Consumer, Shopper, Retail Expert
Consumer, Shopper, Retail Expert
There are a number of challenges in creating really effective shopper messaging in-store. But when we work with clients in projects or training workshops, one of the biggest challenges raised is this. How to speak the shoppers language but at the same time stay consistent with the brand’s consumer messaging? We might be able to …
Growing a brand by driving penetration is nothing new. It got a lot more focus after Byron Sharp published ‘How Brands Grow’. But I’ve noticed an interesting quirk in the way marketers interpret ‘driving penetration’ that can lead to significant problems. The challenge? Most marketers when challenged to ‘increase penetration’ automatically focus on recruitment – …
Getting promotional material about your brand located in a different category in a store is, for many shopper marketers, a highly sought-after prize. It is also notoriously difficult to achieve. So, when The Institute of Promotional Marketing posted this example of cross-category in-store signage, it attracted a lot of attention and a lot of well-deserved …
I recently conducted a poll on LinkedIn asking how best to organize products on a shelf. The results were interesting, with the vast majority of respondents suggesting that the merchandising layout should follow the shopper decision tree. And at one level, that makes sense. But there are some significant issues with this approach. Shopper Decision …
Retail is arguably changing faster than ever before. Every market I visit is changing in many ways, and while each country is different, there are a number of unifying trends that are hitting almost everywhere. Yes, the balance between the trends might vary, but each of these is hitting pretty much everywhere to some degree. …
What do you typically expect from a training workshop? Better skills? That would be a start, for sure. But what if you could run a workshop that did much more than that? What if the training workshop built skills? And drove massive additional sales revenue? And profit? What if the workshop delivered a huge return …
You’ve got a great brand. Consumers love it. Or they would. IF… If they had it in their hands at the right time: just at the point of consumption. Trouble is, it isn’t available to consume. Why? Because for some reason, a shopper didn’t buy it. Why not? Why not indeed! The most powerful question …
Another week, and another set of bad financial reports from retailers. Big supermarket chains have been under pressure for some time as e-commerce, discounters and convenience stores and specialists all vie for share. Then inflation hits both store operation costs as well as cash-strapped shoppers. And all this at a time when there is a …
As e-commerce sales eat into physical retail numbers, questions about the viability of offline retail abound. Is this ‘Retail Armageddon’? No – but it is a significant shock to the retail ecosystem. A shock that has implications for retailers and brands alike. There is talk that stores must become ‘experiential’ – but what does that …
“How much money should I spend on consumer marketing versus shopper marketing?” It’s a question I’m often asked by clients and at conferences. They question is sometimes phrased differently (“what percentage of my spend should go in-store”; “What is the best split between above-the-line and below-the-line spend?”). The answer is “it depends”: every situation is …