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The shortfalls of matching luggage

Many will have heard the term ‘matching luggage’. In a promotional context, it means that every touchpoint the shopper sees, whether pre-store or instore, is executed with an identical message and creative (usually based around a TV commercial). But how effective is this really? At the least, it’s missing a number of opportunities. To begin with, there’s the changing size and format of the individual touchpoint. We’ve all seen poorly executed bus shelter and billboard advertising where