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New Year, New Look

By Peter Breen

It should be obvious to anyone who's visited us before that instoremarketer.org has undergone an extensive redesign.

The primary goal behind the many changes we've made to the site is simple: we wanted to make it easier for our members to find the information they need faster and more efficiently.

To do so, we've developed a site that lets us highlight more content than before, providing quick access to a wide variety of information. We've also better aligned the various types of content that we provide, so that members can more easily and more intuitively find everything that's available on a specific topic.

Among the more notable changes:

Retailer Learning Centers: We've enhanced our popular Retailer Profiles by better connecting them with content from other areas of the site and adding some new features that we hope will make them the first destination -- if not a one-stop shop -- for members seeking knowledge about a specific chain.

Channel-Level Landing Pages: We've also added new sections devoted to the most important retail channels -- supermarket, mass, drug, club, home center, consumer electronics, office supply -- that unite all content related to a specific class of trade.

Image Vault: We've greatly improved search functionality, so it's easier not only to search the archives of more than 27,000 images, but also to view the results. You'll also now be able to access the newest images from nearly anywhere on the site.

Brand Center: The more than 3,000 articles we have on the merchandising and marketing activity of consumer product manufacturers, along with our category reports and company profiles, now have their own home. (Members should note that this content was previously housed in the Case Studies section.)

Marketing Toolbox: The site features hundreds of articles and related graphics examining the hows and whys of in-store marketing that deserved their own showcase, which is why we created this new content area. You also can check here for information on industry trends, tactical options and best practices. (Note: It's also home to the former Legal Corner.)

We strongly encourage all our members to test-drive the new instoremarketer.org. And we'd greatly appreciate any feedback you may have, positive or negative.

Peter Breen
Managing Director, Content
In-Store Marketing Institute

Published: January 2008

Source: In-Store Marketing Institute

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