The Tasting Note is Dead

originally posted by Jonathan Loesberg:
originally posted by MarkS:
originally posted by Jonathan Loesberg:
originally posted by Keith Levenberg:
That may be, but they move product.
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Yes, of course, but they aren't that relevant to this debate.
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The marketplace is a very efficient tool at conveying the barest of information to sell the mostest, so I would say The Invisible Hand is Very relevant to the selling of product.
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But the debate between Mark and me isn't about all the ways a product is sold to any aspect of the market. It was specifically about whether the consumer who bought wine only a few times a year for special occasions was influenced by wine reviews (again, reviews, not shelf talkers).
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"Is influenced" or "should be influenced"? The former is an empirical question, and most consumer research says "no" for the majority of low frequency wine consumers.
 
I doubt anyone on this board think shelf talkers should influence consumers. On the question of whether they in fact do, you should be addressing Messrs. Levenberg and Lipton. I have no opinion on the matter, though I am happy to think that they do not. My only argument was that they should not be considered reviews.
 
Surely it depends on what the shelf talkers offer...

Whether you love shelf talkers or hate them, the decision about whether to use them is one every retailer must confront. For some operators, shelf talkers are a seen as a necessity, especially for large stores with many SKUs. At other shops, shelf talkers are considered visual clutter that gets in the way of staff-customer interactions. For retailers who do opt for shelf talkers, there are a host of questions to consider: physical format (size, material), visual style (look and feel, handwritten or typed copy, use of images and graphics), content (factual or opinion-based, topics discussed, recognition of scores and certifications), and tone (serious, humorous, and so on). The details can be overwhelming.
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The Pros and Cons of Shelf Talkers

. . . . Pete
 
originally posted by Jonathan Loesberg:
I doubt anyone on this board think shelf talkers should influence consumers. On the question of whether they in fact do, you should be addressing Messrs. Levenberg and Lipton. I have no opinion on the matter, though I am happy to think that they do not. My only argument was that they should not be considered reviews.
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To clarify, I was talking about critics' influence on consumers who are not highly involved in the category, rather than shelf talkers per se (which I suspect have more influence on the casual consumer). This is based on quantitative and qualitative research with wine consumers over the last twenty years.

But I see your point on talkers vs. reviews, although I'm still undecided.
 
"To clarify, I was talking about critics' influence on consumers who are not highly involved in the category, rather than shelf talkers per se (which I suspect have more influence on the casual consumer)."

But Mark at least, and I suspect Keith, were precisely talking about casual consumers. I still have no idea what their influence is except to the extent that one hears wine sales people complain about them in a way that pretty much assumes their influence. I readily concede that that is less than determinative evidence.
 
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