Shop Talk
Retailers, consumers and prices
Check Out Line: Retailers’ ad strategies face “Tipping point”
Check out the quickly shifting media landscape putting retailers’ ad strategies at risk.
In a research note this week, Credit Suisse analyst Michael Exstein examined what changes in the media world mean for retailers who are used to reaching consumers through traditional channels — like the newspaper.
In the past five years, there has been a modest shift from print toward digital media, but Exstein warned that: ”We may in effect be reach a ‘tipping point’ where past media strategies will no longer be sustainable.”
Promotional national retailers that cater to a younger demographic and rely on national media to communicate to customers may be most exposed to changes in the media landscape, he said.
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