels they use to influence their shoppers. In fact, the whole idea of clustering shopping environments into channels is driven by the need to reduce complexity. Unfortunately, creating a clear channel segmentation is not a panacea for complexity in itself. Many consumer goods companies sell brands and products in multiple categories. In each category, shoppers behave differently; additionally, channels play different roles for the shoppers in each of these categories. The complex challenge facing shopper marketers is where to focus. That is why prioritization becomes essential.

This course looks at the changing world of retail; how to eliminate barriers; how to move high potentials to preferred channels; and how to use a channel prioritization matrix effectively.

This course unpacks how to prioritize channels based on shopper relevance and barriers to implementation.

Marketing professionals in the consumer goods or retail industry, wanting to master the art of prioritizing the right channels.

1 hour

Course Curriculum

ES3C04U01 – The Prioritization Matrix 00:10:00
ES3C04U02 – Prioritizing Channels for Milk Powder 00:15:00
ES3C04U03 – Which Channel is Priority? 00:05:00
ES3C04U04 – Eliminating Barriers 00:05:00
ES3C04U05 – Channel Prioritization Matrix Vlog 01:00:00
ES3C04U06 – From Bricks to Clicks: The Changing World of Retail and How to Prioritize Channels 00:10:00
ES3C04Q01 01:00:00
ES3C04U07 – Which Channels You Should Prioritize 00:10:00
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