Fayetteville Authors And Entrepreneurs Release New Book: MARKENDISING
FAYETTEVILLE, Ark., March 9, 2016 – Alex Ahmad and Eric Howerton today released their first book, MARKENDISING, an in-depth study of the relationships between manufacturers and shoppers and the changing dynamics in interactions between the two. Ahmad and Howerton explore the dynamics Millennials bring to the world of online and in-store shopping, and provide a fresh take on how manufacturers and retailers can adapt to effectively capture this growing shopper market.
The book, currently available at markendising.com and Amazon.com, is an important tool for any marketer or merchandiser looking to find a competitive advantage in the fast paced world of e-commerce.
“Manufacturers in retail environments, in-store or online, need to embrace the importance of data and content to satisfy today’s omnichannel shopper.,” Howerton says, “Today’s shoppers must be addressed with data and content in a world of constantly evolving technology and consumption opportunities.”
The ultimate solution according to the authors in MARKENDISING is the “Mega SKU,” or a product detail page that tells the full story of a product. The “Mega SKU” differentiates from today’s product pages on most major retailer sites by providing up to 95 percent more data and content that omnichannel shoppers use to make purchasing decisions. Using this approach allows a shopper to learn more about a product from their home computer or mobile device without the need to seek out the expertise of in-store personnel, thereby streamlining the shopping process.
In addition to providing shoppers with a fuller information picture about a product, the “Mega SKU” approach outlined in MARKENDISING also provides the benefit of search engine optimization, which leads targeted shoppers directly to products faster, eliminating research time and enhancing the likelihood of purchase.
“People don’t want ads when they are at the critical moment of a transaction,” says Ahmad. “They want credible and useful information. That’s what MARKENDISING is all about.”