The Local Approach to Creating Just-in-Time Demand

How can retailers prepare not only for major holiday seasons like Christmas but for seasonal events and product launches to ensure the right product moves off the shelves at the right time? There's a secret weapon for driving product demand and it all starts at the local level.

Both small and large retailers should begin by evaluating their local digital advertising strategy in order to determine new ways to drive foot traffic to their stores. For instance, a retailer with excess inventory of a new toy could target only neighborhoods within a certain radius of stores with the excess stock. Rather than create a national or even regional campaign, the retailer can pinpoint neighborhoods where this toy would be of most interest.