Storming the aisles

In a world where mass-market retailers continually strive to streamline, crafting centralized distribution, promotion and marketing plans to serve customers across huge swaths of land, it's easy to lose sight of activity taking place at store level. The need to pay attention to product performance at individual outlets can turn a failing SKU into a winner or inspire nationally palatable packaging designs, and the importance of being on a first-name basis with local store managers can't be underestimated. At least that's what Toronto-based toyco Spin Master has learned in working the US market over the course of the past year.
By
February 17, 2009

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