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    CSNews Collaborative Research to be Highlight of Retail Summit

    Balvor, Brick Meets Click and Progressive Grocer are partners in first-ever digital media study.

    TYLER, Texas — The Center for Retail Enterprises at The University of Texas at Tyler will present new research co-sponsored by Convenience Store News and sister publication Progressive Grocer on how retailers and consumer packaged goods companies can use digital media more effectively in their marketing plans.

    The research — conducted and analyzed in a first-of-its-kind partnership between CSNews, Progressive Grocer, Balvor LLC and Brick Meets Click — examines the growing using of technology, especially mobile, and how it is affecting consumer behaviors and retailer marketing efforts.

    During the university’s annual Retail Summit, being held Tuesday, Feb. 23 in Tyler, the featured speaker will be David Bishop, managing partner of sales and marketing firm Balvor and segment leader at industry consulting firm Brick Meets Click.

    “The expanding role that digital media platforms (email, mobile, social, text, etc.) play alongside traditional media resources (billboards, direct mailers, on-site signage and radio) is forcing retailers to reassess how they structure teams, allocate budgets, and execute and evaluate marketing and merchandising activities,” said Bishop. “While this is occurring, the strategic question facing organizations is: How do we more effectively leverage digital media to improve shopper outcomes?”

    Bishop’s presentation at the event will examine this topic based on fresh, relevant and actionable insights gained from recent work with retailers across various classes of trade. He also will discusses the topic using a strategic framework that helps to put things into context.

    Attendees will be able to take away ideas for how their organizations can create more alignment and synergies with existing strategies, whether they relate to customer engagements, marketing or merchandising strategies.

    At Balvor, Bishop has worked with supermarket and convenience store retailers in evaluating integrated marketing programs across digital and traditional communication channels. And he’s examined how retailers are using digital platforms like email, mobile, SMS and social as part of broader marketing strategies to drive stronger business results. At Brick Meets Click, he has led shopper research initiatives with retailers, examining how technological and digital innovations are impacting the way consumers shop in-store and online.

    The Center for Retail Enterprises is presented by the university’s College of Business and Technology to provide continuing education and professional development to the retail community, with a strong emphasis toward small business retailers.

    The annual Retail Summit is a community event featuring speakers with vast knowledge on retail and service issues, and the UT Tyler Retail Lab, a first-of-its-kind facility providing hands-on experience for students interested in retail management.

    For information on attending the 2016 Retail Summit, visit http://www.uttyler.edu/cbt/cre/.

    Convenience Store News and Progressive Grocer are sister publications of leading business-to-business media company Stagnito Business Information.

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