Had dinner this week with a friend who works in consumer products marketing for a company that sells products through department stores. The company strives to have great partnerships with their retail customers. For upcoming focus groups where consumer will be comparing competitors' products against this company's products, they have invited their key retail buyers.
I was surprised when I heard about it, and as a marketer who likes to tell the truth to retailers in a controlled way, felt that this was a foolish and very high risk way to go. On the other hand, I recognize that in today's world of social media, successful communication between companies and their customers goes both ways.
What do you think?
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