Mike Kantor
CEO and founder of the Promotion Optimization Institute and a former SVP of Drug World Pharmacies

Articles by this author:

  • Fri, 03/04/2011 - 4:54pm

    A funny thing happened on the way to the cash register. A coveted diabetic shopper intent on saving money saw promotions that resonated with value. She was hooked.

    On this trip, promotions influenced her to expand her basket from just insulin to related care items, foot cream and a sugar-free treat. It was as if the retailer and suppliers completely understood her daily regimen, lifestyle, shopping behaviors, willingness to spend and purchase triggers. Indeed, they did.

    How? They mastered the process of promotion optimization.

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