DENVER — The trade association representing retail sales, marketing and support companies has a new name and vision.
World Alliance for Retail Excellence & Standards is the new name for what was formerly known as the National Association for Retail Marketing Services, a 17-year-old non-profit.
The name change reflects the organization’s expanding international footprint. It already has a presence in about one dozen countries, and is positioned to expand into more.
“We’re breaking out of our core nucleus,” Rhonda Bauer, World Alliance’s senior director of marketing and trade marketing, told SN.
Along with the name change, the organization has launched a strategic marketing initiative that includes a revamped website. Among the new tools to be offered on the site:
• An RSP warehouse, a source where Requests for Proposals can be listed, viewed and accessed.
• Research Clearing House. The association is reaching out to universities and other outlets to bring the latest industry research to its members.
• Brand Marketplace. This will be an area where manufacturers and food brokers learn more about the business, and connect with industry consultants, distributors and other industry participants. Users can also post information on new product launches.
New educational and training programs are also under way. Among them, the organization is launching what it calls the first-and-only accredited retail certification for the merchandising and marketing industry. The certification process will be based on a code of standards that includes financials, ethics and contractual arrangements.
The name change took effect Feb. 1, while the other elements of the rebranding are slated for completion by the end of April.
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