So here we are, Merchandising WIIFM Series Installment 5, and instead of the planned content (a rather pithy piece on portable merchandising), I’m grumpy and have decided to vent. Hopefully my rants will prove interesting enough for you to keep reading.
I recently attended a CASMA (Computerized Airline Sales and Marketing Association) meeting in Montreal. I was invited to participate in a panel discussion entitled, “Value-based Merchandising.” In fact, this year, the entire CASMA conference appeared to be dedicated to the topic of ancillary services and merchandising. This was not cause for grumpiness, in fact quite the opposite –- I was delighted to see so much discussion and interchange on the topic. Read the rest of this entry »