South Africa, April 1 -- Yet, while execution continues to evolve, the fundamentals of retail marketing remain unchanged. These fundamentals, Range, Reach, Retail Reference Point, Always-On Continuity and Digital Transformation, are what ensure marketing delivers real business outcomes: not just awareness, but measurable impact in the form of store visits, online engagement and ultimately, sales. What has changed is how these fundamentals are brought to life.

Range is the breadth of products a retailer promotes. In the digital environment, it's not enough to focus on a single hero product, brands need to showcase a variety of relevant products, categories and offers tailored to consumer context and needs.

Vicinity Media solution: DealFe...