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August 2004
POS in Today's Marketplace
by Ken Horiszny
The typical shopper enters the retail food and beverage outlet with a mental or physical list of items to purchase--and with no conscious intent to impulse buy. If your wine is on that list and the consumer is brand loyal, your job is done. Congratulations. A rare feat in today's competitive retail environment. A more likely scenario is that "wine" may be on the list, but your brand is not. This is particularly true in today's wine business--a category notorious for lack of brand loyalty due to ...
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