At first blush, my latest column for Drug Store News is about baseball.
However, baseball season recently ended for 2018. So you’re probably wondering, why am I writing about baseball now?
That's because this column is also about retail and marketing. The piece reviews the 2018 marketing efforts of a unique New Jersey minor league baseball team called the Somerset Patriots. This ball club’s marketing is packed with great ideas that retailers can borrow.
The team’s concepts provide new spins on strategies already familiar to retailers, from community efforts to one-stop-shopping.
I’m a big proponent of borrowing great ideas from wherever they originate.
As my column states, “Whether translating ideas from sports or some other sector, a few bold retail marketing moves can produce differentiation and boost customer loyalty. When that happens, as they say, it’s a new ball game.”